Exploring Agriculture Advisor's Perception Towards Adoption of Digital Farming Technologies to Transfer Knowledge to Small-Holder Farmer

Abstract

The integration of digital farming technologies (ADTs), including mobile apps, GIS, IoT devices, AI systems, social media, online learning platforms, and drones, by agricultural advisors (extension service workers) aims to improve farmers' access to resources and Knowledge, especially during emergencies. However, understanding extension workers' perspectives on adopting these technologies remains critical, particularly in the post-COVID-19 era. Limited research explores how the pandemic shifted their beliefs and the reasons behind these changes. This study examines agricultural advisors' perceptions of ADT adoption to support emerging farmers. Grounded in the Technology Acceptance Model (TAM), the research was conducted at Moretele local municipality, Northwest Province, South Africa, with ten advisors sharing their beliefs through focus group discussions and semi-structured interviews. Data analyzed using the latest version of NVivo software revealed significant knowledge gaps about ADT applications. Participants expressed drastically changed perceptions post-COVID-19: while some initially viewed technology as ineffective in South Africa, they came to appreciate how even simple mobile technologies enabled them to access many farmers during the pandemic. Despite challenges such as limited technological Knowledge, inadequate infrastructure, and financial constraints, participants acknowledged the transformative potential of ADTs. The findings highlight the need for improved infrastructure, accessible training, and supportive government policies to foster sustainable and inclusive agricultural practices.