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Journals / Dynamics in Social Sciences and Humanities / 2026 / Cilt: 7 Sayı: 2

From Farm Data to Market Value: A Systematic Review of Precision Agriculture Technologies and Data-Driven Marketing Strategies

Veriden Pazar Değerine: Hassas Tarım Teknolojileri, Veri Temelli Pazarlama ve FDMV Modeli Üzerine Bir Sistematik Derleme

Bülent Şen(TOKAT GAZİOSMANPAŞA ÜNİVERSİTESİ)0000-0001-8561-8173
Pages
78–88
Publication Date
2026-09-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings indicate that IoT sensors, satellite imaging, unmanned aerial vehicles (UAVs), blockchain-based traceability systems, and decision support tools may exert significant influence on quality-based pricing, market segmentation, supply chain coordination, and consumer trust mechanisms.

📌 3 Key Takeaways

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Objective & Hypothesis:This study examines, at a conceptual level, the potential contributions of the multi-layered data ecosystem generated by precision agriculture technologies to agricultural market strategies, drawing on existing literature.
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Key Findings & Data:The study adopts a systematic review approach conducted under the guidance of a PRISMA flow diagram, with a staged elimination process narrowing 340 titles to 29 included sources, thereby establishing a transparent methodological foundation.
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Conclusion & Impact:Findings indicate that IoT sensors, satellite imaging, unmanned aerial vehicles (UAVs), blockchain-based traceability systems, and decision support tools may exert significant influence on quality-based pricing, market segmentation, supply chain coordination, and consumer trust mechanisms.
🔬Design:Review & Systematic Survey
📍Scope:2017 Verileri
⚙️Variables:Precision Agriculture · Data-Driven Marketing · FDMV Model

Abstract

This study examines, at a conceptual level, the potential contributions of the multi-layered data ecosystem generated by precision agriculture technologies to agricultural market strategies, drawing on existing literature. The study adopts a systematic review approach conducted under the guidance of a PRISMA flow diagram, with a staged elimination process narrowing 340 titles to 29 included sources, thereby establishing a transparent methodological foundation. The study's primary theoretical contribution is the Farm Data-to-Market Value Transformation Model (FDMV), which—for the first time in the precision agriculture literature—systematically bridges the technical focus of precision agriculture research with the consumer behaviour focus of marketing scholarship. The model integrates Akerlof's (1970) information asymmetry theory, Verlegh and Steenkamp's (1999) country-of-origin effect findings, Nuttavuthisit and Thøgersen's (2017) trust economy framework, and Kotler and Armstrong's (2016) value-based marketing perspective within a single four-stage conceptual structure, presenting this theoretical synthesis as an original contribution absent from existing precision agriculture literature. Findings indicate that IoT sensors, satellite imaging, unmanned aerial vehicles (UAVs), blockchain-based traceability systems, and decision support tools may exert significant influence on quality-based pricing, market segmentation, supply chain coordination, and consumer trust mechanisms. Assessment with specific reference to Türkiye highlights that structural barriers—including land fragmentation, digital literacy gaps, and the absence of data standardisation—are difficult to overcome without integrated policy intervention, while the country's agro-ecological diversity and geographical indication portfolio constitute a favourable foundation for data-driven market differentiation.

Özet

Bu çalışma; hassas tarım teknolojilerinin ürettiği çok katmanlı veri ekosisteminin tarımsal pazar stratejilerine olası katkılarını mevcut literatür çerçevesinde kavramsal düzeyde ele almaktadır. Çalışma, bir sistematik derleme (systematic review) niteliği taşımakta; PRISMA akış şeması rehberliğinde yürütülen ve 340 başlıktan 29 kaynağa indirilen aşamalı eleme süreci, şeffaf yöntemsel bir zemin üzerinde yükselmektedir. Çalışmanın birincil teorik katkısı, hassas tarım yazınındaki teknik odak ile pazarlama yazınındaki tüketici davranışı odağını kavramsal düzeyde ilk kez sistematik biçimde köprüleyen Veriden Pazar Değerine Dönüşüm Modeli'dir (Farm Data-to-Market Value Transformation Model, FDMV). Model; Akerlof'un (1970) enformasyon asimetrisi teorisi, Verlegh ve Steenkamp'ın (1999) menşe etkisi bulguları, Nuttavuthisit ve Thøgersen'in (2017) güven ekonomisi çerçevesi ile Kotler ve Armstrong'un (2016) değer temelli pazarlama perspektifini tek bir dört aşamalı kavramsal yapıda bütünleştirmekte ve hassas tarım literatüründe mevcut olmayan bu teorik sentezi özgün katkı olarak sunmaktadır. İncelenen literatür; IoT sensörleri, uydu görüntüleme, insansız hava araçları (İHA), blok zinciri tabanlı izlenebilirlik sistemleri ve karar destek araçlarının kalite temelli fiyatlandırma, pazar segmentasyonu, tedarik zinciri koordinasyonu ve tüketici güveni mekanizmaları üzerinde belirleyici bir etki yapabileceğine işaret etmektedir. Türkiye bağlamında gerçekleştirilen değerlendirme; arazi parçalılığı, dijital okuryazarlık açığı ve veri standardizasyonu eksikliği gibi yapısal engellerin bütünleşik politika müdahalesi olmaksızın aşılmasının güç olduğuna, buna karşın ülkenin agroekolojik çeşitliliği ve coğrafi işaret portföyünün veri temelli pazar farklılaşması için elverişli bir zemin sunduğuna dikkat çekmektedir.

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Cite This Article

Şen, B. (2026). From Farm Data to Market Value: A Systematic Review of Precision Agriculture Technologies and Data-Driven Marketing Strategies. Dynamics in Social Sciences and Humanities, Cilt: 7 Sayı: 2, 78–88. https://doi.org/10.62425/dssh.1978979

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