INFLUENCER MARKETING IN AGRICULTURE INPUTS: HOW DIGITAL AGRICULTURE INFLUENCERS SHAPE FARMERS FERTILIZER PURCHASE INTENTION

Abstract

Initially, digital platforms have been changing agriculture marketing by connecting farmers to product data, tips, and farming experiences via on-line promoting influencers. This study aims at understanding how digital agriculture influencers influence the fertilizer purchase intention of farmers in terms of convictions, influence and credibility, content value and farmer engagement. Descriptive and analytical research design is recommended and the data are going to be collected from primary data, covering a total of 300 farmers by administering a structured questionnaire comprising five-point Likert scale. Descriptive statistics, Cronbach's alpha, Pearson correlation and multiple regression are applied in the analysis of data. Results from the illustrative findings show that all four influencer-related factors have positive relationships with fertilizer purchase intention; the most significant relationship was between perceived usefulness and fertilizer purchase intention. The research emphasises the ongoing importance of being credible, informative and somewhat practical for pharmaceutical companies in their application of influencers to agricultural input marketing and offers guidelines for both fertilizer companies and influencers within this realm of the agricultural sector.