I share because I care! Smallholder farmers’ perceptions of the usefulness of word of mouth for their market participation decisions

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dc.contributor.authorIsmail, Ismail Juma
dc.contributor.authorAmani, David
dc.contributor.authorChangalima, Ismail Abdi
dc.contributor.authorKazungu, Isaac
dc.date.accessioned2024-08-19T12:01:50Z
dc.date.available2024-08-19T12:01:50Z
dc.date.issued2023
dc.descriptionFull-text. Available at: https://doi.org/10.1108/IRJMS-11-2022-0104
dc.description.abstractPurpose The approach to integrate concepts from different disciplines so as to solve the problems facing smallholder farmers has gained momentum in recent years. However, very little is known about how word-of-mouth (WOM) dimensions can be used in agricultural marketing to explain market participation among smallholder farmers. Therefore, this study investigates the perceived usefulness of WOM in explaining smallholder farmers’ market participation. Design/methodology/approach The cross-sectional design was carried out to survey a sample of 467 smallholder farmers. This study used partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4 to test hypotheses. Findings The results revealed that WOM dimensions such as expertise differential, strong tie and trustworthiness among smallholder farmers significantly influence the WOM message delivery. Likewise, the findings suggest that WOM message delivery significantly influences market participation among smallholder farmers. Finally, it was revealed that WOM message delivery significantly mediates the relationship between WOM dimensions and market participation. Practical implications This study provides useful insights to smallholder farmers on how to use WOM dimensions to enhance more market participation in formal markets, especially through proper WOM message delivery. Originality/value The current study solves the problem of information asymmetry among smallholder farmers through WOM. It is perhaps the first study to establish the link between WOM dimensions and market participation among smallholder farmers in the context of developing countries.
dc.identifier.citationIsmail, I. J., Amani, D., Changalima, I. A., & Kazungu, I. (2024). I share because I care! Smallholder farmers’ perceptions of the usefulness of word of mouth for their market participation decisions. IIM Ranchi Journal of Management Studies, 3(1), 39-53.
dc.identifier.doi10.1108/irjms-11-2022-0104
dc.identifier.otherDOI: https://doi.org/10.1108/IRJMS-11-2022-0104
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4834
dc.language.isoen
dc.publisherEmerald
dc.relation.ispartofIIM Ranchi Journal of Management Studies
dc.subjectWOM dimensions
dc.subjectExpertise differential
dc.subjectStrong tie
dc.subjectTrustworthiness
dc.titleI share because I care! Smallholder farmers’ perceptions of the usefulness of word of mouth for their market participation decisions
dc.typeArticle
oaire.citation.issue1
oaire.citation.volume3
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