INNOVATIVE DIGITAL MARKETING STRATEGIES TO ENHANCE THE COMPETITIVENESS AND INVESTMENT ATTRACTIVENESS OF SMALL AND MEDIUM GRAPE-GROWING ENTERPRISES

Abstract

Digital marketing plays a transformative role in supporting the transition of small and medium grape-growing enterprises toward competitive and sustainable practices within the context of the green economy. The main objective of this study is to identify key operational variables and digital marketing interventions that may enhance investment attractiveness in grape export systems. Therefore, the research focuses on evaluating eco-digital marketing initiatives through a comprehensive analysis of statistical relationships in order to assess their predictive power across different regional contexts. Regression models one of the core tools of economic evaluation were applied to simulate the relationship between eco-performance indicators and fluctuations in export outcomes. In addition, correlation analysis was used to forecast trends in export volumes based on two strategies: adaptation of digital promotion and improvement of supply-chain visibility. The findings demonstrate that both strategies adequately simulate the relationship between digital marketing inputs and export results, with all simulation accuracies exceeding 0.75. Based on these results, an eco-digital strategic model is proposed, the key components of which include: (1) targeted environmental-certification companies, (2) artificial-intelligence-based market-research tools, and (3) interactive customer-communication platforms, combined with clearly defined sustainability-reporting objectives.Furthermore, policy recommendations for introducing digital transition models in grape-producing regions are identified. The main conclusions emphasize the importance of early engagement of local producers, ensuring regulatory compliance, and continuously testing marketing mechanisms.