the effect of digital marketing adoption on the sustainable growth of agricultural industries: empirical evidence from iran

In recent decades, digital marketing has been recognized as one of the key tools forincreasing productivity and accessing new markets in various industries. theagricultural industry is no exception to this rule and digital marketing plays a vital role in itsdevelopment and progress. therefore, the purpose of the research is to investigate the impactof digital marketing adoption on the sustainable growth of iran's agricultural industriesthrough a case study of khuzestan province. the research is applied in terms of purpose anddescriptive-causal in terms of nature. the statistical population was employed in agriculturalindustries in khuzestan province. the sample size was estimated using morgan's table to be384 people, taken by simple randomization. the data collection instrument was aquestionnaire whose validity was determined by a panel of experts and whose reliability wasdetermined by estimating cronbach's alpha coefficient, which was estimated to be more than0.7 for all sections of the questionnaire. the data were analyzed using frequency distribution,percentage, and mean in the descriptive section and structural equation model in theanalytical section. the results of the research showed that the attitude towards digitalmarketing has a positive and significant effect on the behavioral intention to use digitalmarketing, and the attitude towards digital marketing has a significant effect on sustainablegrowth. also, the results showed that mental norms have a positive and significant effect onthe behavior intention to use digital marketing and the actual use of digital marketing. inaddition, the perceived behavioral control has a positive and significant effect on thebehavioral intention to use digital marketing. finally, the use of digital marketing has a directand positive effect on the sustainable growth of agricultural industries. the study’s resultsserve as guidelines for prospective adopters of digital platforms as they develop theirsustainability strategies.