digital marketing in the philippines research paper

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The Impact of Digital Marketing on Customer Buying Intention of Customers in the Philippines

Journal of Business and Management Studies

Digital marketing is arguably one of the preeminent marketing strategies utilized by today's vast number of businesses and companies. This strategy offers tools that enable them to promote their products to a much larger audience as it encompasses geographical boundaries. Also, it can build better relationships with customers since the content is customized to their liking. In the current study, the researchers aimed to determine how digital marketing affects the consumer behavior of Filipinos, specifically customer engagement and purchase intention. The following hypotheses were formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2) Social media has a significant impact on purchase intention. (H3) Email marketing has a significant impact on customer engagement. (H4) Email marketing has a significant impact on purchase intention. (H5) Customer Engagement has a significant impact on purchase intention. A total of 334 respondents were surveyed online, ...

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The study investigated the impact of social media marketing on the perceptions of e-shopping customers in the City of Santo Tomas, Batangas, Philippines. Specifically, the study aimed to determine its impact on the perceptions of e-shopping customers as to online visibility, social media engagement, social media integration, social media activities, and social media experience. Moreover, the study also identified the important factors on how social media marketing can be more effective. Lastly, the researchers proposed marketing strategies relative to the findings of the study. The study employed a descriptive-quantitative approach using an adapted questionnaire to gather data from a sample of 150 respondents who were conveniently selected. The statistical tools used in the study were frequency and percentage distribution and weighted mean. The study revealed that the sampled e-shopping customers are active users of social media platforms with Facebook being widely used. They are ge...

Psychology and Education: A Multidisciplinary Journal

Psychology and Education , Rosalinda B. Lacerona , Neil Holden Q. Salcor , Ralph Michael Licaros

Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies has been instrumental in fostering communication and engagement between brands and customers. However, a limited number of research explores the influence of these emerging trends on the purchase intentions of customers in the fast food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customers' purchase intention and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with a convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring interval data. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications, and e-commerce significantly influences customer's purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer's purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer's purchase intention.

Journal of Management Research and Analysis

Innovative Publication

In this highly competitive and innovation progression market the use of web has increased unexceptionally which have forced the market to move from traditional old form to new digital marketing. The recent expansion and advancement of web use or commitment of buyer and sellers have increased as the result of which consumers approach is changing and companies should have in depth examination of it. Therefore, this research studies is conducted to analyse the impact of digital marketing on the consumer’s buying behaviour in this cutthroat market. Digital marketing refers to the way through which one can display alludes to promotion depicted by using advanced channels like online entertainment, emails and portable applications. It give customer open doors to examine the product launched by companies and do comparison accordingly. Customer has access to products not only within the countries but throughout the world and all these has become possible only through digital marketing. Keywords: Digital Marketing, Satisfaction, Consumer Behaviour

IAEME PUBLICATION

IAEME Publication

The purpose of this study is to investigate the impact of digital marketing on consumer purchase intention in the fast-food industry of Hyderabad, Sindh. This research considered the two main components of digital marketing i.e., Social Network Marketing and Email Marketing. It is a quantitative research, and the primary data was collected through an adopted questionnaire from 150 respondents which are the customers of fast-food brands. The data was analyzed using SPSS and Reliability, Correlation and Multiple Regression analysis were performed. The finding of the study reflected that there is a positive impact of social network marketing and email marketing on consumer purchase intention in fast-food industry of Hyderabad, Sindh.

