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Effect of Extension Services on Farmers’ Adoption of Online Agricultural Advertising

Abstract

The study examines the effect of extension services on farmers’ adoption of online agricultural advertising. Online agricultural advertising provides farmers with opportunities to promote farm products, reach potential buyers, communicate product information, and expand access to agricultural markets through digital platforms. Extension services can provide farmers with relevant knowledge and practical guidance on the use of online advertising tools for promoting agricultural products. The study will assess farmers’ access to extension services relating to online agricultural advertising and determine the extent to which extension personnel provide education on digital advertising platforms, online product promotion, agricultural marketing content, and communication with potential customers. It will also examine the level of farmers’ adoption of online agricultural advertising and identify the major practices used by farmers to promote their agricultural products online. 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 extension services on farmers’ adoption of online agricultural advertising. The study is expected to reveal that farmers who have regular access to extension services are more likely to adopt online agricultural advertising practices. Extension services are expected to improve farmers’ knowledge of digital marketing platforms and their ability to create and share information about agricultural products online. However, limited digital literacy, poor internet connectivity, inadequate access to smartphones or other digital devices, and concerns about online transactions 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 agricultural marketing. The findings may also assist extension personnel in developing training programmes that improve farmers’ ability to use online platforms for product promotion and market communication. The study will conclude that effective extension services can contribute to increased adoption of online agricultural advertising among farmers. It will recommend strengthening extension education on digital agricultural marketing, improving farmers’ digital skills, promoting access to appropriate online advertising platforms, and providing practical guidance on creating effective and trustworthy online advertisements for agricultural products.

Keywords: Extension services, farmers, online agricultural advertising, digital marketing, agricultural marketing, online promotion, digital agriculture, farm products, digital literacy, market access, social media marketing, agricultural communication, online platforms, product promotion, agricultural entrepreneurship.