Actual problems of innovative economy and law

Journal "Actual problems of innovative economy and law" is included in category B for specialties: in the field of knowledge "Management and administration": 073, 076 (order of the Ministry of Education and Science of Ukraine dated 23.08.2023 No. 1035) and 071, 072, 075 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543); in the field of knowledge "Social and behavioral sciences" 051 (order of the Ministry of Education and Science of Ukraine dated August 23, 2023 No. 1035); in the field of knowledge "Law" - 081 and "Public management and administration" - 281 (order of the Ministry of Education and Science of Ukraine dated 12.20.2023 No. 1543).
Registration of an entity in print media: Decision of the National Council of Ukraine on Television and Radio Broadcasting No. 1390 dated 11/16/2023. Media identifier: R30-02018
The journal is indexed in the International Scientific Center of Index Copernicus International

Formation of an effective Internet marketing strategy in the competitiveness and sales management system of agri-food products

# 24 110-117 Download/view the full text of the article

УДК: 339.138:004.738.5:631.1

DOI: https://doi.org/10.36887/2524-0455-2026-1-24

Lagodiienko Nataliia,
Doctor of Science in Economics, Professor, Professor, Department of Finance, Accounting and Taxation,
International University of Business and Law,
https://orcid.org/0000-0002-8472-1395
Leyzerovych Roman,
Postgraduate student
Higher Educational Institution "International University of Business and Law", Kherson,
https://orcid.org/0009-0000-6225-1436

Published: 19.01.26

The article examines the features of developing an effective strategy for using Internet marketing in the activities of economic entities in the agri-food sector to ensure effective influence on the competitiveness management system and product sales. The relevance of the topic stems from the need to use Internet technologies to develop marketing mechanisms and optimize work with counterparties. The authors determined that the Internet marketing system is structured into subsystems of strategy, digital resources, analytics, technical and technological support, and digital competencies. The paper identifies basic Internet marketing strategies: market screening, impact on the target segment, active promotion, sales support, and accumulation of reputational capital. The research methodology is based on an economic and sociological approach, using both convenient and random sampling methods, which enabled us to interview 100 respondents in Odesa in 2023–2024. Empirical results show that the most influential tools in the agri-food market are advertising on social networks (SMM) and influencer advice (affiliate marketing), which received the highest average and modal scores. At the same time, tools such as SEO, content marketing, and contextual advertising have average efficiency indicators because consumers’ perceptions of their mechanisms are complex. The study confirmed that Internet marketing significantly contributes to sales growth, increases brand recognition, and facilitates initial contact with buyers. However, limitations associated with the prohibitive cost of advanced technologies for small businesses and regional consumption specifics were identified. The authors proposed models of enterprise behavior in the Internet market that correspond to basic strategies and consider the specifics of costs for marketing research, web analytics, and communications. It was concluded that manufacturers who effectively integrate digital tools into their management systems become more adaptable to changing consumer behavior and gain stronger competitive positions.

Keywords: digitalization, digital innovations, marketing and sales systems, marketing strategies, agri-food marketing, artificial intelligence, mobile technologies, interactive content, online marketing.

References.

  1. Lebedenko,S., Luchenko, I.V. (2011). «Web resource as an effective tool of marketing communications». Visnyk Khmel’nyts’koho natsional’noho universytetu. № 2. Vol. 1. рр. 178-182. Available at: http://archive.nbuv.gov.ua/portal/Soc_Gum/Vchnu_ekon/2011_2_1/178-182.pdf.
  2. Ustik,, Dubovyk, T., Lagodiienko, V., Chernobrovkina, S., Vlasenko, Y., Shmatok, M. (2024). «Digital Content Marketing in Brand Management of Small Business Enterprises, Trading Companies and Territorial Marketing». Theoretical And Practical Research In Economic Fields. № 15(3). рр. 552-565. DOI: https://doi.org/10.14505/tpref.v15.3(31).04.
  3. Lagodiienko,, Donets, L., Pambuk, S., Braiko, M., Golodoniuk, O., Dolynska, O. (2025). «Digital business communications: strategic marketing of modern enterprises». Management Theory and Studies for Rural Business and Infrastructure Development. № 47(1). рр. 49–58. DOI: https://doi.org/10.15544/mts.2025.04.
  4. Havryliuk, (2024). «Targeted advertising in social networks». Ekonomika ta suspil’stvo. № 63. DOI: https://doi.org/10.32782/2524-0072/2024-63-102.
  5. Marketynhovi vijny: iak posunuty lidera rynku. (2022). [Marketing wars: how to move the market leader]. Available at: https://laba.ua/blog/2952-marketingovye-voyny-kak-podvinut-lidera-na-rynke.
  6. (2023). Top 5 Reputation Management Tools. Available at: https://determ.com/blog/top-5-reputation-management-tools/?campaign=pmax&keyword=&matchtype=&device=c&gad_source=1&gad_campaignid=22801159868&gclid=Cj0KCQjwhafEBhCcARIsAEGZEKI5EIS1hgofc0pvpxjBwUid2J09geIYYWTyxGY3v8zZTyYysst_lZwaAvsAEALw_wcB.
  7. Yereskova,V., Mazuryk, O.V., Nykyforenko, N.O. (2011). Metodolohiia ta metody sotsiolohichnykh doslidzhen’: praktykum. [Methodology and methods of sociological research: a practical course]. Skhidnyj vydavnychyj dim. Donets’k. Ukraine.
  8. Bhagyalakshmi Ramadas, (2024). «Culinary success leveraging digital marketing to transform the food industry». European Journal of Cultural Studies. Vol-20. Issue-2. № 12. рр. 15-22.
  9. Scho najbil’she kupuiut’ v interneti? (2024). [What do people buy most on the Internet?]. Available at: https://ecc.com.ua/2024/09/04/shho-najbilshe-kupujut-v-interneti.

Quote article, APA style

Lagodiienko N. , Leyzerovych R. Formation of an effective Internet marketing strategy in the competitiveness and sales management system of agri-food products. Actual problems of innovative economy and law. 2026. №1. 110-117 pp. https://doi.org/10.36887/2524-0455-2026-1-24

Quote article, MLA style

Lagodiienko N. , Leyzerovych R. Formation of an effective Internet marketing strategy in the competitiveness and sales management system of agri-food products. Actual problems of innovative economy and law. https://doi.org/10.36887/2524-0455-2026-1-24