Unenabasi Godwin Ekeruke

Assoc. Prof. Cross Ogohi Daniel

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Euro Asia International Journals

ABSTRACT: The research is focused on evaluating how digital marketing has enhanced InterContinental Hotel, Al Jubail in creating brand awareness and measuring customer satisfaction. The study has four objectives: one, to determine the frequency of respondents visiting the restaurants; second, to determine the general sources that create awareness about InterContinental restaurants; third, to determine the digital marketing sources that create awareness about the restaurants; and fourth, to determine the factors influencing the satisfaction level of the respondents. Online survey was used to collected data with a structured questionnaire; as a result 120 responses were received. The design of structure questionnaire had three types of close end questions. Type one: two questions focused on demographic; type two: six questions were focused on digital sources used in creating awareness; type three: the last 6 questions were focused to measure the attitude of the respondent’s satisfaction on the services offered by the hotel. Moreover, one open end question was asked to know different ways that hotel can delight the guests. The empirical research results indicated that guests between the age group of 18-24 are the majority who visit the hotel and Thursday is the most visited day of the week. Instagram is highly preferred social media among the respondent. Although the respondents agree that videos of the hotel are motivating, but the hypothesis test results indicated that hotel cannot bank on videos to promote the restaurants. While the videos can be linked to the social media accounts such as Instagram which will create people to talk about the hotel and its comments will create word of mouth. Overall, the results indicate that the guests are satisfied with the overall atmosphere and quality of the restaurant. Keywords: Digital marketing, restaurants,

HighTech and Innovation Journal

Fidan Qerimi

Objectives: This research aims to measure the impact of digital marketing vs. traditional marketing on consumer behavior by analyzing their motives and reasons related to the orientation and purchase of products or services through social media and identifying the differences in marketing strategies used depending on the demographics of respondents. Methods: The research was realized based on primary data. For the realization of the research objectives and questions, a quantitative method was used, where 400 citizens of Kosovo were a part of the research. Findings: Based on the ordinary least squares (OLS) model, it turned out that the two marketing types impact consumer buying behavior, but digital marketing turned out to be the indicator with the greatest impact on deciding to make purchases. Also, based on the t-test and ANOVA, there was no significant difference in using traditional and digital marketing types depending on demographic variables. Novelty/improvement:Through this ...

IOSR Journals

International Journal of Finance, Entrepreneurship & Sustainability

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Now-a-days, the business environment is changing at a rapid pace due to the evolution of high-speed internet around the globe, and this will lead the world towards digitalisation.Digitalisation has a direct impact on consumers’behaviour. These days consumer can forget anything before leaving home except mobile-phone because it encompasses everything, whether it is digital payment mode or the digital market. The world is at the fingers of consumers. Digitalisation is affecting each corner of the globe. Consumers’ behaviour is also changing in terms of their lifestyle, their demands, and consumption pattern. This article aims to present the impact of digitalisation as a marketing tool onconsumer engagement. Generation Z is very much inclined towards the digitalised due to the time and place value. The conventional market is also taking a shift towards the digitalized market due to the advancement in technologies. Digital marketing gives a scope of expansion for the marketer as well as...

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Effectiveness of Digital Marketing Strategies of Coffee Shops in Tagaytay amidst Covid-19 Pandemic

Jerico sebastian b. chavez, nicole anne g. magsino, mr. fulepro alberto madrilejos.

Abstract: Digital marketing, together with traditional marketing, has already been a part of the usual business operation. However, the limitations and health restrictions brought by the pandemic have allowed it to rise above its expected purpose and become the actual point of interaction between the supplier and an online audience. With so many online avenues and platforms, businesses are often torn between which digital strategies to pursue to assist in business operations during heavily restricted times. This led to conducting a study that aimed to measure the perceived effectiveness of different digital marketing strategies based on the supervisors and managers of coffee shops in the city of Tagaytay amidst the pandemic to determine whether a specific type of digital marketing strategy is a worthier business investment than the other. The researchers used an online survey to collect information from 13 respondents. The results have shown that there is a difference in perceived effectiveness between varying types of digital marketing strategy, with Social Media Marketing viewed as the most effective and most frequently used digital marketing strategy and Pay-Per-Click Advertisements being the least effective and least frequently used. The findings indicate that people perceive Social Media Marketing, Search Engine Optimization, and Content Marketing as some of the more effective choices for businesses when promoting brand awareness and can actively help increase sales, develop possible endorsements, and can be flexible enough for long term use.

Keywords: Coffee Shops, Digital Marketing Strategies, Perceived Effectiveness, Social Media Marketing, Tagaytay city.

