Adoption of Agricultural E-Marketing: Application of the Theory of Planned Behavior

Adoption of mobile phone for marketing of cereals by smallholder farmers in Quang Dien District of Vietnam

“…This suggests that any single source of information does not provide all of the information needs of the smallholder cereal farmers for marketing. Some studies (Alavion et al, 2017;Das, 2014;Mittal & Mehar, 2016) found that smallholders did not rely on a single source of information for marketing, but used a number of sources, which is consistent with the result of this study. Table 3 shows the extent of smallholder cereal farmers' use of mobile phone for marketing.…”

“…In addition, no known study has investigated factors influencing the adoption of mobile phones for marketing by Vietnamese smallholders. Moreover, the findings reported in the existing literature (Alavion et al, 2017;Kante et al, 2017;Mittal & Mehar, 2016;Ogutu et al, 2014;Senthilkumar et al, 2013;Zhang et al, 2016) are not consistent across the studies. For example, Mittal and Mehar (2016) investigated factors that influence the farmers' adoption of ICTs for marketing in India and found that Indian farmers with higher education level and large farm size tended to use ICTs for marketing more than those with a lower education level and small farm size.…”

“…The possible reason for this is that CBO members often support each other in terms of human and financial resources, and this can lead to being in a better position to adopt mobile phones for marketing, as well as sharing information between members. In the mainstream literature (Alavion et al, 2017;Kante et al, 2017;Mittal & Mehar, 2016;Ogutu et al, 2014;Senthilkumar et al, 2013), little has been written about the importance and impact of membership of CBOs on smallholders' mobile phone adoption for marketing.…”

“…Existing literatures (Abebe & Mammo Cherinet, 2018;Alavion, Allahyari, Al-Rimawi, & Surujlal, 2017;Kante, Oboko, & Chepken, 2017;Mittal & Mehar, 2016) reveal that the farmers' adoption of ICTs is likely to be connected to either one, or more, of the following factors. a) Demographic factors of farmers such as gender, age and education level (Das, 2014;Mittal & Mehar, 2016;Senthilkumar, Chander, Pandian, & Kumar, 2013); b) Socio-economic factors of farmers and farms such as farm size, income and access to credit (Ogutu, Okello, & Otieno, 2014;Senthilkumar et al, 2013); c) Situational factors of farmers and farms such as distance from farmers' home to local markets (Abebe & Mammo Cherinet, 2018); and d) Institutional factors of farmers such as farmers' participation in training courses and extension contacts by farmers (Abebe & Mammo Cherinet, 2018;Senthilkumar et al, 2013).…”

Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria

“…The results indicated that ICT capabilities determined 57% variance of agricultural products marketing. Therefore, the following null hypotheses were formulated: H0 1 : There is no significant relationship between the use of social media in agricultural marketing and cost of marketing agricultural products H0 2 : There is no significant relationship between the use of social media (Facebook, WhatsApp and Instagram) in agricultural marketing and farmers' turnover from agricultural products Other related studies are "use of information communication technologies among agricultural extension officers in Lesotho" (Akintunde & Oladele, 2019), "adoption of agricultural e-marketing," (Alavion et al, 2017), as well as the studies of Eze et al (2019), among others. 2016investigated the effect of social media on the performance of advertisement business in in Kenya.…”