Social networks and the actors of the honey production chain: case study with producers from Para state, Brazil

ABSTRACT

The Internet and social networks are considered as important sources of information for rural producers, regarding property management and agricultural activities. The objective of this work was to understand the influence of social networks on actors of the honey production chain, in Para state, regarding the changes of the production practices and the effect of the coronavirus pandemics on this process. This is an explanatory case study with qualitative approach carried out through semistructured interviews with beekeepers/ honey producers, and apicultural technicians, in Para state. The indication of WhatsApp as the most relevant social network for the beekeeping activity in this Brazilian state- for information exchange, remote technical assistance, broadcasting, and adoption of new technologies of production and marketing -, as well as the expansion of this relevance during the coronavirus pandemics, are the main contributions of this research that also can help to a more efficient planning of communication strategies for the technology transfer and innovation processes in the rural environment.