Digital communication strategies for promoting nutritional benefits of date palm present juice and gur among rural consumers

Abstract

Date palm present juice and gur represent culturally significant and nutritionally rich traditional sweeteners widely consumed across rural South Asian communities. Despite their established biochemical value such as natural sugars, minerals, polyphenols, antioxidants, and micronutrients consumer awareness regarding their nutritional advantages remains inadequate. Digital communication strategies offer transformative opportunities to strengthen public understanding, particularly in rural populations that are progressively gaining access to mobile networks and social-media-based information dissemination channels. The present research examines the role of digital communication frameworks in promoting the nutritional benefits of date palm present juice and gur among rural consumers. Using a mixed-method approach involving content analysis, structured surveys, and focus-group interactions, the research evaluates consumer knowledge levels, digital adoption patterns, message preferences, and behavioural responses. Statistical analysis highlights that targeted nutritional messaging delivered through mobile-friendly digital platforms such as short videos, infographics, community WhatsApp groups, and voice-based campaigns significantly improves recall, comprehension, and trust. Findings indicate that culturally contextualised messages, vernacular storytelling, and evidence-based nutrition facts substantially enhance engagement and positively influence consumption decisions. The research concludes that digital communication, when strategically integrated with community-led awareness systems, can bridge information gaps and strengthen rural nutrition literacy. Furthermore, the outcomes reveal that digital strategies must prioritise accessibility, simplicity, credibility of sources, and visual clarity to ensure sustainable behavioural impact. The research contributes to emerging literature on digital health communication, rural consumer behaviour, and nutrition promotion by providing an empirically grounded framework for designing digital campaigns tailored for low-resource settings. The insights derived will support policymakers, public-health institutions, NGOs, and food-processing stakeholders in developing scalable and culturally acceptable digital communication initiatives to promote healthier dietary choices involving traditional date palm products.