Agricultural marketing is the process or services involved in moving an agricultural product from the farm to the consumer. Although the webinar portal was originally developed by natural resource professionals at north carolina state university, texas agrilife extension service, and the southern regional extension forestry office, a national guiding team was created in the fall of 2012 to provide expertise in expanding the reach of extension. Abstract social media is the new upcoming area in agricultural marketing that has blogs. At extension, we believe the use of social media is a way to digitally connect and communicate with others coworkers, clients, business. Agricultural extension is one of the effective tools in attaining the millennium development goals related to the reduction and eradication of extreme poverty and hunger in developing countries like kenya.
Senior extension associate, agricultural entrepreneurship and business management expertise digital and social media marketing farmstead and smallscale valueadded dairy entrepreneurship direct marketing dairy products direct marketing and consumer trends strategic decisionmaking business and marketing plan development farm business management. Social media, agricultural extension, india, farmer, information. The use of social media among students of technology agriculture and their role in promoting agribusiness sophia vassiliadou, margarita vogiatzi, theodore amygdalas, dimosthenis mpoutakidis department of agricultural development and agribusiness management, lab of computer. Use agriculture influencers to bring social media success. Social exclusion of tribal agricultural labourers of. It is recommended that the extension workers should be paid befitting salaries to boost their morale and encouraged to open multiple social media accounts, to take advantage of the benefits provided by social media to improve their knowledge level and finally, the government should put more efforts in power generation and distribution to. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. Social exclusion of tribal agricultural labourers of kerala the literacy rate and standard of living of the tribal people in wayanad district in kerala is still very low and constant efforts are being. Social media, communication, extension, agriculture, nigeria. Arkansas cooperative extension social media using social. Watch the evolution of online agvocacy if you want to see more. The importance of agricultural marketing extension.
Pdf mobile phone and social media for agricultural extension. The use of social media among students of technology. In the truest sense, the largest cost to you will be the. Agricultural marketing is a long process continuing between preproduction and consumption. Extension s mission is to take the resources to the people seger, 2011. So farmers need both technical information and information related breeding technique, economics and marketing as well. Overview of agricultural marketing a vast majority of the population of india lives in villages and agriculture is the main profession of people since times immemorial. A study on role of social media in agriculture marketing and. Pdf an overview of social media use in agricultural extension. As evident from table 1, farming community in india has increasingly started using social media tools in general as well as for sharing farming based information. Achievements and challenges in agricultural extension in india. Mission statement the mission of the journal of agricultural extension is to publish conceptual papers and empirical research that tests, extends, or builds agricultural extension theory and contributes to the practice of extension worldwide. Extension educators should consider which outreach materials will reach the targeted audience at the widest level kinsey, 2010 and how to balance extension s mission through traditional programmatic methods e. A study on role of social media in agriculture marketing and its.
Platforms such as facebook, twitter, youtube and blogs have been used to engage with various audiences. Social media in agriculture aims to build the skills of groups and individuals in the use of social media. Extension administration and supervision, programme planning, monitoring and evaluation, diffusion and adoption of innovations. July 2012 269 marketing of agricultural produce among rural farm households in nigeria. From the study it can be inferred that a majority of farmers approach the use of social media in agricultural information seeking with a positive attitude, pointing to the assumption that social media. Get the latest books from publishers such as asia tech publications, teri press, phi learning at best. Its overriding goal is to provide an authoritative, practitionerfocused forum to support the professional development of all those working in, or entering, the field. International journal of business and social science vol. Adoption of social media as a tool of agricultural marketing. Community participation and sustainability of the community and social development projects in kwara state, nigeria. This study analysed social media mainstreaming in e extension services delivery by the agricultural.
