Published Online:November 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM021125
DOI:10.71329/IUPJMM/2025.24.4.39-64
Author Name:Sreereshma S R, A S Dileep and V S Santhosh
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:39-64
The study examines the influence of digital marketing practices on revenue generation among coffee farmers in India, focusing on the mediating roles of perceived usefulness, customer engagement, and market participation, and the moderating effects of digital literacy and socioeconomic status. Grounded in frameworks like TAM, DOI, and RBV, the study identifies critical lacunae within the existing literature by conducting an inquiry into these dynamics within the context of a resource-poor, developing economy context. The quantitative methodology consisted of stratified proportional sampling across Karnataka, Kerala, and Tamil Nadu to generate data from 390 respondents. SEM was used for validating the proposed hypotheses and model relations. The findings indicate the role of digital marketing strategy for effective revenue generation, wherein mediators are perceived to be usability and engagement. Moderators such as digital literacy, along with socioeconomic status, were established between the digital strategies’ use and effectiveness, further implying that contextual factors play crucial roles in technology adoption. The findings highlight the transformative potential of digital instruments in agricultural marketing and emphasize the need for targeted interventions and capacity building. The study contributes to an academic discourse by providing insights into the nuanced roles mediators and moderators play when adopting digital marketing. In practice, it provides policymakers, technology providers, and agricultural stakeholders with actionable recommendations to bridge digital divides and promote sustainable livelihoods for coffee farmers.
The coffee industry has evolved immensely with the advent of advanced technologies and changing consumer preferences (Ali & Xia, 2022). Digital marketing (DM) strategies