Abstract
Social media has become a ubiquitous presence in today modern era and has revolutionized the way we communicate with each other, share data and information and serves a myriad range of purposes from entertainment to business and to education. While social media platforms are often associated with leisure and entertainment, their potential impact on various sectors, including agriculture, cannot be overlooked. Agriculture, being one of the primary sectors of the economy, stands to benefit significantly from the adoption of social media technologies. This research paper seeks to explore the impact of social media on the growth and development of farmers in India, through the performance of an empirical investigation. Hence the research titled "An Empirical Study on the Impact of Social Media for the Growth of Farmers" delves into the current and future roles of the usage of social media in agriculture and will explore the significance and the influence of the medium into agriculture as the proliferation of technology and gadgets such as smart devices at economical
prices along with availability of cheap and reliable internet, has enabled the farmers to take to the social media like fertilizers to the soil by leveraging several different social media platforms such as WhatsApp, YouTube, Facebook, Twitter, etc. for sharing and accessing valuable data and information related to agriculture as these platforms serve as avenues for farmers to connect with peers, experts, and organizations. These spaces facilitate knowledge sharing, discussion of best practices, and staying abreast of market trends and weather forecasts, cementing their place as valuable resources for agricultural decision making by farmers and is enabling them to expand their networks and communities. Among social media platforms, YouTube and WhatsApp have gained particular popularity among the farming community. These platforms offer opportunities for digital communication, information exchange, and knowledge dissemination in the agricultural sector. However, despite its potential, the adoption of social media among farmers is hampered by challenges such as the absence of training programs, lack of useful content, insufficient power supply, absence of ICT-based equipment, limited technical knowledge, and the complexity of social media usage. The study aims to explore adoption rates, methodologies, findings, and original contributions related to integrating social media to enhance farmers growth and income.
Keywords: Social Media, ICT, Adoption, Digital Communication
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