Analysis of Factors Affecting Social Media Utilization of Extension Agents
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Keywords:Social media, Extent of usage index, Socio personal, Job-related characteristics
Digitalization of communication networks through social media platforms is the mostÂ important tool to increase the reach and impact of agricultural advisory services. A profound need to study the extent of usage of social media by extension agents and factors influencingÂ its usage was felt and to analyze the extent of usage, a composite index was developed during 2021 by using seven sub-indices that had a Cronbach alpha value of 0.903. ToÂ study the extent of usage 160 extension agents through a proportionate random sampling method were selected from Andhra Pradesh where the majority of the extension agentsÂ had a medium extent of usage which accounts for 44.37 per cent. Based on the correlational analysis it is found that innovative proneness (p<0.05), scientific orientation, jobÂ perception, technology management orientation, information management orientation, orientation towards extension service profession have a significant and positive correlationÂ with the extent of usage of social media at 0.01 level of significance. Based on stepwise regression analysis it revealed that five variables were a good fit with an R-square of 35.7Â per cent. The findings may help in framing a social media-led extension strategy byÂ extension organizations and government bodies to reach the grassroots of the ruralÂ communities.
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