Adoption behaviour of farmers using social media for agricultural information in Bhagalpur dstrict of Bihar
Social media adoption by farmers
DOI:
https://doi.org/10.21921/jas.v13i02.15287Keywords:
Adoption behaviour , Social media , Digital extension , ICT , Adoption quotientAbstract
The present study was conducted during 2024-25 in Bhagalpur district of Bihar to examine adoption behaviour of farmers using social media for agricultural information. A total of 120 farmers were selected from six villages of Gopalpur and Nathnagar blocks through purposive and then followed by random sampling. An ex-post facto research design was adopted. Adoption was measured through a validated 20-item scale (Cronbach alpha = 0.865) and computed by Adoption Quotient. Data were analysed using frequency, percentage, mean, standard deviation and Pearson's correlation coefficient. Results showed that most respondents (52.50%) had medium adoption, with mean AQ of 48.88. Social media was mainly adopted for government scheme information, pest and disease management and fertilizer management. Social participation, annual family income and extension participation were positively related to adoption, whereas age was negatively related. The study suggests verified, local-language and group-based digital extension support for farmers.
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Copyright (c) 2026 Deepak Kumar Patel, Sree Pavan Nageswar Chadalawada, Dr. Anil Paswan, Dr Birendra Kumar, Awdhesh Kumar, Dr.vinayak. v. Deshi, Anil Kumar Singh
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