2024, Vol. 6, Issue 10, Part A

Author(s): Rina Pratama and Deni Hartanto

Abstract: Digital transformation is reshaping food marketing, yet performance depends as much on governance and social context as on the tools themselves. This study integrates ICT, economics, and sociology to explain when and for whom digital innovations create value. We synthesize evidence across consumer-facing signals (digital traceability, smart labels), omnichannel service quality, platform governance, social persuasion, and upstream efficiency. Methods combined random-effects meta-analyses of experimental and quasi-experimental studies, pooled willingness-to-pay (WTP) estimation, qualitative comparative analysis of platform cases, and secondary macro-data. Results show that credible digital signals yield a moderate, reliable lift in purchase intention (pooled SMD = 0.43, 95% CI 0.36-0.49) and support an average WTP premium of 8.68% (95% CI 7.80-9.57). Influencer exposure raises the odds of selecting energy-dense products (OR = 1.45, 95% CI 1.30-1.61), underscoring both conversion power and responsibility in design. Platform governance is decisive: high-governance configurations are associated with larger retailer share-of-wallet gains (+6.51 percentage points vs +1.69) and positive farmgate margin effects (+3.20% vs ~0). Upstream, mobile/ICT adoption reduces spatial price dispersion by 4.01% (95% CI 3.44-4.58), linking production-side information to downstream fulfilment reliability. Overall, digital food-marketing innovation performs best when trustworthy signals are embedded in well-designed journeys, analytics are operationalized in pricing and assortment, and platform rules protect data rights and resolve disputes. Practical implications include prioritizing signal integrity before scale, formalizing platform service-level and data-sharing agreements, implementing controlled experimentation loops in retail analytics, building inclusive onboarding for small suppliers, and aligning persuasive formats with nutrition and brand-safety objectives. Policymakers can amplify firm actions via interoperable traceability standards, shared logistics and digital rails, and proportionate oversight of platform conduct. The study reframes “innovation” as a socio-technical system where ICT capability, economic incentives, and social norms must reinforce one another.

Pages: 47-55 | Views: 556 | Downloads: 114

Download Full Article: Click Here