Adoption and impacts of messaging applications and participation in agricultural information-sharing groups: an empirical analysis with Brazilian farmers

Purpose - This study aimed to identify the determinants of farmers' participation in agricultural information-sharing digital groups and their impacts on farm performance. Design/methodology/approach - Primary data of the 2015/2016 crop year collected from 175 cattle farmers were analyzed using descriptive statistics and econometric models. Farmers who had smartphones and participated in social groups/applications, especially those created to exchange agricultural information, were considered adopters of the technology. Findings - A Poisson hurdle model showed that farmers' decision to participate in agricultural information-sharing digital groups is determined by schooling, age (negative effect) and use of tools for planning production. The intensity of participation is affected by risk propensity, interaction with specialist advisors, use of tools for planning production and participation in cooperatives. The authors also found empirical evidence that farmers' participation in agricultural information-sharing digital groups positively affects farm income per hectare. Research limitations/implications - The results of this study are important for accelerating the diffusion of low-cost digital technologies, which are powerful tools for improving farmers' sharing and access to valuable information in real time and in locations far from urban areas. Originality/value - To the best of the authors’ knowledge, this is the first empirical analysis of the adoption and impacts of agricultural information-sharing digital groups/applications by Brazilian cattle farmers. The diffusion of simple digital technologies is important for reducing heterogeneity and increasing the efficiency of cattle production.