Adoption and Relevance of Social Media in Agribusiness: A Study of Punjab
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Date
2022
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Punjab Agricultural University, Ludhiana
Abstract
The present study has been undertaken to study the perception, attitude and adoption of social media by selected agripreneurs and understand the relevance of social media adopted by different agribusiness stakeholders in Punjab. Further, an attempt has been made to understand the entrepreneurial and agribusiness challenges and prospects of social media. The primary data were collected with the help of four structured and non-disguised questionnaires specifically designed for agripreneurs and other agribusiness stakeholders. To fulfill the first objective of the study, the primary data were collected from 200 agripreneurs, who got their training from the Punjab Agricultural University (PAU) in the last five years. The results
demonstrated their positive perception and attitude towards using social media for their agribusiness activities. Facebook, WhatsApp, Instagram and Twitter were revealed as effective social media platforms for posting agribusiness updates among agripreneurs. To study the relevance of social media tools for agribusiness stakeholders, the primary data were collected from randomly selected 150 agribusiness stakeholders including representatives of
Self-help groups (SHGs), Farmer-producer organizations (FPOs), cottage based food organizations, subsidiary occupational units, agribusiness experts, bank managers, directors of regulatory and development agencies in Punjab. Facebook, WhatsApp and Instagram were mostly used social media platforms, and the use of these platforms was significantly influenced by differences in the demographic characteristics of agribusiness stakeholders.
Both agripreneurs and agribusiness stakeholders faced certain key challenges such as inadequate use of available resources, lack of adequate knowledge and security issues along with using social media for the growth and development of agribusinesses.
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Amanjit Kaur (2022). Adoption and Relevance of Social Media in Agribusiness: A Study of Punjab (Unpublished Ph.D. Dissertation). Punjab Agricultural University, Ludhiana, Punjab, India.