Title: Effectiveness of Digital Marketing Strategies of Coffee Shops in Tagaytay amidst Covid-19 Pandemic

Author: Jerico Sebastian B. Chavez, Nicole Anne G. Magsino, Mr. Fulepro Alberto Madrilejos

International Journal of Management and Commerce Innovations 

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Effective Digital Marketing Strategies Used by MSMEs in NCR Under New Normal

The changes in our daily lives, or, which have been called the "new normal," have an implication in the shifting of tradition to online business activities. This study aims to explore how effective search engine marketing, content marketing, influential marketing, social media marketing, and email marketing as strategies in digital marketing used by different MSMEs operating in NCR under the new normal and if these strategies can give a long-term gain in businesses. The study was conducted through a survey questionnaire by MSMEs owners in NCR. The study results found that Social Media Marketing is very effective as a Digital Marketing strategy and has a significantly low positive relationship with Digital Content and Influencer Marketing. The study will contribute to identifying the effectiveness of digital marketing strategies that will benefit the businesses under the new normal in terms of increasing their sales and in the future, as people get accustomed to the activities under the new normal.

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Volume (issue), https://doi.org/10.32996/jbms.2022.4.1.15.

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New Normal, Search Engine Marketing, Content Marketing, Influential Marketing, Social Media Marketing, Email Marketing, Digital Marketing, MSMEs

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The Digital Marketing Strategies of Coffee Shops in Quezon City

• Joe Michael dela Cruz

This study attempted to assess the effectiveness of social media strategies of small to medium coffee shops in Quezon City. The descriptive research design was used to structure the study, which intended to record, describe, interpret, and analyze facts and information collected from coffee shop owners who responded to the survey administered. A modified questionnaire adapted from a similar study was used as a research instrument. Frequency, percentage, weighted mean, and ranking were the statistical tools used in this study. At the end of the study, the following conclusions were derived: majority of the respondents are in a corporation form of business; most of the small and medium coffee shops in Quezon City are start-ups with one to two years in operation at the time the survey was conducted; most of the coffee shops earn a maximum income of ₱1,000,000 annually; and, majority of the respondents just have less than 50 staff employed. It was also noted that the respondents considered “Facebook” and “Instagram” as a useful tool for digital marketing for small to medium coffee shops in Quezon City; likewise, “Promos and Discounts” was seen as a handy social media feed to capture online audiences. The research also analyzed if there are significant differences in the respondent’s assessment with regards to the effectiveness of digital marketing strategies of coffee shops in Quezon City when grouped according to form of business organizations, an annual income of the business, number of years in business and number of employees.

This work is licensed under a Creative Commons Attribution 4.0 International License .

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Philippine E-Journals

Home ⇛ benchmark: college of business research journal ⇛ vol. 4 no. 1 (2019), effectiveness of social media marketing: perspectives from selected consumers in pasay city.

