Unleashing the power of social media: examining farmers’ adoption for agriculture knowledge exchange
Nguyen Khanh Doanh,
Truong Tuan Linh,
Thi Tuan Linh Pham
Abstract:Purpose
This study uses a comprehensive theoretical framework that combines social cognitive theory and neighborhood effect to investigate the influence of neighborhood effects on farmers’ outcome expectations, observational learning and self-efficacy. This study aims is to analyze the mechanisms that underlie the adoption of social media by farmers for knowledge exchange in the agricultural context. Specifically, this research explores the role of neighborhood effects, outcome expectations, observational lear… Show more
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