ROLE OF SOCIAL MEDIA IN AGRICULTURE EXTENSION

This book is about emerging relevance of social media as a viable and impactful tool for agricultural extension service delivery among rural youth. With increasing penetration of smartphones and improved internet connectivity in rural areas, digital platforms are no longer confined to urban populations. Rural youth, characterized by their relatively higher adaptability and openness to innovation, represent a critical demographic for driving forward the modernization of agriculture through information and communication technologies.One of the most significant conclusions drawn from this research is that perception and actual usage of social media are influenced more by psychological readiness and technological orientation than by fixed socio-demographic parameters. Education level stands out as a consistent predictor of positive perception and informed usage. As educational attainment improves, so does the likelihood of youth perceiving social media as a beneficial tool in agriculture. Conversely, attributes like gender, nativity, and work experience did not show significant differences, indicating that digital adoption transcends traditional social divides.