Factors influencing mobile phone usage awareness for accessing agricultural marketing information by grape smallholder farmers in Dodoma, Tanzania
Journal of Information, Communication and Ethics in Society
ISSN: 1477-996X
Article publication date: 20 September 2023
Issue publication date: 7 November 2023
Abstract
Purpose
There is a contradictive debate on factors influencing mobile phone usage awareness among scholars. This study aims to examine factors influencing mobile phone usage awareness for accessing agricultural marketing information.
Design/methodology/approach
A descriptive cross-sectional research design was used with 400 smallholder grape farmers. The use of structured questionnaires, focus group discussions and key informant interviews helped to collect primary data. Data analysis was subjected to descriptive, ordinal logistic regression and thematic approaches.
Findings
This study found that farmers were mostly aware of voice calls helping to access buyers and price information. Education, age and sex were the critical factors influencing mobile phone usage awareness among grape smallholder farmers.
Originality/value
This study contributes to scientific knowledge by providing an understanding of the perceived factors on mobile phone usage awareness within the grape subsector to inform policymakers.
Keywords
Acknowledgements
Disclosure statement: This study has no conflicts of interest with anyone.
Funding: This study received no direct funding from any source.
Citation
Nyagango, A.I., Sife, A.S. and Kazungu, I. (2023), "Factors influencing mobile phone usage awareness for accessing agricultural marketing information by grape smallholder farmers in Dodoma, Tanzania", Journal of Information, Communication and Ethics in Society, Vol. 21 No. 4, pp. 502-520. https://doi.org/10.1108/JICES-04-2023-0048
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited