INFLUENCE OF DIGITAL COMMUNICATION TECHNOLOGY UTILISATION ON FARMERS’ MARKETING EFFICIENCY

Abstract

The review set out to scrutinise the rising influence of digital communication technology on marketing efficiency of farmers under a dichotomize scenario. As digital momentum progresses, one of its core upsides is expected to emerge in form of steady to radical shift in farmers’ marketing efficiency. While significant body of literature have offered encouraging projection, we proceeded to avoid over generalization, to understand precise direction of digital impact on marketing outcome of smallholders and commercial farmers as well as accompany trend. We posit that, the existing intervening elements or determinants of marketing efficiency is about to change in the unfolding digital age. We expressed, that factors such as traceability, participation in Global Value Chain, ease and safety of transaction will indicate efficiency or otherwise of farmers marketing as digitization becomes mainstream. Adopting a systematic review methodology, we synthesized evidence that beyond the general optimism, smallholder farmers are far removed from optimizing digital advantage in their marketing. We unravel a major divide, as commercial farmers tend to wield noticeable edge, reaping digital benefit in marketing while smallholders struggle persists. Electronic commodity exchange, digital marketplace and ability to integrate ancillary services is ramping up commercial farmers potential marketing efficiency. Conversely, we noticed available marketing digital solutions for smallholders are mostly stand alone and works in isolation. Dearth of appreciable digital skills and basic infrastructure were found limiting in smallholder case. We conclude by advancing policy suggestion to scale farmers digital readiness through cooperative and calls for wider collaboration between government and development partners to accelerate delivery of end-to-end digital technology for the marketing benefit of smallholders as a means to closing emerging divide.