Digital Marketing’s Impact on Rural Agricultural Products’ Market Expansion

DOI

10.2991/978-2-38476-277-4_120How to use a DOI?

Keywords

LDA topic model; Cluster analysis; LightGBM classification model; Digital economy

Abstract

At present, the digital economy is booming, and the construction of digital villages is being accelerated, which helps to promote the livability and livability of villages and the affluence of farmers. At the same time, “Internet + “ agricultural products out of the village into the city is also driving farmers to increase their income, in 2022 the national agricultural products online retail sales reached 422.1 billion yuan. The purpose of this study is to analyse the influence of digital marketing on the “out-of-circle” of agricultural products in mountainous areas, and use data mining, coding and clustering, and text analysis to conduct the research.

Through crawling consumer comments on online shopping platforms and social media, the LDA topic model was used to model the comment text, mine the topic words and word frequencies, and determine the number of suitable topics. Then, hotspot information of consumer reviews under the produce marketing platform was deeply mined and analysed, and themes such as digital marketing, consumer word-of-mouth, consumer caring awareness, consumer value perception, consumer information perception and purchase intention were summarised. Further farmer and consumer factors such as farmer information perception, farmer responsibility awareness, supporter responsibility awareness and supporter helping methods were summarised through offline interviews. The statistical analysis methods of cluster analysis and LightGBM classification model were used to find out the significant influence of social media and short video platforms, consumer information and consumer love factors on consumers’ behaviour and willingness to buy agricultural products through the model parameter adjustment and evaluation results. Finally, the conclusions drawn from the study point to effective channels and important factors for digital marketing of agricultural products and highlight the key role of data analysis in developing marketing strategies and promotion plans to promote the sale and distribution of agricultural products and improve farmers’ income and living standards.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Weijing Xu
AU  - Qizhen Xu
AU  - Mochi Xu
AU  - Ping Che
PY  - 2024
DA  - 2024/09/02
TI  - Digital Marketing’s Impact on Rural Agricultural Products’ Market Expansion
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 1081
EP  - 1094
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_120
DO  - 10.2991/978-2-38476-277-4_120
ID  - Xu2024
ER  -