Digitalization of communication networks through social media platforms is the most important tool to increase the reach and impact of agricultural advisory services. A profound need to study the extent of usage of social media by extension agents and factors influencing its usage was felt and to analyze the extent of usage, a composite index was developed during 2021 by using seven sub-indices that had a Cronbach alpha value of 0.903. To study the extent of usage 160 extension agents through a proportionate random sampling method were selected from Andhra Pradesh where the majority of the extension agents had a medium extent of usage which accounts for 44.37 per cent. Based on the correlational analysis it is found that innovative proneness (p<0.05), scientific orientation, job perception, technology management orientation, information management orientation, orientation towards extension service profession have a significant and positive correlation with the extent of usage of social media at 0.01 level of significance. Based on stepwise regression analysis it revealed that five variables were a good fit with an R-square of 35.7 per cent. The findings may help in framing a social media-led extension strategy by extension organizations and government bodies to reach the grassroots of the rural communities.
Changing times demand an in-depth analysis of the unexplored opportunities which social media offers. As extension agents are the front line of the extension and advisory services a study focused on analyzing their perception towards effective social media utilization behaviour and factors affecting their perception was carried on in the IT revolutionized Andhra Pradesh state during 2021. The survey method was used to collect data from 160 extension agents selected through a proportionate random sampling method from three districts namely Chittoor, Srikakulam, and Guntur of Andhra Pradesh. It was found that 51.88% of the extension agents had a neutral perception. It was found that scientific orientation, job perception, technology management orientation, innovative proneness, information management orientation, and orientation towards the extension service profession of the extension agents had a significant and positive correlation with the perception. Stepwise regression analysis revealed that eight variables namely technology management orientation, orientation towards extension service profession, innovative proneness, scientific orientation, perceived workload, education, gender, and work experience, were a good fit with an R-square of 55.1 per cent.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.