Modelo de aprendizagem social de produtores de plantas ornamentais no uso de mídias sociais para marketing
DOI:
https://doi.org/10.1590/2447-536X.v31.e312846Palavras-chave:
Teoria de Bandura, exclusão digital, marketing digital, TIC para agricultores, autoeficáciaResumo
Os produtores de plantas ornamentais ganharam benefícios e experiência substanciais em vendas on-line, expandindo seus negócios até mesmo para mercados de exportação, desde a pandemia da COVID-19. No entanto, nem todos os produtores possuem a mesma capacidade de acompanhar as tendências da tecnologia da informação. Este estudo desenvolveu um modelo de aprendizagem social com o objetivo de abordar os desafios de alfabetização digital enfrentados pelos produtores de plantas ornamentais na região de Bogor. Uma amostra de 210 produtores de plantas ornamentais foi selecionada por amostragem aleatória simples. Os dados foram coletados por meio de questionários e analisados usando PLS-SEM 3.0 para examinar o impacto de fatores ambientais nos comportamentos dos produtores no uso de mídias sociais para marketing digital. O modelo de aprendizagem social incluiu canais diretos, canais mediados socialmente e autoeficácia. As descobertas revelaram que a integração de mídias sociais em sistemas sociais aumentou significativamente a autoeficácia e influenciou diretamente o engajamento dos produtores no uso de tais plataformas de comércio eletrônico. O estudo concluiu que utilizar mídias sociais dentro de estruturas comunitárias, especialmente por meio de uma abordagem orientada para o grupo, prova ser mais eficaz do que esforços individuais para motivar produtores de plantas ornamentais a adotar o marketing digital por meio de plataformas de mídia social.
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