Vol. 9, Special Issue 5, Part A (2024)

Author(s): Jothilakshmi M, N Narmatha, B Mohan, N Akila and V SenthilKumar

Abstract: In the digital era, social media is gaining momentum across the farmers as a conduit for exchange of agriculture information. Social media has democratic nature and available to all and affords an prospect to farmers to create content and share it among fellow farmers. For this research, one of the popular social media WhatsApp is selected. 60 farmers were randomly selected from four WhatsApp groups form the respondents of this study. The data was collected by interview method. The collected data were analysed using descriptive statistics. The results revealed that mostly content generation is farming and it is mostly based on their own experience and mostly shared in the form of text on a weekly basis and limited utility of the content shared was the major problem. The feedback was received mainly as text message followed by emojis. Type of content shared; time of sharing and type of feedback had association with nature of group. The primary motive of these social media use by farmers are mainly of education and transfer of technology and needs to be monitored by formal institution will help in better technology transfer.

DOI: 10.22271/veterinary.2024.v9.i5Sa.1649