Research on World Agricultural Economy

Digital Platforms and Agricultural Marketing: Bridging Gaps between Farmers and Consumers in Jordan

Anber Abraheem Shlash Mohammad

Digital Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, Amman 11623, Jordan

Suleiman Ibrahim Mohammad

Electronic Marketing and Social Media, Economic and Administrative Sciences, Zarqa University, Zarqa 13110, Jordan;  Faculty of Business and Communications, INTI International University, Labu 71800, Negeri Sembilan, Malaysia

Khaleel Ibrahim Al‑ Daoud

Department of Accounting, Business School Faculties, Al Ahilya Amman University, Amman 19328, Jordan

Badrea Al Oraini

Business Administration Department, Collage of Business and Economics, Qassim University, Qassim 52571, Saudi Arabia

Majed Qurneh

Electronic Marketing and Social Media, Economic and Administrative Sciences, Zarqa University, Zarqa 13110, Jordan

Asokan Vasudevan

Faculty of Business and Communications, INTI International University, Labu 71800, Negeri Sembilan, Malaysia

Yuhan Wang

Faculty of Liberal Arts, Shinawatra University, Pathum Thani 12160, Thailand

DOI: https://doi.org/10.36956/rwae.v6i3.1570

Received: 10 December 2024 | Revised: 30 December 2024 | Accepted: 14 January 2025 | Published Online: 29 July 2025

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Abstract

This study aimed to analyse the impact of digital platforms on reducing supply chain inefficiencies and enhancing market accessibility for farmers in Jordan. A mixed-methods approach was employed, integrating descriptive analysis, inferential statistics, and spatial techniques to evaluate income levels, logistical efficiency, and market access. Data were collected from 200 farmers, capturing key metrics such as pre- and post-income, market accessibility scores, and logistical cost savings.The findings revealed that income increased from an average of 596.83 JOD (pre-platform) to 911.35 JOD (post-platform), with an average logistics cost saving of 27.15%. Logistic regression indicated that frequent platform users were 4.58 times more likely to achieve high market accessibility (p = 0.005), demonstrating the platforms’ effectiveness in connecting farmers to broader markets. However, linear regression showed no significant influence of platform usage or barriers score on income, suggesting the importance of external factors like infrastructure and market dynamics. ANOVA results showed no significant differences in post-income or logistics cost savings based on education level or usage intensity. Spatial analysis revealed disparities between urban and rural farmers, with urban farmers benefiting more consistently. These findings highlight the need for targeted interventions to enhance rural connectivity, improve platform usability, and address systemic barriers. The study underscores the importance of digital platforms as tools for empowering farmers and optimizing agricultural supply chains. Policy implications include investing in rural internet infrastructure, subsidizing digital tools, and implementing digital literacy programs to ensure equitable benefits and sustainable growth in the agricultural sector.

Keywords: Technology Adoption; Farmer Empowerment; Digital Literacy; Rural Connectivity & Spatial Disparities

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