Digital marketing is increasingly promoted as a tool for enhancing market access among small agro-processors, yet evidence from fragile urban contexts remains limited and rarely differentiated by product type. This study examines digital marketing usage patterns, adoption constraints, and determinants of success among small agricultural processors in Bukavu, Eastern Democratic Republic of Congo, with a comparative focus on dry processed agro-products (DPAP) and perishable liquid agro-products (PLAP). In this study, 193 agro-processors were surveyed about their digital use patterns. Results indicated that agro-processors across both product categories share similar socio-economic characteristics. However, digital marketing adoption is widespread but largely basic. More than 90% of processors rely on WhatsApp, Facebook, and Instagram, while over 80% never or rarely use paid advertising and more than 90% post fewer than ten times per week. Digital marketing moderately improved visibility and market access for both product types, with stronger competitiveness and customer loyalty for dry products. Adoption is constrained by structural and demand-side factors, notably poor internet connectivity (80%), limited digital knowledge (65%–75%), and customers’ preference for direct purchases (35%–45%), with no significant differences between product types (p > 0.05). The Logit model identified paid digital advertising (β = 1.28, p < 0.001), higher unit prices (β = 1.40, p < 0.001), and posting frequency (β = 1.01, p = 0.013) as key determinants of digital marketing success, while socio-demographic factors and product type were not significant. Therefore, this study highlights the need for product-sensitive strategies and improved digital infrastructure.
Murangaza et al. (Sat,) studied this question.