Identifying intermediary role of opinion leaders in Roma valley, Lesotho

M. A. O. Akintunde and N. Thetsane

Nigerian Journal of Rural Sociology, 2020, vol. 18, issue 2

Abstract: The study was aimed at investigating intermediary roles of opinion leaders. Key objectives were to describe perception of farmers regarding personal attributes of farmers; agricultural information dissemination by opinion leaders; roles and identification of opinion leaders. The study was carried out in six villages in Roma Valley and quantitative research design was used. Systematic random sampling was used to come up with 60 respondents, and data were collected using structured questionnaire. Data were analysed using descriptive statistics. Findings reveal that opinion leaders are useful in delivery of information based on the perceptions of farmers in Roma Valley; they are identified by the traits they possess, interests of farmers and other factors. The study found that opinion leaders are young and mature adults; most of them are educated and have high socio-economic status compared to their followers. They are also able to access agricultural information from the internet which farmers were found not to be accessing.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ngnjrs:348463

DOI: 10.22004/ag.econ.348463

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