Title: RELATIONSHIP BETWEEN FARMERS' PROFILE AND THEIR SOCIAL MEDIA UTILISATION BEHAVIOUR

Authors: Minal S. Rathwa, B. M. Christian and Dhruv N. Patel

Publisher: The President, Society of Extension Education Gujarat

Keywords: social media utilisation behaviour, digital literacy, correlation co-efficient, regression analysis, direct-indirect effect

Volume: 37

Issue: 1

Year: June 2024

DOI: https://doi.org/10.56572/gjoee.2024.37.1.0013

Abstract: In the ever-changing realm of agriculture, social media has transformed from a basic networking platform to a crucial component of contemporary farming methods, gaining considerable traction among farmers. Across Vadodara and Chhotaudepur districts in Gujarat, this research explores how platforms like Facebook, Twitter and WhatsApp have revolutionized the way farmers access information, connect with peers and navigate market dynamics. By investigating the relationship between farmers' profiles and their social media utilization behaviour, this study sheds light on key determinants influencing farmers' engagement with digital platforms. Through statistical analysis and regression modelling, the research uncovers the pivotal role of factors such as education, social participation and scientific orientation in driving farmers' adoption of social media. Moreover, it examines direct and indirect effects of various socio-economic and psychological factors, emphasizing the complex interplay shaping farmers' digital engagement. Ultimately, the findings underscore the urgent need for tailored interventions to enhance farmers' digital literacy and leverage social media as a powerful tool for sustainable agricultural development.