BALUYOT, ELGIE VALIENTE

CORNEL, RANIEL FERNANDEZ

DELA CRUZ, FERGILLAN ESTEBAN
JOSE, LADYLYN RAMOS
NOTA, MICHAEL ALEXIS TRINIDAD

MPA 203: Research Methods in Public Administration

Research Title: Empowering Agriculture through Agricultural Training Institute’s Digital

Farmer’s Program: Leveraging Digital Tools and Social Media Enhanced Farming
Income.

I. INTRODUCTION

I.1 Background of the Study

Globally, agriculture was on the verge of a major transformation given the prominence of
digital technologies in the 2000s. Digital technologies were transforming this traditionally labor-
intensive domain by offering much-needed solutions for growing food security challenges
(Alternate Pathways for Leveraging Digital Technologies in Agriculture, 2021). Ensuring food
security has become an issue of key importance to countries with different degrees of economic
development, while the agricultural sector plays a strategic role in improving food availability
(Sustainable Development of Rural Areas and Agriculture, 2020). In today's digital era, social
media has emerged as a powerful tool for connecting people, disseminating information, and
facilitating business transactions. African agriculture, with its vast potential and diverse range of
agricultural products, can greatly benefit from leveraging social media platforms for marketing
purposes (Agenpo, 2023).

The Digital Farmers Program (DFP) represents a pioneering endeavor led by the
Department of Agriculture - Agricultural Training Institute (DA-ATI) in the Philippines, in
collaboration with Smart Communications Inc., aimed at a paradigm shift in the agricultural
landscape while empowering farming communities (SMART, 2021; Unite, 2021). Recognized
for its outstanding contributions, the program earned the prestigious 2021 Outstanding Extension
Project Award. At its core, DFP strives to bridge the technological divide in agriculture by
equipping Filipino farmers and youth engaged in agriculture with state-of-the-art digital literacy
skills (Philippine News Agency, 2021). This comprehensive, three-tiered initiative not only seeks
to improve the livelihoods of farmers but also to inspire the younger generation to embrace
farming as a sustainable and technology-driven career path.

DFP marks a pivotal step towards promoting technological adoption in agriculture, in

alignment with Smart's commitment to reducing the digital divide and supporting the United
Nations' Sustainable Development Goal #8: Decent Work and Economic Growth. The program
encompasses a wide array of digital tools and skills, including smartphone usage, social media,
agricultural applications, e-commerce, and innovative apps like SPIDTECH and Plant Doctor
Online, developed in collaboration with various organizations and funded by the Department of
Science and Technology (DOST). These resources empower participants to identify, manage,
and combat insect pests, diseases, and other agricultural challenges (Unite, 2021).

Furthermore, the DFP initiative acknowledges the demographic challenge within the
farming community, where the average age of farmers is 56, raising concerns about the future of
agriculture in the Philippines (Philippine News Agency, 2021). To tackle this issue, DFP
strategically engages both elderly farmers and tech-savvy youth to ensure knowledge transfer
and sustainable farming practices. The program's emphasis on crowdsourcing, agricultural apps,
and marketing not only enhances the digital skills of participants but also serves as a model for
other local government units.

The primary focus of this study is to quantify the impact of the Digital Farmers Program
on increasing agricultural revenue, directly benefiting farmers by potentially enhancing their
income through digital tools and social media. This underscores how the program can facilitate
access to new markets, optimize resource utilization, and improve crop yields, thereby enhancing
the financial well-being of agricultural stakeholders. Moreover, this research highlights the
transformative potential of integrating digital technologies and social media in agriculture,
potentially revolutionizing the sector for increased efficiency, connectivity, and adaptability.
Recognizing this potential holds significant implications for policymakers and stakeholders in
shaping future agricultural development strategies and investments.

The objectives of this study are multifaceted. Firstly, the study aims to evaluate the
effectiveness of the Digital Farmers Program initiated by the Agricultural Training Institute
(ATI) in addressing critical challenges within the agricultural sector. These challenges
encompass limited market access, resource constraints, and delayed information dissemination.
Secondly, the research seeks to illuminate how the Digital Farmers Program successfully bridges
the knowledge gap between traditional and modern farming practices, ultimately leading to
improved farming techniques. Thirdly, the study aims to quantify the program's contribution to
augmenting agricultural revenue streams and its impact on the financial well-being of
agricultural stakeholders.

