Title: SOCIAL MEDIA USAGE AMONG EXTENSION PERSONNEL OF KARNATAKA STATE DEPARTMENT OF AGRICULTURE

Authors: Chedulla Venkata Sai Anusha, Sunil V. Halakatti and Geeta S. Tamgale

Publisher: The President, Society of Extension Education Gujarat

Keywords: social media usage, extension personnel, agricultural extension, digital communication, ict tools

Volume: 41

Issue: 2

Year: June 2026

DOI: https://doi.org/10.56572/gjoee.2026.41.2.0008

Abstract: The study was conducted during 2023-24 to analyse the pattern of social media usage among extension personnel of the Karnataka State Department of Agriculture. An ex-post facto research design was followed, and a sample of 120 respondents, including Agricultural Officers (AOs) and Assistant Agricultural Officers (AAOs) working at Raitha Samparka Kendras (RSKs) across seven districts of Northern Karnataka under UAS, Dharwad, were selected using simple random sampling. Data were collected through a pre-tested structured questionnaire and analysed using frequency, percentage, mean index, correlation, regression and path analysis. The results showed that all respondents were aware of YouTube and WhatsApp, whereas social media platforms were mainly utilized for information sharing and communication. A majority of respondents perceived YouTube and WhatsApp as highly useful and higher engagement was observed with them. Overall usage ranking placed YouTube first, followed by WhatsApp, and Facebook. Correlation revealed significant positive relationships between variables and overall social media usage. Regression explained 69.00 per cent variation in usage behaviour, while path analysis indicated that extent of usage had the highest direct influence on social media utilization. The study highlights the importance of social media in extension services and the need to strengthen digital competencies for its effective utilization.