Ivy Jean G. Calleja | Redentor S. Baluyan | Ma. Hazel B. Babon

In today's technology-driven world, social networking sites have become an avenue where business owners can extend their marketing campaigns to a wider range of consumers. This is especially true for companies striving to gain a competitive advantage. Because of this trend, businesses must learn how to use social media in a way that is consistent with their business plan. With this background, the study endeavoured to determine whether social media is an effective tool in the marketing activities of selected businesses. Specifically, the study sought to answer the profile of the respondents in terms of age, gender, extent of social media use, and the frequently exposed company ad utilizing social media; the effectiveness of social media marketing in terms of attention, interest, desire and action; the significant difference on the effectiveness of social media marketing when respondents are group according to their gender and age; and, the significant relationship between time spent, frequency of use, frequently exposed company ad utilizing social media, and effectiveness of social media marketing. The study utilized the descriptive-correlation design of which certain variables were related to determine if significant relationship occurs. Respondents of the study are 100 conveniently selected social media consumers in Pasay City who were 15 years old and above. To determine the effectiveness of social media, the A-I-D-A theory of Elias St. Elmo Lewis in the late 1800s was borrowed to identify levels of attention, interest, desire, and action of the consumers towards the ad they have seen in social media. A researcher-made questionnaire based on the above theory was used. An almost equal mix of male and female with a majority of 15 to 24 years of age were the respondents of the study. They usually spend 1 to 3 hours two times a day socializing mostly with Facebook, Twitter and Instagram of which Lazada is the brand where they are commonly exposed to as ads in the social media. It was revealed that social media marketing is effective in terms of getting the attention (M=3.90), interest (M=4.06), and desire (M=3.92) of the respondents towards the ads seen in the social media. However, they are not sure to take an outright action towards the ads as reflected by its mean of 3.44 (neutral). Significant differences in the effectiveness of social media marketing only occurred between interest and gender where the p-value=0.000 (T-value=3.667, d.f.=98) is less than É‘=0.05, and between action and gender where the p-value=0.000 (T-value =3.673, d.f.=98) is less than É‘=0.05. Attention and time spent in the use of social media is X2 = 28.983, d.f.=16 and p=0.024 which is less than É‘=0.05 showing a significant relationship between the two variables. In addition, action and time spent in the use of social media is X2 = 39.676, d.f.=16 and p=0.001 which is less than É‘=0.05 showing also a significant relationship between the two variables. Companies should adapt social media as part of their marketing tool due to its effectiveness. However, a more explored study focusing on the factors attributed on consumers to act and buy products as advertised in social media is recommended.

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Call for Papers | Journal of International Marketing: Digital Platforms and Ecosystems in International Marketing

The business world has witnessed the emergence of new digital technologies and business models in the past two decades. For example, the rise of digital platform business models in retail and IT services has disrupted traditional models, making firms reconsider their business strategies and creating new opportunities for marketers to create value for buyers and other stakeholders (Perren and Kozinets 2018). Digital platforms intermediate between sellers, buyers, and other stakeholders via digital architecture often manifested as mobile and web applications (e.g., sharing economy platforms; Kozlenkova et al. 2021). The platform firm decides on the extent of governance accountability it will take in the entire value-creation process. Ecosystems, of which platforms can be a part, are networks of independent but interdependent actors participating in an industry’s or economic sector’s value chain (Nambisan, Zahra, and Luo 2019). Both platforms and ecosystems create value via direct and indirect network externalities (Kumar, Nim, and Agarwal 2021; Sridhar, Mantrala, Naik, Thorson 2011; ), with value cocreation at the core of actors’ business models and strategies.

In today’s Internet Age, digital platforms have no geographic borders. Platform business models are becoming a go-to strategy for international firms across the globe. For example, retailers are increasingly considering the platformization of their brands to add more value to their core offerings (Wichmann, Wiegand, and Reinartz 2022). With the help of digital technologies, it has become easier to expand into multiple markets simultaneously without diluting the supply chain advantages and brand positioning. Consider the low-cost e-commerce firm Temu from China, operating in more than 50 global markets and developing a strong ecosystem after launching in 2022. Temu consumers get access to various global sellers, making the domestic and international markets more competitive (Deighton 2023).

At the same time, marketers with new ways to create and capture value get access to an expanded target market. For example, as an entertainment platform, Netflix has launched different product and subscription pricing strategies in markets like India to compete with Disney, Amazon, and Reliance (Sull and Turconi 2021). Crowdfunding platforms like Kickstarter connect project creators and backers across the globe. Social media platforms have further amplified the reach of such retail and commerce platforms across both business and consumer markets (Gao et al. 2018). Thus, digital platforms and ecosystems can be considered a contemporary approach to internationalization and thereby are of great interest to marketing managers, policy makers, and regulators in both developed and emerging markets (Hewett et al. 2022).

However, research and knowledge of the dynamics of digital platforms and ecosystems in international marketing is still rather limited. A deeper understanding of how digital platforms can be utilized in the global marketing efforts of businesses is needed. Understanding digital platforms utilized across markets for sustainability, water conservation, health care, and other pressing issues and from the perspectives of NGOs and governments is urgently needed (Falcke, Zobel, and Comello 2024).

