Effectiveness of Agricultural Information Disseminated through Social Media

Abstract

The study conducted to understand the effectiveness of agricultural information disseminated through social media as perceived by the farmers in three erstwhile districts of the Southern Telangana zone of Telangana state, with a sample size of 120 in year 2020. Effectiveness of Agricultural Information Index (EAII) was developed for the study by selecting eight indicators. It was found that (39.17%) of the respondents perceived effectiveness of agriculture information disseminated through social media as a medium level. Age and farming experience were found to be negative and significant with the effectiveness of agricultural information perceived by respondents. Digital literacy, farm size, social media network, social media usage, mode of access and preference, readiness to accept information, social media participation was positive and significant in relation to perceived effectiveness, and the variable information processing was found non-significant. The results shown that more than half of the respondents perceived information received on social media is effective. Social media platforms can be utilised effectively by developing better interface and information content to pictures and video format.

Predictive Factors for Farmers’ Knowledge of Social Media for Sustainable Agricultural Development

“…A huge majority (95.90%) of the extension professionals said that social media impacts majorly on communication in the agricultural sector (Suchiradipta & Saravanan, 2018). The acceptance of social media has increased; thus, various applications, tools, platforms, functions, and features have been evaluated (Sandeep et al, 2022) as such developing awareness and skill of the farmers to use ICT tools for their farming benefits is required (Panda et al, 2019). The potential of social media need to be exploited to bring location specific and commodity oriented transformative changes in the agriculture extension delivery system (Nain et al, 2019).…”

Utilization of Social Media by Input Dealers for Information Need in Agriculture

“…The social media platforms considered in the study were only those which were utilized at least once by the input dealers. Social media proved to be very useful to farmers looking for solutions to their day-to-day agricultural problems relating to crop and livestock diseases [5] and about 93 per cent of farmers knew about social media in sharing of photos of pest and diseases and seeking advice [6].The increased acceptance of social media has led to evaluation of various applications, tools, platforms, functions, and features for its effectiveness [7].…”

Effectiveness of Agricultural Information Disseminated Through Mobile Apps and Social Media

“…The acceptance of social media has increased among all sections of the society (Meera et al, 2018). Thus, various applications, tools, platforms, functions and features have been evaluated (Sandeep et al, 2022b) as such developing awareness and skill of the farmers to use ICT tools for their farming benefits is required (Parmar and Kumar, 2020;James et al, 2020). Social media has been the fastest adopted media technology in the world as it took around 38 years for radio, 13 years for television, 4 years for iPod, 3 years for internet but one year for Facebook and 9 months for twitter to reach 50 million users (Anonymous, 2012;Sandeep et al, 2022a).…”