DIGITAL TRANSFORMATION AND COLLECTIVE MARKET POWER: A BIBLIOMETRIC AND SYSTEMATIC REVIEW OF DIGITAL AGRICULTURAL MARKETING AND FARMER PRODUCER ORGANISATIONS

Abstract

Digital transformation is increasingly reshaping agricultural marketing by enabling farmers to access market information, price signals, buyers, digital services and new channels for product promotion and exchange. This study reviews research on digital agricultural marketing, with particular emphasis on digital platforms, emerging technologies and the role of Farmer Producer Organisations (FPOs) in strengthening collective market participation. A bibliometric and systematic literature review was conducted using Scopus-indexed publications during 2015–2025, following the PRISMA framework. From 1,672 identified publications, 107 peer-reviewed articles were selected for analysis using Biblioshiny, VOSviewer and Microsoft Excel. The findings indicate substantial growth in research after 2020, with ICT, social media, mobile applications, digital platforms, technology adoption and sustainability emerging as prominent themes. Digital technologies support market information access, price discovery, product visibility, customer engagement, e-commerce and direct market linkages. FPOs emerge as an important institutional mechanism for converting individual digital access into collective marketing capabilities through aggregation, market-information dissemination, product promotion, buyer linkage, price negotiation and digital transactions. However, digital literacy, connectivity, infrastructure, affordability, organisational capability and trust remain important constraints. The review also reveals limited research directly examining FPO-led collective digital marketing and its measurable effects on market access, price realisation and marketing performance. The study integrates digital technology, agricultural marketing and FPO-based collective action into a unified research perspective and identifies priorities for future research towards more inclusive, competitive and sustainable agricultural market systems. It highlights the need for stronger empirical evidence on organisational capabilities, member participation, digital inclusion, and measurable market outcomes across agricultural contexts.