Efeito das plataformas digitais no Retorno sobre o Investimento
DOI:
https://doi.org/10.4314/academicus.v4i2.7%20Palavras-chave:
Informação sobre marketing agrícola, Plataformas digitais, Retorno sobre o Investimento, Custo de Transação, M-Kilimo, MercadoResumo
Este estudo investiga o efeito da utilização de plataformas digitais no Retorno sobre o Investimento (ROI) entre pequenos produtores de cebola no Esquema de Irrigação de Igomelo, na Tanzânia. Com base numa pesquisa transversal com 399 agricultores, foi aplicado o modelo Two-Stage Least Squares (2SLS) para considerar a endogeneidade entre a adoção digital e o ROI. Os resultados revelam que plataformas digitais como WhatsApp, Facebook, Instagram, E-Kilimo e Fresh Kilimo aumentam significativamente o ROI ao melhorar o acesso ao mercado, reduzir os custos de transação e aumentar a eficiência de marketing. O Instagram e o Facebook mostraram os efeitos positivos mais fortes, destacando o seu papel em ligar os agricultores a compradores premium e sistemas de preços transparentes. O tamanho da família, a posse de terra e o acesso a crédito e serviços de extensão também se associaram positivamente a um ROI mais elevado, reflectindo a importância do apoio socioeconómico e institucional. Os resultados destacam que as plataformas digitais são essenciais para transformar a agricultura de pequenos agricultores, ao promover decisões mais informadas, reduzir ineficiências no marketing e incentivar um crescimento inclusivo. As políticas devem concentrar-se em melhorar a literacia digital, a conectividade e a inclusão financeira para sustentar o crescimento do retorno sobre o investimento.
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Direitos de Autor (c) 2026 Charles Nchimbi
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
