Factors Influencing the Use of Digital Marketing Technologies in the Marketing of Green Leafy Vegetables Among Smallholder Farmers in Lari Sub-County, Kenya

Smallholder farmers in emerging economies have long faced information asymmetry difficulties which limits their access to lucrative markets. Farmers therefore, decide to sell their produce through middlemen at relatively low prices, resulting in insufficient profits. Numerous studies have shown that digital marketing technologies in agriculture are an important tool for farmers to be active participants in profitable markets by improving their access to timely and relevant market information. Despite the rapid expansion of digital marketing technology in emerging nations' agricultural sectors, adoption of such technologies in rural areas remains low. The purpose of this study was to identify the characteristics that influence smallholder farmers' usage of digital marketing technology in the selling of green leafy vegetables in Lari sub-County, Kenya. The study specifically attempted to determine the socioeconomic, institutional, and technological factors that influence smallholder farmers' usage of digital technology. A descriptive survey research design was used. A multistage sampling procedure was used to select 374 green leafy vegetable farmers. The semi-structured questionnaire was employed to collect data. A multivariate probit model was used to analyze the data. The results show that education level, access to extension services, electricity installation positively influenced the use of mobile phone, social media, and internet search engines in marketing of green leafy vegetables. The adoption of digital marketing technologies in the marketing of vegetables can be influenced by several factors. Therefore, the study recommends the County Government to implement targeted educational initiatives that focus on digital literacy for smallholder farmers. Keywords: marketing; vegetables; mobile phone; social-media; middlemen; socioeconomic DOI: 10.7176/JBAH/14-4-03 Publication date: December 30 th 2024