Mapping Agricultural Marketing Information Research in Tanzania: A Bibliometric Analysis and Systematic Literature Review

Abstract

This review maps the theoretical structure of Agricultural marketing information in Tanzania by analysing 47 Scopus publications (2008–2024). The study is motivated by the fact that, despite growing research on agricultural marketing information, limited evidence integrates its role in smallholder farmers’ market participation, mobile phone-enabled information access, and agricultural supply chains and marketing channels. Harzing Publish or Perish and VOSviewer were used to explore publication trends, influential publications, and keyword co-occurrence to map the field's structure. Findings reveal that research output increases by 11.85% annually. Three overarching themes are uncovered in the review: (i) the roles played by marketing information in market participation among smallholder farmers; (ii) impacts of mobile phone access to marketing information for grape farmers in Dodoma; and (iii) food supply chains and marketing channels for rice smallholders in developing countries. Tanzania and Kenya were found to be the most influential and productive academic centres in agricultural marketing information. Emerging academic powers like China, Denmark and the US are potential partners for effective collaboration to enhance knowledge sharing and develop innovative studies. It is concluded that a core academic circle in agricultural marketing information has not yet formed and is likely to be influenced by researchers working in similar yet distinct fields. This study contributes to the body of knowledge by identifying trends in publications on agricultural marketing information, reflecting recent developments in the field. The study contributes theoretically by integrating Information Asymmetry Theory, the Technology Acceptance Model, Diffusion of Innovation Theory and Value Chain Theory to provide a multidimensional understanding of how agricultural marketing information and digital technology shape smallholder farmers’ market engagement.