Farmers’ Awareness towards Digital Marketing in M’lang, Cotabato

Abstract

Digital marketing has become a dominant force in the business world, bridging the gap between sellers and buyers through convenient global communication. Despite its widespread use, many farmers remain unaware of the diverse platforms available to market their agricultural products. This study sought to assess the level of awareness of vegetable farmers in M’lang, Cotabato regarding digital marketing. A total of 165 farmers were selected through simple random sampling, and data were collected using an interview guide. The study employed a descriptive-correlational design, with frequency counts and percentage distributions used for descriptive analysis, while Chi-square tests and point biserial correlations were applied to examine relationships between variables.
Findings revealed that most respondents were familiar with social media marketing and traditional channels such as television and radio advertisements. However, awareness of other digital platforms including email marketing, websites, content marketing, and mobile marketing was notably low. Statistical analysis rejected the null hypothesis, showing significant relationships between farmers’ age, family monthly income, educational attainment, and their level of awareness of digital marketing platforms.