Agricultural Society of Kenya Shows as a Strategic Communication Platform in Agricultural Development

Abstract

Within the literature in communication, the concept of agricultural shows is growing. Presently they are recognized as a significant platform for communication that can possibly influence an organization's capacity to succeed and compete in a changing business environment. The study aimed to assess Agricultural Society of Kenya shows as a strategic communication tool in agricultural development. Targeting 342 exhibitors and 100 ASK staff members, the study employed a descriptive design. The exhibitors were sampled using census sampling technique while purposive technique was employed in sampling the ASK staff. An interview guide was employed to collect data from the ASK employees while a questionnaire gathered data from the exhibitors. The data collected using questionnaire was analyzed using descriptive analysis while qualitative data gathered using an interview guide was analyzed using thematic content analysis. The findings revealed that the theme of the agricultural shows influences the type of agricultural information conveyed by the exhibitors and consequently the dissemination techniques. A majority of respondents indicated that they relied on verbal and non-verbal means of communication; providing samples of exhibits to the visitors and allowing them to take photos and videos in disseminating information. The findings further revealed that the exhibitors perceived the agricultural shows to be effective primarily in communicating agricultural information and facilitating direct face-to-face interaction between sellers and potential buyers. Overall, these findings pointed to the effectiveness of agricultural shows as a strategic communication platform in ASK agricultural development. This study recommends integration and alignment of technology with the overall strategy of the exhibitor’s businesses in order to enhance knowledge transfer to the visitors.