Social networks as a mechanism for information diffusion among smallholder common bean farmers in Isingiro District

Abstract

Social networks, both physical and virtual, play a key role in spreading agricultural innovations by connecting farmers to information, resources, and peers. However, the relationship between physical and virtual networks remains understudied. This study explored the structure and function of both physical and virtual networks in the diffusion of agricultural information among common bean farmers from Masha and Nyamuyanja sub-counties in Isingiro District, Uganda. A sequential mixed-methods research design employing a survey of 396 common bean farmers, 8 focus group discussions, 12 in-depth interviews, and 6 key informant interviews was used. Results showed that physical social networks were the most used because of the high level of trust among farmers, and the hands-on and demonstration-based learning they supported. Most farmers reported that most of the agricultural information received came from community members, farmer groups, and extension agents. Extension agents act as bridging links by connecting formal institutions like CIAT with local farmer networks. The extension agents provided technical knowledge to organized groups, which then shared it further through peer interactions. Conversely, Virtual networks, especially WhatsApp groups, served as top-down communication platforms. These were started by CIAT and later supported by DRDIP and local extension agents. While helpful, their reach was limited by barriers such as high data costs, digital illiteracy, and limited smartphone access. Although smartphone ownership was reported by 23.3% of the farmers, usage for agricultural information remained limited due to cost, lack of digital skills, and access issues. However, further analysis indicates that COVID-19 led to a notable increase in adoption and use of virtual spaces for sharing information. The structural differences between physical face-to-face and virtual online networks greatly influenced how information was accessed and exchanged. The physical network was characterized by subgroups formed based on geographical location, which sometimes disrupted information flow, while virtual online networks tended to have fewer connections. Group membership, phone ownership, years in school, and leadership, had an association with the type of social network used. Additionally, the number of connections was significantly associated with leadership (p=0.000), use of social networks for information diffusion (p=0.000), gender, household size, years of growing beans (p=0.039) and distance to the produce market (p=0.028). Practitioners and policymakers should therefore focus on strengthening the link between physical and virtual networks by increasing access to affordable technology and ensuring virtual channels support rather than replace the personal relationships and trust that are essential for learning in face-to-face networks.