Moreover, the research aims to examine the transformative potential arising from the
integration of digital technologies and social media within the agricultural domain. Lastly, the
study aspires to provide a comprehensive assessment of the program's long-term viability and
expansibility, recognizing the significance of such insights for policymakers and stakeholders in
shaping the future of agricultural development.

This research holds substantial promise in addressing pivotal issues within the
agricultural sector, which are fundamental to global livelihoods and food security. By evaluating
the Digital Farmers Program, it intends to offer valuable insights with several potential benefits:
Firstly, it can enhance agricultural practices by narrowing the knowledge gap between traditional
and modern farming methods, thereby increasing their efficiency and effectiveness.

Secondly, the research can contribute to improving farmers' income and financial stability
by quantifying the program's impact on agricultural revenue streams. Additionally, it has the
potential to unlock the transformative power of digital technologies and social media in
agriculture, fostering innovation and industry improvements.

Lastly, by informing policymakers and stakeholders about the program's long-term

viability and scalability, it equips them to make informed decisions that shape the future of
agricultural development. In summary, this research has the capacity to significantly impact the
sustainability and growth of the agricultural sector by addressing its critical challenges and
harnessing digital tools and social media for the benefit of farmers and stakeholders alike.

I.2 Problem Statement and Objectives

The declining interest and the aging workforce in farming in the Philippines give weighty
challenges to the sustainability of the agricultural sector. In response to this, the Digital Farmers
Program (DFP) was introduced as a possible solution. So, this paper aims to understand the
problem on how farmer-beneficiaries perceive the impact of their participation in the DFP on
their livelihood. Since it is a relatively new program, ATI has not yet conducted an assessment to
gauge its impact. This study will serve as the initial evaluation of the program's effectiveness.

Hence, this study aims to:

1. Describe the characteristics of farmer-beneficiaries;
2. Assess the digital proficiency of the farmer-beneficiaries;
3. Assess the effectiveness of DFP in enhancing the digital tool proficiency of its
farmer-beneficiaries;
4. Evaluate the impact of the DFP in terms of the marketing strategy and profitability of
the farmer-beneficiaries;
5. Evaluate the proficiency of farmers in utilizing DFP
6. Assess the cost-benefit of utilizing DFP in farming.

I.3 Significance of the Study

The Digital Farmers Program (DFP), a recent initiative of the Agricultural Training
Institute, is designed to equip farmers with essential knowledge pertaining to the use of diverse
digital tools. One of its primary objectives is to enhance farmers' income by harnessing the
potential of agricultural apps and leveraging social media marketing. In 2019, ATI, in
collaboration with PLDT SMART, introduced the DFP. This study will assess how DFP benefits
its clients and positively influences their livelihoods, thus serving as a vital measure of its
impact.
 The result of this assessment can benefit the implementing agencies in improving the
implementation of the program. Through the findings, the agency will better understand areas
within the program that require refinement or modification. This could involve adjustments to
the program's syllabus, allowing for removing less effective content while incorporating
improvements that align more closely with the needs and preferences of the program's
beneficiaries.

Furthermore, this will benefit the public about the government's efforts to support the
agricultural sector through digital means. This increased awareness can foster a greater sense of
transparency and engagement between the government and the community, ultimately
contributing to the program's success and the betterment of the agricultural landscape.

Research Question

The Agricultural Training Institute (ATI), serving as the training and extension arm of the
Department of Agriculture, is committed to delivering up-to-date knowledge and technology to
farmers with the goal of enhancing their production and profitability. Furthermore, as the lead
implementing agency for electronic Extension for Agriculture and fisheries in the Philippines,
the ATI consistently strives to develop programs related to digital tools. One of the new
initiatives in this regard is the Digital Farmers Program (DFP).
As the DFP aimed at providing knowledge on the use of digital tools to boost farmers'
production and income, this research seeks to answer the question of how farmer-beneficiaries
perceive the impact of their participation in the DFP on their livelihood and profitability.

I.4 Scope and Limitations

The study will focus on the impact of the Digital Farmers Program implemented by the
Agricultural Training Institute of the Department of Agriculture. It will only include areas where
the program is implemented and those farmer-beneficiaries directly involved in the program.
Analysis and results will be based on the information that will be gathered from this group
through surveys and key informant interviews. As the program is still in its implementation
stage, the study is limited to the program’s current impact. As such, this study is an interim
evaluation that aims to track the progress of farmer-beneficiaries regarding the implementation
of DFP.

