http://repository.mocu.ac.tz/xmlui/handle/123456789/2 2026-04-07T10:56:58Z http://repository.mocu.ac.tz/xmlui/handle/123456789/2089 Source credibility and adoption of improved sorghum farming practices in Dodoma, Tanzania Kadilikansimba, Peter B.; Sife, Alfred S.; Machimu, Gervas M. Purpose: Despite continued efforts by the government and development partners to promote improved sorghum farming practices, many sorghum farmers in Dodoma, Tanzania, have not yet adopted these methods. This study investigated how farmers’ perceptions of the credibility of information sources influence their adoption of practices like proper farm preparation, using improved seeds, fertilizers, effective weed, pest and disease control as well as post-harvest management. Design/Methodology/Approach: A cross-sectional research design was employed, utilizing amulti-stage and simple randomsampling to collect data from 399 sorghum farmers in Dodoma, Tanzania. Data analysis involved both qualitative and quantitative methods. Qualitative data were thematically summarized, while descriptive statistics and inferential analysis were used for quantitative data. Findings: Fellow farmers attained higher credibility status being influenced by trust, shared experiences, and local knowledge. Farmers’ perceptions of source credibility were significantly impacted by gender and information-seeking behavior. Adopting improved sorghum farming practices was linked to higher perception of information source credibility. Practical implication: The study offers important communication insights for agricultural researchers, extensionists, and stakeholders, with the goal of promoting the adoption of improved farming practices. Theoretical implications: Grounded in the Diffusion of Innovations Theory and the Information-Seeking Behaviour Model, this study illustrates how perceptions of credibility shape farmers’ decisions. It sheds light on why certain messages resonate more effectively than others in promoting adoption. Originality/Value: The study assesses credibility in agricultural information sources, providing a practical solution for adoption. It can potentially reshape perspectives and promote adoption of improved farming practices among farmers, extensionists, and agricultural researchers. Article 2025-01-01T00:00:00Z http://repository.mocu.ac.tz/xmlui/handle/123456789/2084 Local governance and climate change adaptation: evidence from Monduli and Longido districts, Tanzania Maeda, C.M; Namwata, B.M; Kumburu, N.P Implementing climate change adaptation strategies (ICC AS) remains a continuing challenge at the local level, where governance dynamics are critical. This study examines how key governance practices, responsiveness (RES), accountability (ACC ), transparency (TP) and stakeholder participation (SP), influence the implementation of climate change strategies (ICC AS) in Local Government Authorities (LGAs) in Tanzania. Grounded in Good Governance Theory (GGT), the study employed a convergent parallel mixed-methods design. Survey data were collected from 351 committee members, while qualitative data were gathered through 20 key informant interviews (KIIs) and 6 focus group discussions (FGDs). Quantitative data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), and qualitative data were analyzed thematically. The results revealed that all four governance practices significantly influence implementation, with SP emerging as the most influential factor. The study concludes by recommending the institutionalization of ACC mechanisms, strengthened participation of indigenous groups, improved stakeholder coordination, enhanced TP through open data sharing and proactive RES. These findings offer practical guidance for strengthening governance in local climate change adaptation efforts Research Article 2025-01-01T00:00:00Z http://repository.mocu.ac.tz/xmlui/handle/123456789/2083 Instructional Strategies and Challenges in Teaching English Reading in Tanzanian Public Primary Schools Petro, M.I; Cowen, M.S; Joseph, S.Y; Rusununguko, N. The study sought to explore the teachers' experiences in teaching reading skills to pupils whose English language was considered a third language, to identify the instructional strategies they use in the classes, and to evaluate the challenges they encounter in teaching reading skills in Tanzanian Public Primary Schools. The study employed a qualitative case study research approach and semi-structured interviews with 10 Standard III teachers in five Mbarali schools. The teachers were selected using purposive sampling. Data were thematically analyzed. The study revealed major practices in the form of teacher-centered approach, questions and answers, providing notesby teachers to teach the reading domain. The findings also revealed major challenges in teaching reading skills that include lack of in-service teacher development, insufficient teaching resources, lack of qualification of English teachers, teaching large classes, and teachers' low proficiency in speaking English. The study recommends continuous in-house capacity building for English teachers, mainly through seminars, conferences and workshops, to improve their instructional skills and English proficiency as well as the need for a learner-centered approach to teaching reading skills. The study implies that teachers should receive training in teaching English reading and they must motivate learners to engagement in class reading activities and adopt effective approaches for teaching English. The major limitation of the study was the issue that English in Mbarali is considered a third language. Research Article 2025-01-01T00:00:00Z http://repository.mocu.ac.tz/xmlui/handle/123456789/2080 Believe a friend or the University? Students' satisfaction with service personnel and Word-of-Mouth in Tanzanian Higher Education Kazungu, Isaac; Shillingi, Venance; Kubenea, Hadija The increasing competition among higher education institutions underscores the need to understand how service personnel influence student satisfaction and, consequently, word consequently, word of mouth. To fill this knowledge gap, this study seeks to comprehend the link between university service quality and student referrals, with the long-term goal of improving student engagement and satisfaction. It determines how University students’ satisfaction mediates the nexus between service personnel and word of mouth. This research study adopted a cross-sectional research design. Both stratified and simple random sampling methods were employed to reach a total of 201 respondents. Data were collected using structured questionnaires, and Covariance-Based Structural Equation Modelling (CB-SEM) was used to analyse the relationships in Amos 26. This study finds that the provision of quality service in universities relies on two characteristic features: service personnel and consumers’ usage experiences, as expressed through the word of Specifically, the findings reveal that University students’ satisfaction serves as a direct mediator of the relationship between university service personnel and word of mouth. This study offers policy implications and insights into service encounters and word of mouth based on university students’ service experiences. Universities should set policies and strategies to help them understand students' expectations and build strong relationships with them. Building strong, beneficial relationships with students and understanding their expectations are crucial for universities to fulfil their commitments and foster satisfaction through effective interactions with service personnel. The contribution of this research study to the body of knowledge lies in its efforts to advance the policies and literature on effective marketing strategies in university education. It makes another innovative contribution to the body of knowledge by linking the expectation disconfirmation theory to the nexus among university service personnel, customer satisfaction, and word-of-mouth in the higher education industry. 2026-01-01T00:00:00Z