CROSS-DISCIPLINARY ANALYSIS OF DIGITAL MARKETING FOR AGRICULTURAL PRODUCTS UNDER THE THREE-DIMENSIONAL FRAMEWORK OF INFORMATION CREDIBILITY, LEGAL COMPLIANCE, AND BRAND VALUE: A CASE STUDY OF YUNNAN SMALL-LOT COFFEE

The digital transformation of agricultural marketing has emerged as a critical pathway for rural revitalization and high-quality agricultural development in China. However, existing research often examines digital marketing strategies from a single disciplinary perspective, neglecting the intricate interplay among information credibility, legal compliance, and brand value. This paper proposes a three-dimensional analytical framework—Information Credibility, Legal Compliance, and Brand Value (ILCB)—that integrates insights from information science, regulatory law, and marketing management to examine digital marketing practices for agricultural products. Drawing on signaling theory, institutional theory, and brand equity theory, this study employs a qualitative case study approach to investigate Yunnan small-lot coffee, one of China’s most geographically indicated agricultural products with rapidly growing digital market presence. The analysis reveals that: (1) information transparency mechanisms, including traceability systems and content marketing, significantly enhance consumer trust and purchase intention; (2) legal compliance frameworks, particularly food safety regulations and geographical indication protection, serve as foundational institutional safeguards that reduce information asymmetry; and (3) regional brand value is co-constructed through the synergistic interaction of credible information delivery and regulatory adherence. The study contributes to the literature by offering an integrated cross-disciplinary framework that explains how digital marketing outcomes for agricultural products are shaped by the convergence of technological, legal, and market forces. Practical implications for policymakers, platform operators, and agricultural enterprises are discussed, emphasizing the need for coordinated governance that aligns information disclosure standards, regulatory enforcement, and brand development strategies.