PERCEPTION AND PREFERENCE OF SOCIAL MEDIA PLATFORMS IN ADOPTION OF AGRICULTURAL INNOVATIONS AMONG FARMERS OF KURNOOL DISTRICT, ANDHRA PRADESH

Abstract

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.