The researchers then divided the farmers into four groups. Some, in a social media–informed group, engaged in discussion groups on WeChat, where they were encouraged to chat and post photos and videos. If participants had questions, other farmers or the researchers could answer them.
In about half of the social media groups, farmers collectively chose an influencer, typically a village leader whose opinions were respected. The researchers instructed the influencers, who weren’t deeply familiar with the product, to post discussion-group messages encouraging use of the pesticide.
Some other participants were supported via the telephone rather than social media. Farmers in this group participated in Q&A sessions with researchers and in surveys related to the new product. Because it involved one-on-one discussions rather than a free, multiuser platform, this strategy was more expensive. In a final group, farmers received the free samples but neither social media nor telephone support.
The researchers find that the social media marketing led farmers to adopt the new pesticide at far higher rates than just receiving the free samples, and those in groups with an influencer posted even higher rates.
The social media campaigns generated a 30 percent increase in product adoption compared with a control group, which translates to a potential 6 percent productivity increase and a 20 percent efficiency-driven drop in overall pesticide use, the researchers estimate.
Results from the study indicate that social media could potentially be used to help fight a range of social ills such as poverty, disease, and pollution. For example, Chintagunta says it could be crucial to ensuring that everyone who needs information on communicable-disease prevention and management receives it, and he thinks that the information could even lead to improved detection and treatment.
“Social media tools can be leveraged to amplify the first and potentially facilitate the second,” Chintagunta says.