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Communicating with Farmers through Social Networks

Author

Listed:
  • BenYishay, Ariel

    (University of New South Wales)

  • Mobarak, A. Mushfiq

    (Yale University)

Abstract

Low adoption of productive agricultural technologies is a puzzle. Agricultural extension services rely on external agents to communicate with farmers, although social networks are known to be the most credible source of information about new technologies. We conduct a large-scale field experiment on communication strategies in which extension workers are partnered with different members of social networks. We show that communicator actions and effort are susceptible to small performance incentives, and adoption rates vary by communicator type. Communicators who face conditions most comparable to target farmers are the most persuasive. Incorporating communication dynamics can enrich the literature on social learning.

Suggested Citation

  • BenYishay, Ariel & Mobarak, A. Mushfiq, 2013. "Communicating with Farmers through Social Networks," Working Papers 121, Yale University, Department of Economics.
    • Handle: RePEc:ecl:yaleco:121
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    Cited by:

    1. Kondylis, Florence & Mueller, Valerie & Zhu, Jessica, 2017. "Seeing is believing? Evidence from an extension network experiment," Journal of Development Economics, Elsevier, vol. 125(C), pages 1-20.
    2. Grant Miller & A. Mushfiq Mobarak, 2015. "Learning About New Technologies Through Social Networks: Experimental Evidence on Nontraditional Stoves in Bangladesh," Marketing Science, INFORMS, vol. 34(4), pages 480-499, July.
    3. Sakiru O. Akinbode & Olusegun Folorunso & Taiwo S. Olutoberu & Florence A. Olowokere & Muftau Adebayo & Sodeeq O. Azeez & Sarafadeen G. Hammed & Mutiu A. Busari, 2024. "Farmers’ Perception and Practice of Soil Fertility Management and Conservation in the Era of Digital Soil Information Systems in Southwest Nigeria," Agriculture, MDPI, vol. 14(7), pages 1-18, July.
    4. Magnan, Nicholas & Spielman, David J. & Lybbert, Travis J. & Gulati, Kajal, 2015. "Leveling with friends: Social networks and Indian farmers' demand for a technology with heterogeneous benefits," Journal of Development Economics, Elsevier, vol. 116(C), pages 223-251.
    5. Lisa Jäckering & Theda Gödecke & Meike Wollni, 2019. "Agriculture–nutrition linkages in farmers’ communication networks," Agricultural Economics, International Association of Agricultural Economists, vol. 50(5), pages 657-672, September.
    6. Grant Miller & A. Mushfiq Mobarak, 2013. "Gender Differences in Preferences, Intra-Household Externalities, and Low Demand for Improved Cookstoves," NBER Working Papers 18964, National Bureau of Economic Research, Inc.
    7. Dsouza, Alwin & Mishra, Ashok. K., 2016. "Adoption and Abandonment of Conservation Technologies in Developing Economies: The Case of South Asia," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235243, Agricultural and Applied Economics Association.
    8. D’Souza, Alwin & Mishra, Ashok K., 2018. "Adoption and Abandonment of Partial Conservation Technologies in Developing Economies: The Case of South Asia," Land Use Policy, Elsevier, vol. 70(C), pages 212-223.
    9. Rickards, Chima & Marenya, Paswel & Chiduwa, Mazvita & Eitzinger, Anton & Fisher, Monica & Snapp, Sieglinde, 2025. "Enhancing farmers' agency is a more effective extension paradigm: The case of soil health management in Africa," Agricultural Systems, Elsevier, vol. 225(C).
    10. K. Sudhir & Joe Priester & Matt Shum & David Atkin & Andrew Foster & Ganesh Iyer & Ginger Jin & Daniel Keniston & Shinobu Kitayama & Mushfiq Mobarak & Yi Qian & Ishani Tewari & Wendy Wood, 2015. "Research Opportunities in Emerging Markets: an Inter-disciplinary Perspective from Marketing, Economics, and Psychology," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 264-276, December.
    11. Pamellah A. Asule & Collins Musafiri & George Nyabuga & Wambui Kiai & Felix K. Ngetich & Christoph Spurk, 2023. "Determinants of Simultaneous Use of Soil Fertility Information Sources among Smallholder Farmers in the Central Highlands of Kenya," Agriculture, MDPI, vol. 13(9), pages 1-23, August.
    12. Dickson N. Khainga & Paswel P. Marenya & Maria Luz Quinhentos, 2021. "How much is enough? How multi-season exposure to demonstrations affects the use of conservation farming practices in Mozambique," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(7), pages 11067-11089, July.

    More about this item

    JEL classification:

    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Q16 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - R&D; Agricultural Technology; Biofuels; Agricultural Extension Services

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