II. REVIEW OF RELATED LITERATURE

The literature reviewed for this study encompasses a diverse array of studies exploring
the impact and adoption of digital technologies in agriculture, shedding light on various facets of
this evolving landscape. This review of Related Literature includes studies focusing on online
agri-platforms, digitalization in the MENA region, digital technology adoption factors, e-
Extension for agriculture development, empowerment through ICT, and the role of social media
in agricultural extension and development.
Globally, agriculture has experienced a transformative shift with the advent of digital
technologies. The study by Levi, Rajan, Singhvi, and Zheng (2022) investigates the utilization of
online agri-platforms to enhance the welfare of smallholder farmers, with a focus on initiatives in
countries like Ethiopia and India underscores the potential of online agri-platforms to modernize
traditional agricultural markets, with a specific focus on the effectiveness of a two-stage auction
system. This initiative, conducted in collaboration with the state government of Karnataka and
India, aimed to safeguard farmers' income, resulting in a significant 3.6% price increase and
substantial profit gains for farmers. This highlights the potential of online platforms to positively
impact agricultural supply chains and enhance farmers' economic well-being (Levi et al., 2022).
The article by Bahn, Yehya, and Zurayk (2021) delves into the role of digital
technologies in fostering sustainability within agri-food systems, particularly focusing on the
Middle East and North Africa (MENA) region. The study emphasizes the potential of digital
agriculture to address challenges in primary production, supply chain efficiency, and sustainable
resource management. However, it points out that the adoption of digital agriculture is in its
early stages, with economic sustainability taking precedence over social and environmental
aspects. This highlights the importance of comprehensive policies ensuring fair access, data
protection, and labor rights to maximize the benefits of digitalization in the MENA agri-food
sector (Bahn et al., 2021).
Moreover, the study conducted by McFadden, Casalini, Griffin, and Antón (2022) titled
"The Digitalisation of Agriculture: A Literature Review and Emerging Policy Issue" provides
insights into the adoption of digital technology in agriculture across OECD member countries,
including Australia, Canada, Colombia, Denmark, the United Kingdom, and the United States.
The study provides a comprehensive review of digital technology adoption in agriculture,
covering countries within the Organization for Economic Cooperation and Development
(OECD). The study identifies key factors influencing adoption, including age, human
capabilities, and individual views on technology. Barriers such as technology costs, usability,
and skepticism toward digital tools persist, emphasizing the need for evidence-based
policymaking to support digital agriculture initiatives. The study emphasizes the evolving roles
of the public and private sectors in promoting agricultural innovation and achieving
sustainability goals (McFadden et al., 2022).
The chapter authored by Pallavi, Santosh, and Ashoka (2023) titled "E-Extension for
Agriculture Development: ICT Tools, Implementation, and Impacts" on e-Extension for
agriculture development, emphasizing the role of ICT tools in a conceptual framework that
includes infrastructure, extension services, knowledge management, and the policy environment.
The study recognizes challenges such as technological barriers and limited ICT access while
highlighting the potential of e-Extension to improve farmers' lives and contribute to global food
security. The research underscores the importance of government support and public-private
partnerships in fostering the integration of ICT in agriculture (Pallavi et al., 2023).
 Similarly, Uphoff (2012) explores the transformative impact of Information and
Communication Technology (ICT) on agriculture, specifically emphasizing its potential to
improve farmers' livelihoods and enhance their income. This emphasizes the empowerment of
farmers through Information and Communication Technologies (ICT). The research highlights
the role of ICT in providing farmers with critical information, weather forecasts, market data,
and best agricultural practices. The study identifies three ways ICT can assist farmers: access and
control of resources, dissemination of information about new technologies, and connection to
formal and informal organizations. This knowledge equips farmers to make informed decisions,
optimize resource allocation, and increase agricultural productivity (Uphoff, 2012).
Kanjina's research (2021) "Farmers’ Use of Social Media and its Implications for
Agricultural Extension: Evidence from Thailand" and Panda, R & Sinha, B. (2023) “An
Exploratory Study On Impact of Social Media On Agriculture Development from Farmers
Growth Perspective” focus on the utilization of social media in agriculture. Kanjina's study
(2021) examines social media as a tool for agricultural extension in Thailand, emphasizing the
need for a gradual approach to encourage farmers and agencies to adopt social media for
information dissemination. Panda and Sinha's study (2023) explores the multifaceted impact of
social media on agriculture development, demonstrating its roles in marketing, knowledge-
sharing, education, and extension services. Both studies stress the versatility and potential
benefits of social media in enhancing different aspects of the agricultural sector. Effective
farmer-extensionist interactions are essential for successful technology dissemination and
knowledge transfer. Digital agricultural extension services leverage technology to revolutionize
the way information is delivered to farmers. These services possess unique characteristics that
enhance their effectiveness in reaching a wider audience, customizing information, providing
real-time support, and fostering interactive communication with farmers. (Pallavi et al., 2023)
Furthermore, Javaid et al.'s (2022) article on the integration of Agriculture 4.0
technologies, specifically IoT and data analytics, is highly relevant to the current research, which
focuses on assessing the impact of the Digital Farmers Program (DFP) on farmers' proficiency in
utilizing digital tools and social media. The research highlights how these technologies enable
precision agriculture, enhancing resource efficiency and data-driven crop management. The
study underscores the critical role of IoT and data analytics in collecting real-time data,
empowering farmers to make informed decisions and adapt to challenges. This integration is
seen as essential for addressing emerging challenges and optimizing resource utilization in
modern farming practices (Javaid et al., 2022).
Moreover, digital media continues to spread in various parts of the world. A study titled
“Empowering farmers’ community through digital media for achieving Sustainable
Development Goals (SDGs) in India” suggest that the use of digital media can play a vital role in
improving the economic & social conditions as well as poverty alleviation of Indian farmer
community by providing agriculture extension information services and AES support. It also
emphasizes the importance of encouraging the use of digital media / apps and social media and
the need for a policy initiative at the government level to use digital media and digital
information for agricultural extension. (Goria et al., 2018)
 The reviewed literature provides a rich contextual background for this research proposal
titled "Empowering Agriculture through Agricultural Training Institute’s Digital Farmer’s
Program: Leveraging Digital Tools and Social Media Enhanced Farming Income." The studies
collectively emphasize the global shift towards digital agriculture and the potential benefits for
farmers. Specifically, they align with the proposal's focus on evaluating the impact of the Digital
Farmers Program (DFP) in the Philippines, as they explore various aspects of digital technology
adoption, online platforms, ICT tools, and social media in agriculture.
While the reviewed literature offers valuable insights, a research gap exists in the need
for a more specific exploration of the challenges and opportunities faced by Filipino farmers in
adopting and utilizing digital tools, including social media and Agriculture 4.0 technologies. The
proposed study could contribute by focusing on the unique context of the DFP in the Philippines
and identifying specific barriers and facilitators to the effective use of these technologies. This
targeted exploration could inform strategies for enhancing the program's effectiveness and
addressing potential challenges faced by Filipino farmers in adopting digital tools for agricultural
development.