Agricultural extension services rely on external agents to communicate with farmers, although social networks are known to be the most credible source of information about new. Social media marketing is marketing using online communities, social networks, blog marketing and more. Extension agents indicated a high degree of willingness to participate in public engagement training related to using social media to promote their extension focus area. Each village was randomly assigned to one type of communication strategy. Buy agriculture extension textbooks, lecture notes, sample papers online at kopykitab. Of the 51% of farmers that use the site, 60% seek out general news, 58% tune in for music, and 56% enjoy educational or howto videos. Marketers selling to other businesses were more likely to achieve this benefit than those selling to consumers 11. Social media marketing consists of the attempt to use social media to persuade consumers that ones company, products andor services are worthwhile. International journal of enterprise compuinternational. Center and the extension officers of the kiambu and nairobi counties for their. Joe expands and updates the research and knowledge base for extension professionals and other adult educators to improve their effectiveness.
In the truest sense, the largest cost to you will be the time you spend creating and maintaining your facebook presence. Defining social media to consider social media as a marketing tool a retailer must understand every aspect of it. The use of usergenerated media, especially social media, now provides. But whilst many agriculture businesses and professionals are already successfully using social media, others are still trying to understand how social media marketing can help them in such a specific sector. The journal of applied communications is a quarterly, refereed journal published by the association for communication excellence in agriculture, natural resources, and life and human sciences ace. India is a huge market for social media that is constantly expanding into the. Farmers making use of social media successful farming. A focus group study of multiple extension employee groups pdf samantha m harden, lisa washburn, alison berg, ninfa penapurcell, heather normanburgdolf, nancy franz. Finally, we showed that traditional agricultural extension ard has been less successful than iar4d in increasing the level of social capital.
In particular, the project will support the production of short videos that will be loaded onto social media internet sites to assist with delivery of agricultural extension. Global survey on social media for agricultural extension and rural advisory. Extension farming systems journal volume 5 number 2 retrieved. Since agricultural extension service delivery is primarily a. European journal of agricultural education and extension. America with agricultural innovation and market opportunities. A recent study about how farmers use media found that 42% of farmers who use facebook and twitter. Other purposes of agricultural and rural extension include marketing extension. Despite that extension services were practiced for many years in kenya, it is evident that these services have declined rapidly. As evident from table 1, farming community in india has increasingly started using social media tools in general as well as for sharing farming. Generally, agricultural extension can be defined as the delivery of information inputs to farmers.
People are less trusted on ebuying, eselling of agricultural commodity on social media. The agriculture sector is embracing the online world and in particular social media marketing. Expanding the reach of extension through social media. Apr 24, 20 the most beneficial thing about social media is that you get to have a conversation with people about agriculture, kaity holtman, formerly with missouri beef council industry as a social media specialist said. In the olden times, the villages were selfsufficient and the population was interdependent.
National institute of agricultural extension management manage. Vol 24 no 1 2020 journal of agricultural extension. Social media, icts, agriculture, extension, advi sory services, information and. Social media is instant, quick and allows you to have a relationship with consumers. Agriculture extension books pdf, lecture notes, sample. Journal of applied communications kansas state university. A study on role of social media n agriculture marketing i and its scope by prof. Social media and agricultural extension in kenya social media is increasingly being used as a medium of sharing information and creating awareness. Journal of agricultural informatics issn 2061862x 2017 vol.
Exploring agriculturalists use of social media for agricultural marketing abstract the internet has had a significant impact in how agriculturists get their information and how they communicate with consumers. Four adps of kogi, federal capital territory, nasarawa and niger states that. The case of sorghum marketing in benue state benjamin chijioke asogwa department of agricultural economics university of agriculture. Advancing social media for agriculture michele payn. Fao 1987, and narayanan 1991 provides information on the post. Pdf social media, a popular ict tool has great potential to be used for knowledge sharing and social. Agricultural extension is the application of scientific research and knowledge to agricultural practices through farmer education. Oct 28, 2015 youtube is the most popular social media platform for agriculture professionals. There is a limited access to social media because of data, network etc. General extension and teaching methods social cognitive factors influencing household decisions to grow orangefleshed sweet potato in uganda sulah ndaula, haroon sseguya. Role of mass media in agriculture purushothaman c, kavaskar m, reddy ya and kanagasabapathi k the success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media.
