Marketing Technologies in the Agri-Food Industry: A Scoping Review of Digital Technologies for Social and Ecological Sustainability

Marketing, branding, and advertising shape (and even create) demand for foods and beverages. Consumer perception and acceptability are increasingly shaped by the digital technologies and platforms that recommend or share the experiences of products and services in the food industry. Indeed, as part of the digital technologies that connect consumers to the market, the relationship between marketing technologies and the agri-food industry needs a comprehensive survey of the state-of-art work, especially with the recent advancement of social media, big data, artificial intelligence, and cloud computing that facilitates the demand and experiences of food. To identify the scope, exemplar work, and emerging research themes, the scoping review has analyzed 619 articles, screened from the Web of Science database. The findings reveal that the influence of social networking websites and media has undergone intense scrutiny for unhealthy food intake, less so for pro-environment behavior and attitudes. Several research and policy recommendations are suggested.