Abstract
Diffusion of agricultural innovation through opinion leadership
Highlights
Bangladesh is an agricultural country with an area of 147,570 square kilometer and has 14.1 million hectares of crop area
Role of opinion leadership in diffusion or agricultural innovation is the dependent variable of this study
Role of opinion leadership in diffusion of agricultural innovation was calculated on the basis of 10 specific roles with 4 level of extent of activity
Summary
Bangladesh is an agricultural country with an area of 147,570 square kilometer and has 14.1 million hectares of crop area. Rogers (2003) defined diffusion of an innovation as the “process by which an innovation is communicated through certain channels over time among the members of a social system,” whereas an innovation itself is “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”. Farmers need to be active participants of the development and diffusion of innovations to make adoption happen. Opinion leaders are heterophilous individuals who observe and evaluate innovations proven by innovators They are considered “early adopters of culturally acceptable innovations and generally are opponents of culturally unacceptable ones” (Monge et al, 2008). Present study was conducted with the objectives are [1] To determine the role of opinion leadership in diffusion of agricultural innovation, [2] To identify and describe the characteristics of identified opinion leaders. Present study was conducted with the objectives are [1] To determine the role of opinion leadership in diffusion of agricultural innovation, [2] To identify and describe the characteristics of identified opinion leaders. [3] To identify the relationship between selected characteristics of opinion leaders and their role in diffusion of innovation and [4] To prepare a rank order of role of opinion leadership in diffusion of agricultural innovation
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