This study examines how different forms of communication—mass media, social media, and interpersonal meetings—affect the adoption of digital technologies in soybean production in Brazil. The survey of 461 Brazilian soybean farmers revealed that LinkedIn and in-person events like conferences are highly influential in technology adoption, with social media platforms such as WhatsApp also playing a growing role. The findings highlight that while traditional in-person interactions remain important, digital communication increasingly shapes farmers’ decisions to adopt new agricultural technologies.