USE OF SOCIAL NETWORKS TO SUPPORT MANAGEMENT ACTIVITIES BY RURAL FARMERS: AN ANALYSIS WITH PARTICIPANTS FROM MINAS GERAIS STATE, BRAZIL

Abstract

In this study, we analyze the role of Information and Communication Technologies (ICTs) in supporting management activities in rural areas of Brazil. To do so, we used a dataset of responses from 113 farmers located in Minas Gerais State, which is a relevant area of the Brazilian agribusiness sector. Descriptive analysis indicated that WhatsApp was the application with the highest frequency of use during the week. Moreover, respondents perceive that they have the necessary resources to use ICTs, as well as an appropriate knowledge of these resources. This study reinforces the relevance of considering regional aspects when analyzing the adoption of new technologies, especially in Brazil, a country that has inequalities and cultural differences among internal regions.