Review of Related Literature Map

CONCEPTUAL FRAMEWORK
 The conceptual framework for the assessment of the effects of DFP on the marketing
practices and perception on profitability of the farmer-beneficiaries is shown in Figure 1. The
DFP consists of lessons covering a variety of topics, such as social media marketing, e-
commerce platforms, advanced agricultural applications for productivity aid, and simple
smartphone management. The primary factors influencing the awareness, and behavior and
marketing practices of farmer-beneficiaries following their engagement with the DFP content are
their socio-demographic profile (such as age, sex, educational attainment, farming tenure, and
income) and farm characteristics (commodity type, farm size, and tenurial status). The marketing
practices of farmer-beneficiaries can be classified as traditional, digital, or blend of both
approaches.
The demographic characteristics of the farmer-beneficiaries may affect the level of
awareness, and behavior and marketing practices acquired from DFP. For instance, having
higher levels of education can lead to a better understanding and quicker adoption of digital
technology. Educated farmers may actively engage in learning about new tools and applications
as part of their practice and education positively influences attitudes, as educated farmers may
see the value in technology for improving efficiency, reducing costs, and accessing information.
Moreover, farmers with higher incomes may have more resources to invest in technology,
On the other hand, farmers with more years of experience may initially resist change. Long-time
farmers often have established routines and practices, influencing their attitude towards adopting
new technologies while younger farmers may exhibit a more positive attitude toward digital
technology, viewing it as a natural part of their lives. Older farmers might be more resistant due
to unfamiliarity or skepticism.
In general, the farmers' application of marketing practices is influenced by their level of
awareness and behavior or perspective. In this regard, it is anticipated that employing digital
marketing practices from the DFP, or a combination of digital and traditional marketing
approaches, by the farmers would likely be seen to enhance their profitability in terms of income,
expenses, and profit.
 Fig.1 Conceptual Framework for the assessment of impact of DFP on the profitability of the
Farmer-Beneficiaries

