Open AccessAnalysis of Factors Affecting Social Media Utilization of Extension Agents
Author(s) -
A. Shanmuka,
V. Lenin,
V. Sangeetha,
L. Muralikrishnan,
V. Ramasubramanian,
Alka Arora
Publication year - 2022
Publication title -
indian journal of extension education
Language(s) - English
DOI - 10.48165/ijee.2022.58221
Subject(s) - cronbach's alpha , social media , agricultural extension , grassroots , government (linguistics) , business , accidental sampling , perception , marketing , public relations , psychology , agriculture , service (business) , political science , sociology , geography , population , politics , linguistics , philosophy , demography , archaeology , neuroscience , law
Digitalization of communication networks through social media platforms is the most 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 influencing 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. To 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 agents 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, job perception, technology management orientation, information management orientation, orientation towards extension service profession have a significant and positive correlation 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 35.7 per cent. The findings may help in framing a social media-led extension strategy by extension organizations and government bodies to reach the grassroots of the rural communities.