Can Network Theory-Based Targeting Increase Technology Adoption?

Can targeting information to network-central farmers induce more adoption of a new agricultural technology? By combining social network data and field experiment in 200 villages Malawi, we find that central is important spur the diffusion process. We also provide evidence one explanation for why centrality matters: process governed by complex contagion. Our results are consistent with model which many need learn from multiple people before they adopt themselves. This means without proper information, can stall technology remains perpetually low. (JEL O13, O18, O33, Q12, Q16)