METHODOLOGY
Selection of Study Area and Method of Data Collection
Given the nationwide implementation of the program, this study aims to include a diverse
range of participants to enhance the overall impact of the study. Therefore, the data collection
process will span across the entire nation. The distribution of respondents will be established at
10 individuals per province, in accordance with the structured design of the DFP, which enrolls
10 farmers from each province.
To evaluate the impacts of the DFP, the researcher will employ personal interviews to
gather data from the respondents. A comprehensive questionnaire has been devised for data
collection, about aspects such as the farmers' Awareness or Proficiency, Perspective, and
Practices, along with other relevant information pertaining to implementation.
The questionnaire consists of four sections, outlined as follows:
 Socio-demographic Profile
o This section will cover the age, gender, educational attainment, years
engaged in farming, and income of the respondents.
 Farm Characteristics
o This section will include types of commodities, farm size, and tenurial
status associated with the farmer's agricultural activities.
 Awareness, Perspective, and Practices:
o This section will include a set of questions and statements that examine
the farmer's awareness, perspective, and practices related to the program
under consideration.
 Perceptions on Profitability Indicators:
o This section will explore the farmer's perceptions regarding specific
indicators of profitability linked to the adoption of marketing practices
Methods of Analysis
A descriptive analysis will be used to present the socio-demographic and farm
characteristics of the farmer-beneficiaries. The descriptive statistics, which include
averages, summations, percentages, and frequency counts, will be presented using tables or
charts, whichever is deemed appropriate for better understanding. On the other hand, a
scoring system will be implemented to evaluate the Awareness, Perspective, and Marketing
Practices of the respondents.
To gauge awareness of the lessons learned from the DFP, the questions will present
statements related to the DFP, and respondents will be prompted to select from response
options such as "True," "False," or "I don't Know." For the perspective portion, the study
will use a set of statements derived from DFP, wherein responses will be from a Likert five-
point agreement scale: 1 = Strongly Disagree, 2 =Agree; 3 =Neutral; 4 =Agree; and 5
=Strongly Agree.
To evaluate marketing practices, the category will include traditional, digital, and
blended. Indicators for digital marketing practices will be derived from the DFP.
Traditional marketing practices will include selling directly to market centers or through
middlemen without the use of digital devices or technology. The "Both" category will
include individuals who engage in both direct selling to markets and the use of digital
devices or technologies when selling to middlemen or market centers.
To assess the perception of profitability, respondents will be asked about the
perceived effect of their DFP participation on their level of profitability in terms of income,
expenses, and profit. Their response choices will include: increased; decreased; and the
same.
References:

Bahn, R.A., Yehya, A.A.K., & Zurayk, R. (2021). Digitalization for Sustainable Agri-Food
Systems: Potential, Status, and Risks for the MENA Region. Sustainability 2021, 13,
3223
Goria, S., Bihani, S.K., & Mahawar, K.L. (2017). Empowering farmers’ community through
digital media for achieving Sustainable Development Goals (SDGs) in India, p.12
Javaid, M., Haleem, A., Singh, R. P., & Suman, R. (2022). Enhancing smart farming through the
applications of Agriculture 4.0 technologies. International Journal of Intelligent
Networks, 3, 150-164. https://doi.org/10.1016/j.ijin.2022.09.004
Kanjina, S. (2021). Farmers’ Use of Social Media and its Implications for Agricultural
Extension: Evidence from Thailand. Asian Journal of Agriculture and Rural
Development, 11(4), 302-310.
Levi R., Rajan M., Singhvi S., Zheng Y. (2022). Improving Farmers’ Income on Online Agri-
platforms: Evidence from the Field. Journal of Social Science Research Network. 1-38.
McFadden, J. (University of Oklahoma), Casalini F.(OECD), Griffin T. (Kansas State
University) and Antón J., (OECD) (2022) The Digitalisation of Agriculture: A Literature
Review and Emerging Policy Issues, 4-55.
Pallavi, G. Santosh, D. and Ashoka. E-Extension for Agriculture Development: ICT Tools,
Implementation, and Impacts, 609-618
Pallavi, G. & Shashidhara, N. & Ashoka, N.. (2023). Empowering Agriculture through digital
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Panda, R & Sinha, B. (2023). An Exploratory Study On Impact of Social Media On Agriculture
Development from Farmers Growth Perspective. The Online Journal of Distance
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Uphoff, N. (2012). Empowerment of Farmers through ICT. Draft paper for ECOSOC Expert
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Social Integration, and Decent Work for All, 1-19.