Impact of technology-supported marketing strategies on food security and provision:: Evidence from Uzbekistan's confectionery industry

Abstract

This manuscript aims to evaluate the influence of technologically-savvy marketing strategies on ensuring food security and provision. The research need emerges the fact that there is not enough evidence to support the efficacy link between technology-based marketing and food security/provision and explain it from local perspectives. Therefore, the aim of this study tends to be twofold; first to examine the relationship between technology-supported marketing and food security/provision and to show the practice of using technology-enabled marketing strategies for confectionery production in Uzbekistan. Database of this study that is at both national and international levels is created by using well-known publication platforms (such as Scopus, science direct, and research gate) and local stakeholder interviews and analyzed by using analytical hierarchy process and online survey instrument. The technological focus of this study is specifically social media marketing and customer experience software as the representatives of technology in marketing to support food security and provision. Empirical evidence displays that the pricing acceptance rate retrieved from the online survey stood for the least although this indicator as a quality-based criterion of a successful food company has the highest weights of relative importance from the analytical hierarchy process concerning technology-based marketing strategies. Finally, this paper outlines the conclusions and implications of using technology-enabled marketing strategies to support the security and supply of food (for example, confectionery products) in export-oriented countries such as Uzbekistan.