PERCEPTION AND PREFERENCE OF SOCIAL MEDIA PLATFORMS IN ADOPTION OF AGRICULTURAL INNOVATIONS AMONG FARMERS OF KURNOOL DISTRICT, ANDHRA PRADESH
Keywords:Social media, Agricultural innovations, Farmers, Adoption of innovation, Social media platforms, Preferences
Agriculture is the prime contributor and serves food, raw materials for secondary production. In this modern era, when everything are modernized, agriculture also need to be modernized which can be done by adopting new innovations in agriculture. But absence of linkage between researchers and extension workers leads to lesser rate of adoption of farmers. In order to increase the rate of adoption, there should be a proper linkage to bridge the gap between the researchers and the extension service providers, which can be done with the help of social media. Hence, there is a need to study about the perception and preferences of various social media platforms in adoption of agricultural innovations among farmers. A random of 120 farmers those who possess smartphone of Kurnool district were selected as respondents and the data is gathered through pre-tested interview schedule. Findings of the study revealed that, importance and popularity of various social media platforms among farmers for adoption of innovations. To promote agriculture, the farmers should be improvised with up-to-date technologies and information. Hence, the farmers’ knowledge can be updated with the help of social media through Government and Extension service providers using appropriate programmes and schemes.
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