@article{89fb7abc326b483f8c6dd2b0df310854,
title = "A Comparative Study of the Influence of Communication on the Adoption of Digital Agriculture in the United States and Brazil",
abstract = "Digital agriculture has been developing rapidly over the past decade. However, studies have shown that the need for more ability to use these tools and the shortage of knowledge contribute to current farmer unease about digital technology. In response, this study investigated the influence of communication channels—mass media, social media, and interpersonal meetings—on farmers{\textquoteright} adoption, decision-making, and benefits obtained using technologies. The research uses data from 461 farmers in Brazil and 340 farmers in the United States, leaders in soybean production worldwide. The results show differences and similarities between these countries. LinkedIn has the highest positive association in Brazil between the communication channels and the digital agriculture technologies analyzed. In the United States, YouTube has the highest positive correlation. The overall influence of social media among Brazilian farmers is higher than among American farmers. The perceived benefits of using digital tools are more strongly associated with mass media communication in the United States than in Brazil. Regarding farm management decision-making, the study showed a higher relevance of interpersonal meetings in Brazil than in the United States. Findings can aid farmers, managers, academics and government decision makers to use communication channels more effectively in evaluating and adopting digital technologies.",
keywords = "technology, network, social media, mass media, farmers",
author = "Joana Colussi and Steve Sonka and Schnitkey, {Gary D.} and Morgan, {Eric L.} and Padula, {Ant{\^o}nio D.}",
note = "We kindly acknowledge the statistical support of Lourdes Odete dos Santos and Paulo Waquil, both from the Federal University of Rio Grande do Sul (UFRGS). We also gratefully acknowledge the National Council for Scientific and Technological Development (CNPq) from Brazil and the Department of Agricultural and Consumer Economics at the University of Illinois Urbana-Champaign for their research support. Data used in this analysis were collected in collaboration with the Brazilian Association of Soybean Growers (Aprosoja); Brazil\u2019s National Supply Company (Conab); Union and Organization of the Cooperatives of the State of Paran\u00E1 (Ocepar); Federation of Agriculture and Livestock in Mato Grosso (Famato); Federation of Agriculture in Rio Grande do Sul (Farsul); Federation of Agriculture in Paran\u00E1 (Faep); Federation of Agriculture in Goi\u00E1s (Faeg); Brazilian Soybean Strategic Committee (Cesb); Sustainable Agriculture Associated Group; Aquarius Project from the Federal University of Santa Maria (UFSM); Farmdoc/University of Illinois; Illinois Farm Business Farm Management Association (FBFM); Illinois Soybean Association; Illinois Farm Bureau; Iowa Soybean Association; Nebraska Soybean Board; North Dakota Soybean Growers Association; Ohio Soybean Association; Ohio State University; Missouri Soybeans; and Minnesota Soybean Growers Association.",
year = "2024",
month = jul,
doi = "10.3390/agriculture14071027",
language = "English (US)",
volume = "14",
journal = "Agriculture (Switzerland)",
issn = "2077-0472",
publisher = "Multidisciplinary Digital Publishing Institute (MDPI)",
number = "7",
}