The purpose of this special issue, therefore, is to significantly advance research investigating the role of platforms and ecosystem business models across various facets of international marketing. Of special interest are papers focusing on the evolution and formation of digital platform-based global marketing strategies and business models, providing concepts, frameworks, theories, and empirical insights helpful for customers, firms, regulators, policy makers, and governments.

Research bearing on (but not limited to) the following questions is welcome: 

• Different modes of platforms and ecosystems as internationalization approaches: a. How orchestrator firms build digital and nondigital architecture across different markets while entering or growing in a market. b. How these modes differ due to within and across market heterogeneity leading to different marketing strategies. c. How the consumer culture of a market complements the different modes.
• Impact of platform and ecosystem approach on the international marketing mix: a. How stakeholders drive or impact product development and innovation processes. b. How integrating private label brands by platforms and using seller data impacts platform outcomes. c. How pricing strategies evolve and change over time with platforms and ecosystem approaches. d. How subscription and non-subscription pricing strategies evolve across various markets. e. How the supply chain and distribution network strengthens or weakens as the industry moves toward platform and ecosystem approaches. f. How the orchestrator firm develops or chooses partners for various marketing activities across and within developed and developing markets. g. How the promotion mix of the platform and ecosystem-based offering differ from traditional business models within and across industries (B2B vs. B2C) and markets. h. How culture interacts with platform and ecosystem strategies, and how this impacts firms and other stakeholders.
• Impact on market structure, competition, and consumer and stakeholder welfare: a. Do platforms and ecosystems command higher market power, impacting the welfare of consumers and other stakeholders? b. Do platform and ecosystems approaches vary across industries (e.g., retail, energy, transportation)? How does these approaches impact the marketing mix in a market? c. Does higher platform power lead to consumer and stakeholder welfare erosion? d. How can marketers navigate the competition and coopetition to make a platform successful across various markets? e. What lessons can be learned from technology platforms like Google and Apple to navigate the tricky technological and regulatory landscape? f. What is the role of government and regulatory bodies in supporting or deterring the platform’s growth to ensure the welfare of stakeholders? g. Do dark patterns affect customer welfare? (For example, subscription pricing charges and policies that are not visible to consumers and the role of regulators.) h. Is there a loss of local livelihood that affects sellers as platforms integrate private label brands? i. What is the impact of the rise of circular platforms on sustainable value chains and stakeholders across developed and developing markets?
• Customer attitudes and actions within and across platforms and ecosystems: a. Conceptual similarity for customer-based outcomes for platform firms and other stakeholders. b. Measurement of customer experience, satisfaction, and engagement with digital platforms and ecosystems. c. Management of failures and customer recovery in multisided platforms and ecosystems. d. Customer journey management across various digital and nondigital touchpoints in platforms and ecosystems. e. Interdependence of consumers’ relationships with and perceptions of brands or partners operating across platforms and ecosystems. f. How marketers can explore circular platforms and ecosystems to help firms be sustainable value chains and positive customer attitudes. g. Platform exploitation by customers and disintermediation.

This list of topics and questions is reflective but not exhaustive of the current state of industry and academic literature. We call for more interdisciplinary and foundational research to expand the horizons of platforms and ecosystems literature in International Marketing. We invite all types of research—qualitative, behavioral, and empirical—and encourage researchers to identify multiple sources of data and motivation for this special issue.

Submission Process

All manuscripts will be reviewed as a cohort for this special issue of the Journal of International Marketing. Manuscripts must be submitted between March 1, 2025 and May 30, 2025. All submissions will go through Journal of International Marketing ’s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal’s ScholarOne site , with author guidelines available here . For any queries, feel free to reach out to the special issue editors.

Special Issue Editors

Nandini Nim, Assistant Professor of Marketing, University of Texas at El Paso (email: [email protected] )

Murali Krishna Mantrala, Ned Fleming Professor of Marketing, University of Kansas (email: [email protected] )

Ayşegül Özsomer, Professor, Koç University, and Editor in Chief, Journal of International Marketing (email: [email protected] )

Adner, Ron (2022), “Sharing Value for Ecosystem Success,”  MIT Sloan Management Review , 63 (2), 85–90.

