ABSTRACT Purpose The study aims to investigate the connections and interactions of the melon farmers in the social network related with greenhouse adoption for the cultivation. Design/Methodology/Approach This research employed the Social Network Analysis (SNA) approach from the field survey data in the dry-land areas in Indonesia. Findings The study results indicate the presence of polarity within the social networks of farmers. The proliferation of innovations is motivated by individuals who actively develop their skills and knowledge, employing a combination of experimentation and online resources to enhance their capabilities. Dissemination is a result of the extensive collaboration among farmers who are located near each other. In addition, the trust and connection among farmers who have successfully experimented and achieved results fosters a collaborative and knowledge-sharing environment. Practical Implications The results of this study provide implications for appropriate rural extension and community development strategies. Theoretical Implications This research broadens the scope of innovation diffusion theory by examining social networks and their role in the proliferation of modern agricultural cultivation technology in marginalized areas. Originality/Value The study presents empirical evidence that highlights the successful adoption of modern agricultural cultivation technologies by fringe groups. It emphasizes the significance of locally established, self-sustaining social networks in facilitating this proliferation, marking the novelty of this study, especially in developing countries.
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