The Influence of Farmers’ Socio-Economic Characteristics on Their Choice of Opinion Leaders: Social Knowledge Systems

ABSTRACT

Smallholder farmers’ social knowledge systems are evolving in connecting key actors within and outside their knowledge systems. These key actors play a vital role in navigating the complexity and the dynamics of organisations, and effectively influence the community. This study identified the opinion leaders of smallholder farmers and measured the extent of their influence on the quality of these farmers’ knowledge of agriculture. Furthermore, the study explored the reasons why farmers choose their opinion leaders. A structured questionnaire was administered to 219 purposively selected smallholder farmers in the rural areas in KwaZulu-Natal, South Africa. Data were captured and analysed using the Statistical Package for Social Sciences (SPSS) version 26 and STATA to run multinomial logistic regression model (MNL). The results showed that farmers participated in field visits and attended farmers’ group meetings to communicate with agricultural advisors and group leaders. In addition, the findings showed that interactions could be a crucial element of knowledge and learning for farmers. This showed that the farmers required a consistent flow of material resources and knowledge. The time and energy spent by farmers building social relationships with these opinion leaders reflected the accumulation of information and resources gathered. Issues related to accessibility, availability and, quick feedback regarding farmers’ problems emerged, which seemed to influence the farmers’ choice of an opinion leader. The language and accessibility to sources of knowledge and feedback were crucial to the smallholder farmers included in the study. Furthermore, the results revealed that farmers’ educational level, farmers who engaged in agriculture for household consumption, and opinion agricultural skills have statistical significance on farmers’ choice of opinion leaders. Considering the findings, it is suggested that efforts to improve farmers’ active knowledge systems and access to the opinion leaders within these active knowledge systems should take into consideration the socio-economic factors that influence farmers’ choices and participation in social systems and social interactions. These findings may help agents develop a better understanding of the dynamics of local communities and the social complexity that shapes farmers’ environments and decisions. To be a progressive and effective opinion leader, constant, continuous assessment is needed to increase leadership skills. In addition, the enhancement of programmes, which will recognise the active opinion leaders within the communities, are needed to strengthen the efforts and impact for more resilient outcomes.