Determinant factors for social media utilisation behaviour of farmers for sustainable agriculture development Patel Pratik K.1, Kumar H.M. Vinaya2,*, Patel J.B.3 1Agriculture Officer, Ghandinagar, Government of Gujarat, Gujarat, India 2Assistant Professor, Agricultural Extension, Office of the Vice Chancellor, Keladi Shivappa Nayaka University of Agricultural and Horticultural Sciences, Shivamogga–577412, Karnataka, India 3Professor and Head, Department of Agricultural Extension and Communication, Anand Agricultural University, Anand–388110, Gujarat, India *Corresponding author email id: vinayakumarhm@uahs.edu.in
Online Published on 16 February, 2024. Abstract The emergence of social media in agriculture is dedicated to empowering farmers by facilitating the sharing and communication of crucial agricultural information. Social media is rapidly evolving into a versatile medium for disseminating information in multiple formats, encompassing video, audio, text, photographs, documents, and geographical details. Its widespread acceptance is primarily attributed to its affordability, leading to the exploration of a wide array of applications, tools, platforms, functions, and features. Understanding the dynamics of social media is essential for its potential integration into agricultural extension services, as it can significantly enhance the efficient utilization of agricultural technologies. This study seeks to uncover the extent of farmers’ utilization of social media, examining their preferences, purposes, and usage patterns. By shedding light on these utilization patterns and establishing relationships between farmers’ profiles and social media usage, the study offers valuable insights for relevant agencies. Additionally, the study delves into farmers’ behaviors in social media utilization, contributing to the improvement of extension projects for enhanced effectiveness and utility. Top Keywords Agricultural extension, Social media utilization, Farmer empowerment, Sustainable agriculture, Information sharing. Top |