Assessing the Impact of Mobile Agriculture Advisory Services on Maize Farmers in South Valley Community

Thesis Abstract

The rapid proliferation of mobile technology offers unprecedented opportunities for enhancing agricultural extension services, particularly among maize farmers in rural communities such as South Valley, where traditional extension methods face constraints related to cost, reach, and timeliness. This study investigates the impact of mobile agriculture advisory services (MAAS) on maize farmers' productivity, knowledge, and decision-making within South Valley Community, aiming to provide empirical evidence on the effectiveness of digital extension interventions. The specific objectives are to assess the extent of MAAS adoption among maize farmers, evaluate its impact on maize yield and input use efficiency, analyze how it influences farmers' knowledge and perceptions, and identify barriers to effective utilization of mobile advisory services. The study adopts a descriptive mixed-methods research design, integrating quantitative surveys with qualitative interviews to offer a comprehensive understanding of the phenomena. The population comprises all registered maize farmers in South Valley Community, with a target sample size of 300 farmers selected through stratified random sampling to ensure representation across age, gender, and farming experience. Data collection instruments include structured questionnaires to quantify levels of MAAS adoption, farming outcomes, and farmers’ perceptions, alongside semi-structured interview guides for key informants such as extension agents and community leaders. Validity and reliability of the instruments are ensured through pre-testing, expert validation, and calculating Cronbach's alpha coefficients exceeding 0.8. Data analysis entails the use of descriptive statistics to delineate farmers’ demographic characteristics and MAAS usage patterns, followed by inferential techniques such as multiple regression analysis to determine the relationship between mobile advisory service usage and maize productivity, and ANOVA to examine variations across different farmer groups. Thematic analysis is employed to interpret qualitative data, providing nuanced insights into barriers and facilitators of adoption. The theoretical framework incorporates Rogers’ Diffusion of Innovations Theory to elucidate factors influencing the adoption and dissemination of mobile advisory services, complemented by the Technology Acceptance Model to understand user acceptance dynamics. Expected findings indicate a positive correlation between MAAS utilization and improvements in maize yields, input efficiency, and farmers’ agricultural knowledge. The study anticipates identifying key factors affecting adoption rates, including technological literacy, access to mobile devices, and perceived relevance of advisory content. Results are expected to reveal that mobile advisory services significantly contribute to empowering farmers to make informed decisions, thus promoting sustainable agricultural practices. However, barriers such as network connectivity issues, linguistic challenges, and limited digital skills are expected to impede optimal utilization. This research contributes to existing knowledge by providing context-specific evidence on the effectiveness of mobile-based extension services in smallholder farms, bridging gaps identified in prior studies that predominantly focus on urban or institutional settings. It offers practical insights for policymakers, extension agencies, and technology providers seeking to enhance digital dissemination strategies for small-scale maize farmers. The main conclusion underscores that mobile agriculture advisory services are a viable and impactful tool for augmenting maize productivity in rural communities when complemented by targeted capacity-building initiatives. Based on the findings, recommendations include expanding mobile service coverage, tailoring content to farmer literacy levels, and integrating training programs to improve digital skills. Future research should explore longitudinal impacts and scalability of mobile advisory interventions across diverse agricultural contexts to further substantiate their role in agricultural development.