A study on role of social media in agriculture marketing. Keywords adoption agriculture cowpat dissemination, education, extension agents, target group ethiopia extension income kenya leaders livelihood social media uganda validation adoption community development information innovation platforms marketing. The potential benefits of digitalizing the agrifood sector. Pdf social media are contemporary digital communication means comprising. But now the power of the 21 st century is literally in our hands. Agricultural extension service must provide effective link between holdingsproducers, agricultural research and other sources of information. Agricultural production, supply, demand, sale and price formation topics are all included in this process. Exploring agriculturalists use of social media for. Use of facebook for farming based information in india. An overview of social media use in agricultural extension service.
Competence for rural innovation and transformation 1998 current formerly known as. Agricultural extension agents must be aware of psycho social and social. Impact of agricultural extension on food security among small. Global journal of management and business research. The journal of applied communications focuses specifically on issues and topics relevant to agricultural.
Mar 03, 2020 perceptions of job competencies and mentoring program development for extension administrative assistants. The journal of applied communications focuses specifically on issues and topics relevant to agricultural and applied communication professionals. The journal of agricultural education and extension. Farmers are more likely to be found on social media in the early morning hours or in the evening. Vol 8 no 1 2020 journal of human sciences and extension. Journal of agricultural extension and rural development. In particular, the project will support the production of short videos that will be loaded onto social media internet sites to assist with delivery of agricultural extension around soil condition and landscape scale conservation in south. Assessment of the usage of social media among agricultural. Increased communication for organizations fosters brand awareness and often, improved customer service. In these publications, you will walk through the marketing promotion planning stages from audience analysis through evaluation.
This sharing of information facilitates the marketing of the farmers. Social media is the platform of engagement and agriculture is the content. Abstract social media is the new upcoming area in agricultural marketing that has blogs, microblogs, pages, groups etc. Social media is powerful, but this isnt news to the agriculture industry. At extension, we believe the use of social media is a way to digitally connect and communicate with others coworkers, clients, business partners and potential new clients. There is a need of training and education about use of social media in agril marketing. The journal of extension joe is the official refereed journal for extension professionals. International journal of agricultural extension and rural development studies vol. Be sure youre taking advantage of all the opportunities social media offers. Analysis of social media mainstreaming in eextension by. Mobile phone and social media for agricultural extension. Social media has become a platform that is easily accessible to anyone with internet access.
Social media gives farmers and rural businesses a voice and provides invaluable networking opportunities for continuous twoway communication. More than half of those investing as little as 6 hours per week in social media were able to build new partnerships. Atlantic journal of communication, cultural extension and advisory services. The purpose of this paper is to assess the value social media could ha ve for the agricultural industry. Extension and marketing, consumer engagement and crisis communication. International journal of agricultural education and extension ijaee is an international scientific journal owned and published by the premier publishers. Scope of journal the journal of agricultural extension is devoted to the advancement of knowledge of agricultural extension services and practice through the publication of original and empirically based research, focusing on. Rb channelrole of extension in rural development aug. If you have an idea and you want it to reach millions, at a very little cost, then social media is the only wayout.
General extension and teaching methods social cognitive factors influencing household decisions to grow orangefleshed sweet potato in uganda sulah ndaula, haroon sseguya, frank matsiko. Achievements and challenges in agricultural extension in india 319 global journal of emerging market economies, 4, 3 2012. Aug 31, 2012 the marriage of agriculture and social media likely conjures up images of crop seeding on farmville, but socially savvy agribusinesses are proving that the connection runs much. Majority of farmers approach the use of social media in agricultural information. For agricultural businesses, facebook allows you to take advantage of these aspects with the added benefit of being free or low cost. Digital technologies in agriculture and rural areas. The impact of agricultural extension services on social. Agrilife extension s online bookstore offers educational information and resources related to our many areas of expertise and programming. Social media is a new trend in communication and a new platform for sharing, engagement and networking in all spheres of life including agriculture. List of issues the journal of agricultural education and.