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Smart farming (SF) is a relatively new concept referring to the use of information and communication technology in farm management, focusing simultaneously on productivity, profitability, and conservation of natural resources. However, despite the benefits, the adoption rate of some SF technologies has not been uniform in some countries. The aim of this paper was to identify the barriers and determining factors influencing the decisions of grain farmers regarding adopting SF technologies. A sample of farmers in southern Brazil (n=119) was analyzed through descriptive analysis, Logit and Poisson models. The results showed there was no strict pattern in farmers’ profile, especially in terms of socioeconomic characteristics, to explain the adoption of SF technologies as a package. Adoption of some technologies requires more years of education and knowledge about how technology works, other technologies demand more scale. Broadly speaking, SF requires farmers to be open and receptive to this concept of agriculture.

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Trust plays a crucial role in interpersonal relationships, including customer–company relationships, where the customer expects that a company will behave predictably in any particular situation. Companies do not always fulfill customers' expectations and thereby breach the trust relationship. To avoid negative consequences of this trust violation, companies may issue a formal apology as one possible path to regaining customer trust. In the same way, a previous social interaction, which can increase the customer's levels of oxytocin, can help to recover trust after service failures. In this study, three experiments were conducted as follows: the first manipulating a simulated social interaction with images; the second manipulating a physical social interaction, (i.e., a hug); and the third with exogenous oxytocin administration. The results showed that both physical interaction, (i.e., a hug) and simulated social interaction, (i.e., images of people interacting with each other) had a positive effect on customer trust recovery and provided support for oxytocin release as the underlying mechanism in this process. This research contributes to understanding of the link between social interactions and trust by elucidating the effects of both simulated and physical interactions on trust recovery.

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