Impact of Digital Marketing Strategies on Crop Loan Awareness and Adoption Among Farmers in Rural Areas: A Study of Cooperative Banks

Agriculture is a key sector of the Indian economy, and crop loans from cooperative banks are essential for supporting farmers’ financial needs. However, limited awareness and reliance on traditional communication methods have reduced the effective use of these services. Digital marketing strategies such as mobile apps, SMS, social media, and online portals help bridge this gap by providing timely information about loan procedures, eligibility, and repayment. The study finds that digital marketing improves awareness, financial inclusion, and informed decision-making among farmers. Despite benefits, challenges like digital illiteracy, poor internet connectivity, and lack of trust still limit full adoption. Overall, effective digital marketing can strengthen rural banking and promote sustainable agricultural development.