Evaluating the Strategic Effectiveness, Technology Integration, and Perceived Social Utility Value of Digital Marketing in the Seafood Industry of Surigao del Sur

Abstract

The digitalization of coastal commerce offers a transformative strategy for improving market reach and ensuring seafood traceability in resource-constrained environments. This study examined the strategic effectiveness, technology integration, and perceived social utility value of digital marketing among seafood business owners in Surigao del Sur, Philippines, through an embedded mixed-methods design. The quantitative component involved 25 seafood entrepreneurs utilizing digital platforms, while qualitative data were gathered from narrative responses regarding operational challenges and innovations. Results revealed high perceived effectiveness across digital constructs, particularly in Search Engine Optimization (AWM = 3.70) and Pay-Per-Click Advertising (AWM = 3.66). Inferential analysis further indicated that "Years in Operation" is a significant predictor of SEO performance (r = .584, p = .002), while platform diversification highly correlates with e-commerce strategy success (r = .621, p = .001). Qualitative findings revealed that while entrepreneurs face systemic "digital divide" barriers such as poor internet connectivity and limited budgets, they perceive blockchain-driven traceability and QR code integration as socially valuable tools for fostering consumer trust and ensuring food safety. Overall, the findings suggest that digital marketing functions not only as an effective promotional instrument for sales growth but also as a meaningful infrastructure for professionalizing the seafood industry and aligning local trade with the national development goals of AmBisyon Natin 2040.