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Effect of Agricultural Extension on Farmers’ Adoption of Digital Customer Communication in Agribusiness

Abstract

The study examines the effect of agricultural extension on farmers’ adoption of digital customer communication in agribusiness. Digital customer communication provides farmers and other agricultural entrepreneurs with opportunities to interact with customers through mobile phones, social media platforms, messaging applications, and other digital channels. Effective use of these communication tools can improve customer relationships, facilitate the exchange of product information, and support the marketing of agricultural products. The study will assess farmers’ access to agricultural extension services relating to digital customer communication and determine the extent to which extension personnel provide information and guidance on the use of digital communication platforms in agribusiness. It will also examine the level of farmers’ adoption of digital customer communication and determine how farmers use digital channels to respond to customer enquiries, provide product information, receive orders, and maintain communication with buyers. A descriptive survey research design will be adopted for the study. Data will be collected from selected farmers using structured questionnaires administered through an appropriate sampling procedure. The data obtained will be analyzed using descriptive statistics such as frequency counts, percentages, mean, and standard deviation, while an appropriate inferential statistical technique will be used to determine the effect of agricultural extension on farmers’ adoption of digital customer communication in agribusiness. The study is expected to reveal that farmers who receive regular agricultural extension services are more likely to adopt digital customer communication practices. Extension services are expected to improve farmers’ knowledge of digital communication tools and their ability to communicate effectively with customers through online channels. However, limited digital literacy, inadequate internet connectivity, high communication costs, limited access to digital devices, and concerns about online communication may constrain adoption. The findings will be useful to agricultural extension officers, agricultural development agencies, policymakers, digital agricultural service providers, and farmers’ organizations by providing information on the role of extension services in promoting digital communication within agribusiness. The findings may also assist extension personnel in developing practical training programmes that improve farmers’ digital communication and customer relationship skills. The study will conclude that effective agricultural extension can contribute to improved adoption of digital customer communication among farmers engaged in agribusiness. It will recommend strengthening extension education on digital communication tools, improving farmers’ digital literacy, promoting access to affordable digital technologies, and providing practical guidance on the effective use of digital platforms for customer interaction and agricultural marketing.

Keywords: Agricultural extension, farmers, digital customer communication, agribusiness, digital communication, customer relations, digital agriculture, agricultural marketing, digital literacy, mobile communication, social media, online communication, customer service, farm business, agricultural entrepreneurship.