Information Seeking Behavior and Utilization of Social Media for Agricultural Information by Farmers of Prayagraj District of Uttar Pradesh

Abstract

Social media is becoming very important implement in agriculture to edge people to 
people due to its capacity to connect with farmers and agribusiness people around the globe over 
hug geographical distances. At present time there are 2.078 billion social media user in the 
world. The study was conducting in purposely selected Prayagraj district of Uttar Pradesh of also 
purposely two selecting blocks two villages from each block. Selected for the study   Thus, in all, 
four villages thirty farmers were selected randomly. Thus, total 120 respondents were selected 
randomly and interviewed with the help of well semi structured schedule. The statistical 
tools/technique was used to computing the data and information. Descriptive research design was 
followed for the analysis. Maximum number respondents communicate through social media and 
WhatsApp is highly exposed and adopted by the respondents in the study area. Smart phones, 
computer usage and internet should be promoted among stakeholders (esp. farmers).majority of 
the respondents information getting through Kisan SMS Portal. The highest utilization level of 
the respondents about social media programme was WhatsApp with a weighted mean score of 
1.58 and it was ranked first, followed by the Kisan SMS Portal a weighted mean score was 1.43 
with ranked was second, while YouTube was ranked third and so on.