How do digital media strengthen the role of social networks in promoting farmers' adoption of climate change mitigation measures?

PurposeThis paper investigates the ways digital media applications in rural areas have transformed the influence of social networks (SN) on farmers' adoption of various climate change mitigation measures (CCMM), and explores the key mechanisms behind this transformation.Design/methodology/approachThe study analyzes data from 1,002 farmers' surveys. First, a logit model is used to measure the impact of SN on the adoption of different types of CCMM. Then, the interaction term between digital media usage (DMU) and SN is introduced to analyze the moderating effect of digital media on the impact of SN. Finally, a conditional process model is used to explore the mediating mechanism of agricultural socialization services (ASS) and the validity of information acquisition (VIA).FindingsThe results reveal that: (1) SN significantly promotes the adoption of CCMM and the marginal effect of this impact varies with different kinds of technologies. (2) DMU reinforces the effectiveness of SN in promoting farmers' adoption of CCMM. (3) The key mechanisms of the process in (2) are the ASS and the VIA.Originality/valueThis study shows that in the context of DMU, SN's promotion effect on farmers' adoption of CCMM is strengthened.