Deighton, John (2023), “How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model,” Harvard Business School (April 25), https://hbswk.hbs.edu/item/how-shein-and-temu-conquered-fast-fashion-and-forged-a-new-business-model .

Falcke, Lukas, Ann-Kristin Zobel, and Stephen D. Comello (2024), “How Firms Realign to Tackle the Grand Challenge of Climate Change: An Innovation Ecosystems Perspective,”  Journal of Product Innovation Management , 41 (2), 403–27.

Gao, Hongzhi, Mary Tate, Hongxia Zhang, Shijiao Chen, and Bing Liang (2018). “Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory.  Journal of International Marketing , 26 (3), 45–69.

Hewett, Kelly, G. Tomas M. Hult, Murali K. Mantrala, Nandini Nim, and Kiran Pedada (2022), “Cross-Border Marketing Ecosystem Orchestration: A Conceptualization of Its Determinants and Boundary Conditions,”  International Journal of Research in Marketing , 39 (2), 619–38.

Kozlenkova, Irina V., Ju-Yeon Lee, Diandian Xiang, and Robert W. Palmatier (2021), “Sharing Economy: International Marketing Strategies,”  Journal of International Business Studies , 52, 1445–73.

Kumar, V., Nandini Nim, and Amit Agarwal (2021), “Platform-Based Mobile Payments Adoption in Emerging and Developed Countries: Role of Country-Level Heterogeneity and Network Effects,”  Journal of International Business Studies , 52, 1529–58.

Nambisan, Satish, Shaker A. Zahra, and Yadong Luo (2019), “Global Platforms and Ecosystems: Implications for International Business Theories,”  Journal of International Business Studies , 50, 1464–86.

Perren, Rebeca and Robert V. Kozinets (2018), “Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy,”  Journal of Marketing , 82 (1), 20–36.

Sridhar, Shrihari, Murali K. Mantrala, Prasad A. Naik, and Esther Thorson. “Dynamic marketing budgeting for platform firms: Theory, evidence, and application.”  Journal of Marketing Research  48, no. 6 (2011): 929-943.

Sull, Donald and Stefano Turconi (2021), “Netflix Goes to Bollywood,” Teacher Resources Library, MIT Sloan School of Management (February 22), https://mitsloan.mit.edu/teaching-resources-library/netflix-goes-to-bollywood.

Wichmann, Julian R.K., Nico Wiegand, and Werner J. Reinartz (2022), “The Platformization of Brands,”  Journal of Marketing , 86 (1), 109–31.

Other Resources

Adner, Ron (2017). Ecosystem as Structure: An Actionable Construct for Strategy,”  Journal of Management , 43 (1), 39–58.

Akaka, Melissa A., Stephen L. Vargo, and Robert F. Lusch (2013), “The Complexity Of Context: A Service Ecosystems Approach for International Marketing,”  Journal of International Marketing , 21 (4), 1–20.

Gawer, Annabelle and Michael A. Cusumano (2014). “Industry Platforms and Ecosystem Innovation,”  Journal of Product Innovation Management , 31 (3), 417–33.

Glavas, Charmaine, Shane Mathews, and Rebekah Russell-Bennett (2019), “Knowledge Acquisition via Internet-Enabled Platforms: Examining Incrementally and Non-Incrementally Internationalizing SMEs,”  International Marketing Review , 36 (1), 74–107.

Kanuri, Vamsi K., Murali K. Mantrala, and Esther Thorson (2017), “Optimizing a Menu of Multiformat Subscription Plans for Ad-Supported Media Platforms,”  Journal of Marketing , 81 (2), 45–63.

Zhou, Qiang (Kris), B.J. Allen, Richard T. Gretz, and Mark B. Houston (2022), “Platform Exploitation: When Service Agents Defect with Customers from Online Service Platforms,”  Journal of Marketing , 86 (2), 105–25.

