Digital disruption and coping strategies of small agribusinesses in Mangaung Metropolitan municipality, South Africa

Abstract

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.

Keywords: {'name': 'Digital Disruption, Coping Strategies, Small Agribusinesses, Agricultural Innovation, South Africa'}

Authors & affiliations

Lentswe Mosweunyane
Central University of Technology

Nomfundo Gladys Khoza
Central University of Technology

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.1186/s40066-023-00416-6

DOI: 10.51594/farj.v5i12.1514

DOI: 10.3991/ijim.v17i19.40457

Alcaide, J. I., de la Poza, E., & Pedraja, M. (2021). Digital transformation and SMEs' resilience: A comparative study in rural settings. Journal of Rural Studies, 82, 352–361.

DOI: 10.3390/su13020751

DOI: 10.1016/j.joi.2017.08.007

DOI: 10.1016/j.sciaf.2022.e01190

DOI: 10.1016/j.telpol.2019.101838

Bächtold, J., & Probst, L. (2022). The role of digitalisation in the resilience of small agricultural enterprises. Agricultural Systems, 196, 103325.

Bae, J., & Kim, S. (2022). Barriers to digital adoption in small businesses: Evidence from emerging markets. Technological Forecasting and Social Change, 179, 121603.

DOI: 10.17159/2413-3221/2023/v51n4a15337

Chisita, C. T., & Abdullahi, H. (2021). Mobile technologies and the resilience of informal businesses in Africa: Opportunities and constraints. Information Development, 37(4), 563–574.

DOI: 10.1377/hlthaff.2017.1104

DOI: 10.1596/978-1-4648-1259-0

DOI: 10.1016/j.heliyon.2023.e17511

DOI: 10.1177/1360780420944967

El Malouf, N., & Bahemia, H. (2025). Diffusion of innovations: A review. In S. Papagiannidis (Ed.), TheoryHub book.

DOI: 10.11591/eei.v13i2.6346

DOI: 10.1016/j.ijpe.2015.01.003

FAO. (2022). The digital revolution and its potential to transform the use of motorized mechanization and agricultural practices. https://openknowledge.fao.org/server/api/core/bitstreams/1c329966-521a-4277-83d7-07283273b64b/content/sofa-2022/digital-revolution-agricultural-practices.html

Gillwald, A., Mothobi, O., & Rademan, B. (2022). After access: The state of ICT in South Africa 2022. Research ICT Africa. https://researchictafrica.net/publication/after-access-2022/

DOI: 10.1111/j.0887-378X.2004.00325.x

DOI: 10.3390/su151612530

DOI: 10.26689/ssr.v6i12.8947

Gyimah, P., Asare, E. N., & Tchao, E. T. (2023). Leveraging digital technology for inclusive rural development in Africa: A systematic literature review. Technology in Society, 73, 102245.

James, J. (2021). Digital divide and digital inequality: Global challenges and local realities. Springer.

DOI: 10.58812/wsnt.v1i02.489

Jurevicius, O. (2025). Diffusion of innovation theory explained. Strategic Management Insight. https://strategicmanagementinsight.com/tools/diffusion-of-innovation-theory/

DOI: 10.9734/sajsse/2023/v17i1627

Kraemer-Mbula, E., Wunsch-Vincent, S., & Arundel, A. (2021). The informal sector and innovation: Revisiting innovation systems in low-income contexts. Technological Forecasting and Social Change, 162, 120400.

DOI: 10.3390/su13115868

DOI: 10.3390/agriculture13051075

DOI: 10.7553/71-3-586

DOI: 10.3390/su16156496

Mpandeli, S., Nhamo, L., & Mabhaudhi, T. (2022). Building climate-resilient agriculture in South Africa: The role of innovation and collective action. Sustainability, 14(1), 311.

DOI: 10.1002/isd2.12344

Mutuku, L., & Ogutu, H. (2020). Leveraging social networks for business sustainability in rural Kenya: A case of digital adaptation in agriculture. African Journal of Science, Technology, Innovation and Development, 12(5), 563–573.

DOI: 10.56093/ijas.v89i3.87605

DOI: 10.1002/aepp.13348

DOI: 10.20944/preprints202005.0159.v1

DOI: 10.1007/s43545-022-00562-x

Olanrewaju, A., Chinedu, P., & Mokoena, S. (2023). Digital inequality and small business sustainability in South African townships. South African Journal of Economic and Management Sciences, 26(1), a4767.

DOI: 10.3390/su13031158

DOI: 10.1108/WJSTSD-05-2021-0051

Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.

Sahin, I. (2006). Detailed review of Rogers' diffusion of innovations theory and educational technology-related studies based on Rogers' theory. Turkish Online Journal of Educational Technology, 5(2).

DOI: 10.9734/ijecc/2024/v14i23945

DOI: 10.47833/2023.2.ECO.008

DOI: 10.1080/02681102.2021.1975256

Spanaki, K., Papazafeiropoulou, A., & Tan, C. W. (2022). Digital transformation in the public sector: Systematic literature review and future research agenda. Information Systems Frontiers, 24(3), 567–593.

DOI: 10.61838/kman.aitech.1.2.6

DOI: 10.6007/IJARBSS/v14-i2/20488

DOI: 10.1111/1467-8551.00375

DOI: 10.1007/s11119-021-09813-y