<![CDATA[Digital marketing has become a potential means of improving market access for small-scale fishing households, yet its uptake in Bengkulu City remains constrained by entrenched trading relationships and uneven technological capacity. This article examines how the diffusion of innovations framework explains opportunities and barriers in the marketing of capture-fishery products among local fishing groups. A descriptive qualitative literature-review design was employed, drawing on recent peer-reviewed research and relevant sectoral documentation concerning fisheries livelihoods, digital commerce, communication practices, and coastal socioeconomic conditions. The evidence was organized through identification, thematic classification, critical comparison, and interpretive synthesis. The review indicates that social media, mobile messaging, and electronic marketplaces may increase product visibility, facilitate direct buyer contact, and improve access to price information. However, the expected benefits are conditioned by working-capital dependence on fish collectors, limited digital skills, uncertainty about online payments, perishability, and established cash-based transactions. Interpreted through the attributes of relative advantage, compatibility, complexity, trialability, and observability, these constraints suggest that adoption is best understood as a socially negotiated process rather than an automatic consequence of platform availability. Interpersonal learning, trusted fishing-group leaders, practical demonstrations, accessible interfaces, and locally appropriate logistics emerge as promising support mechanisms. The article concludes that inclusive digital marketing requires coordinated technological, social, and institutional adaptation. Its principal contribution is a context-sensitive conceptual synthesis for designing participatory digital-marketing interventions in Bengkulu City's fishing communities, without claiming to measure their actual adoption rates.]]>
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