Author ORCID Identifier
Oluwabunmi Adejumo: 0000-0002-8073-3153
Obianuju Nnadozie: 0000-0002-4843-2852
Uchenna Efobi: 0000-0003-2499-4655
Osariemen Asiriuwa: 0000-0001-9553-8767
Abstract
This study investigates the impact of providing technology-benefiting information on the uptake and perceived effectiveness of a digital market information platform among smallholder farmers. We assess how exposure to a documentary influences farmer-level outcomes, including willingness to pay for and adopt similar platforms. Using a randomized field experiment, farmers were assigned to view or not view the documentary. Results show treated farmers were significantly more willing to use and pay for the platform. The intervention improved perceptions of digital technology, and the effects persisted over time. We also find gender differences in responses, suggesting that men and women may respond differently to digital outreach strategies.
Recommended Citation
Adejumo, O.,
Nnadozie, O.,
Efobi, U.,
&
Asiriuwa, O.
(In press).
Technology Information and Adoption of Digital Market Platforms: Experimental Evidence on Livestock Farmers in Nigeria.
Information Technology for Development.
Available at:
https://aisel.aisnet.org/itd/vol32/iss3/28