Digital disruption and coping strategies of small agribusinesses in Mangaung Metropolitan municipality, South Africa
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This study examines how small agribusinesses in Mangaung Metropolitan Municipality, South Africa, respond to digital disruption within a changing rural economy. Using a hybrid methodology combining bibliometric analysis and thematic synthesis, it draws on 2015–2024 data from Scopus and Web of Science. Bibliometric mapping reveals global research trends, while thematic analysis identifies local coping strategies. Findings show that despite financial and infrastructural constraints, small agribusinesses employ informal digital practices to improve efficiency and navigate market challenges. The study highlights grassroots innovation and resilience in a resource-constrained context, offering a context-sensitive view of digital adoption. It contributes to theory by extending the Diffusion of Innovation framework to rural entrepreneurship and emphasises the role of digital inequality in shaping innovation. The research provides valuable insights for policy, support mechanisms, and future studies aimed at fostering inclusive digital transformation in marginalised agribusiness settings.