A holistic approach to understanding ICT implementation challenges in rural advisory services: lessons from using farmer learning videos

PurposeThis paper examines the challenges of implementing Farmer Learning Videos (FLV) in Rural Advisory Services (RAS) through a holistic approach. Our study focuses on a clear theoretical and managerial question - how do RAS manage FLV that does not easily fit into traditional models?Design/methodology/approachThe research collected data through semi-structured interviews (138 respondents) and focus group discussions (342 participants) in 30 RAS. The framework built drives the data analysis.FindingsThe study shows that although most of the RAS provided poor support and did not write FLV in their project documents, many are increasingly using FLV. Extension workers see FLV as a way to efficiently and effectively achieve their goals - a helpful tool that could reduce workload. Moreover, the presence of FLV champions who are generally young and the high level of positive attitude toward FLV as well as collaboration with other organizations favor the increasing use of FLV.Practical implicationsThe results of this study can be used by policymakers and RAS to improve the integration of information and communication technologies (ICT) into their work.Theoretical implicationsThis study sheds more light on the importance of a holistic approach to thoroughly understand the challenges of FLV implementation in RAS with theoretical implications for their design, implementation, and analysis.OriginalityThis study reports the ?rst known application of a holistic approach to understanding the challenges of FLV implementation in RAS in Benin.