Digitalizing the Seafood Supply Chain in Surigao del Sur: An Analysis of Technological Integration, Strategic Outcomes, and Social Utility

Abstract

Integrating digital solutions into coastal businesses presents a vital opportunity to expand consumer reach and guarantee seafood traceability, particularly within resource-scarce regions. To explore this dynamic, an embedded mixed-methods study was conducted among seafood entrepreneurs in Surigao del Sur, Philippines, assessing the social utility, strategic efficacy, and technological assimilation of their online marketing efforts. Data collection involved quantitative inputs from 25 enterprise owners utilizing digital platforms, alongside qualitative accounts detailing their operational hurdles and technological innovations. The outcomes indicated a strong perceived utility across digital marketing efforts, led notably by Search Engine Optimization (AWM = 3.70) and Pay-Per-Click campaigns (AWM = 3.66). Inferential statistics confirmed that an enterprise's longevity, or "Years in Operation," is a major determinant of its SEO success (r = .579, p = .003). Furthermore, employing a diverse range of digital platforms strongly correlated with highly effective e-commerce strategies (r = .615, p = .001). Qualitatively, the research highlighted that while these business owners confront systemic obstacles related to the digital divide, such as inadequate connectivity and financial limitations, they recognize the immense social value of tools like QR codes and blockchain tracking for validating food safety and earning consumer trust. Ultimately, the research demonstrates that digital marketing not only drives financial growth but also provides essential infrastructure to professionalize local seafood commerce, thereby advancing the national development targets outlined in AmBisyon Natin 2040.