PARTICIPATION PATTERN AND INFORMATION SHARING BEHAVIOUR OF FARMERS IN SOCIAL MEDIA
2025
M. Jothilakshmi | N. Narmatha | B. Mohan | N. Akila | V. Senthilkumar
This research study was undertaken to find out the Participation pattern and information sharing behaviour of farmers in WhatsApp social media. The data were collected by both interview method and participant observation technique. The collected data were analysed using descriptive statistics; association with participation pattern and the variables were captured by using chi square and Mann Whitney U test; relationship between selected independent variables and tendency to access and share information in WhatsApp group was studied using logistic regression model. The results revealed that 51.70 % of the farmers used WhatsApp mainly for sharing of farm related information, had a WhatsApp usage period of ranging from 0.3 to 10 years, possess membership in seven groups and as group admin in more than one group with 10 to 360 minutes time spent per day. Selected independent variables viz., type of group, number of membership and admin status, WhatsApp and internet usage period, relationship with group members, role in content generation, age and involvement in specialized farming all together explained 60 per cent of variations in tendency to access and share information in social media.
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