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Research on the educator-learner homophily effect in influencing educator credibility, learner attitudes, knowledge retention, and behavior change remains limited and inconclusive. This study investigated how educator-learner homophily influences small-scale farmers’ willingness to adopt agricultural technologies.
1. Introduction Homophily is the tendency for people to be drawn to and socialize with others who share similar sociodemographic, behavioral, and intrapersonal characteristics [1]. People may be homophilous in various dimensions, including gender, ethnicity, age, native language, religion, social class, and education level. Previous research has shown that homophily can mediate the flow of information and influence behavior within a social system [2,3,4].
Abstract In the early 2000s, there was a shift in the use of the internet. Individuals on the internet began seeking information from other creators and creating their own content. These online communities allowed individuals to communicate across the globe, gravitating toward people like them or those who shared similar beliefs.
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