The new frontier: social media’s influence on farming practices in the Brazilian Amazon

Abstract

Social media has the potential to reshape rural agriculture in developing nations in ways that differ from other Information and Communication Technologies (ICTs) because the communication method is mediated through social capital that expands and strengthens relationships. This paper uses two quasi-experimental approaches to estimate the impact of four different communication treatments (including three ICTs) on production practices of small-scale farmers in Rondônia, Brazil. Our difference-in-differences estimation controls for time-invariant unobservable differences in the characteristics of households that do and do not engage with ICTs and draws on a panel from 2009 and 2019. Our propensity score matching is estimated with over 1,200 farmer households surveyed in 2019. We find that the use of social media increases the uptake of both old and new pasture management and cattle practices that are promoted by state and federal agencies via their social media feeds. We also test the impact of the interaction between social media and extension agent visits and find evidence appear to operate independently, potentially as substitutes. Our results suggest that social media is an effective and low-cost way for extension agencies to reach farmers, although we are uncertain as to whether these effects would be stronger with targeted extension visits that use social media to reinforce messaging.