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Policymakers, scientists, technology experts, and farmers convened to contextualize the current landscape, identify barriers and opportunities, and chart the future of digital agriculture in the Philippines.

LOS BAÑOS, Philippines (29 May 2024) - The International Rice Research Institute (IRRI) headquarters in Los Baños, Laguna became a hub of digital agricultural innovation as it hosted the Philippine leg of the highly anticipated ICTforAg 2024. This year’s theme, “Localizing Impact through Inclusion, Inspiration, and Innovation,” underscored the need to tailor digital solutions to local agricultural landscapes' unique challenges and opportunities. 

Co-hosted by the University of the Philippines Los Baños (UPLB) and the Department of Agriculture Agricultural Training Institute (DA-ATI), ICTforAg kicked off with an opening program where Dr. Yvonne Pinto, IRRI Director General warmly welcomed the participants, and highlighted IRRI’s commitment to driving digital innovation in the sector “Together, we are leveraging information and communication technologies to drive transformative change in the agriculture sector,” she stated.

The event, attended by a diverse mix of policymakers, researchers, farmers, and technology enthusiasts, showcased the intersection of agriculture and technology in the Philippines. An exhibit viewing session also commenced where attendees explored cutting-edge technologies and initiatives that promise to transform agriculture.

The keynote address, delivered by Engr. Christopher Morales, DA Undersecretary for Rice Industry Development, discussed the government’s efforts to integrate digital tools into rice farming practices.

“As we look to the future, we envision a Philippine agriculture sector where digital technologies are a cornerstone of our national growth. However, this journey cannot be without challenges, and we must address issues such as digital literacy among farmers, infrastructure limitations, and data security,” said Usec. Christopher Morales.

In the face of climate change and fluctuating market prices, a shift to a more digital landscape in the agriculture sector can highly benefit farmers. In the Philippines, high labor costs are key factors in the country's lower rice production efficiency. To remain competitive, farmers can adopt ICT tools such as satellite remote sensing, drone mapping, and digital literacy programs. These technologies can boost yields, enhance productivity, and ensure food security.

Through several breakout sessions and plenary talks, ICTforAg delved into these various innovative projects and programs revolutionizing agriculture in the Philippines. Topics like linking producers and consumers through digital platforms, data-driven decision-making, and the digital agriculture landscape in the Philippines, highlighting tools like D4AgPH and the Global Market Intelligence Platform (GloMIP) , showcased innovative applications of precision spraying using vision-based velocity estimation.

Other notable projects were also discussed such as Project SARAI , which utilizes satellite remote sensing to provide critical data for crop estimation and yield prediction, enabling local government units to monitor agricultural areas efficiently. 

Social startups like Kita Agritech and GoEdenPH also talked about ways to bridge the digital divide by offering AI-driven crop models, financial literacy education, and creating the largest online agricultural supply platform, fostering trust and digital adoption among farmers. 

Innovative approaches in urban farming and precision agriculture were also highlighted, with SIGLA project’s indoor vertical farming with solar-powered modular farms, as well as drone technologies, revolutionizing pineapple and rice farming, with projects like Del Monte Philippines' drone mapping platforms and Drones4Rice . 

These technological advancements, combined with robust training programs and multi-stakeholder cooperations, position the Philippines to achieve greater agricultural resilience, productivity, and food security. “As we explore innovative solutions, it is essential that these technologies are not only sustainable but also inclusive. Together, we can forge pathways that will ensure that these advancements in agricultural technology leave no one behind,” said UPLB Chancellor Jose V. Camacho, Jr.

The ICTforAg in Los Baños showcased the future of agri-tech in the Philippines, emphasizing the continuous innovation that poses a potential transformation of the country's agricultural landscape. The discussions throughout the event emphasize the crucial expansion and the impact of these advancements on the future of agriculture, especially for farmers. As Assistant Director of DA-ATI Antonieta J. Arceo aptly stated, “ICT is not just about improving yields and profits, but also about empowering our farmers, preserving our environment, and ensuring food security for future generations.”