Leveraging Social Media Platforms for valuing Agri-Entrepreneurship in Punjab, India

Authors

  • Amanjit Kaur School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab, India
  • Gurjeet Singh Walia Department of Mathematics, Statistics & Physics, Punjab Agricultural University, Ludhiana, Punjab, India
  • Ramandeep Singh School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab, India

DOI:

https://doi.org/10.48165/IJEE.2022.58315

Keywords:

Agribusiness, Agripreneurs, Digital platforms, Information, Social media

Abstract

Social media tools offer a huge opportunity to value digital engagement for agribusiness stakeholders. The rapid pace of developing digital platforms calls for substantial growth in agri-entrepreneurship in Punjab. The present study analyzed the usage pattern of different social media platforms by agripreneurs in Punjab and examined the significance of their demographic characteristics in the usage of these online communication platforms. The data were collected from 200 agripreneurs, who got or were getting training from Punjab Agricultural University during the year 2019. The findings highlighted that WhatsApp and Facebook were the two topmost used social media applications for agribusiness pursuits in Punjab, followed by Instagram, YouTube, Twitter, and LinkedIn. Among various demographic attributes, age, educational qualification, and marital status of the agripreneurs were found to have significant relationships with their usability in agribusiness. The young, highly educated, and unmarried agripreneurs recorded more use of social media tools for agribusiness undertakings as compared with older, less educated, and married agripreneurs. It can be concluded that all agribusiness stakeholders should encourage the synchronized use of such digital platforms to make the right information available at right time to the agripreneurs. 

Downloads

Download data is not yet available.

References

Asare, I. A., Takyi, E. B., Teye, S., & Teye, D. A. (2021). Trends of social media writing among students of Mount Mary’s college of education in the eastern region of Ghana. Journal of Extension Systems, 37(2), 32–42. https://doi.org/10.48165/jes.2021.37.2.6

Che Nawi, N., Mamun, A. A., Hassan, A. A., Wan Ibrahim, W. S. A. A., Mohamed, A. F., & Permarupan, P. Y. (2022). Agro Entrepreneurial Intention among University Students: a study under the premises of Theory of Planned Behavior. SAGE Open, 12(1), 21582440211069144.

Chisenga, J., Kedemi, R., & Sam, J. (2014). The use of social media in agricultural research workflows in Ghana and Kenya, Agricultural Information Worldwide, 6, 48-57.

Datareportal. (2021). Digital 2021: India. https://datareportal.com/ reports/digital-2021-india

Fawole, O. P., & Olajide, B. R. (2012). Awareness and use of information communication technologies by farmers in Oyo State, Nigeria. Journal of Agricultural & Food Information, 13(4), 326-337.

Jayalakshmi, M., Prasadbabu, G., Chaithanya, B. H., Lavanya, A., & Srinivas, T. (2022). Usages of Mobile Application developed by Krishi Vigyan Kendra Banavasi. Indian Journal of Extension Education, 58(1), 72-75.

Kapinga, A. F., Suero Montero, C., & Mbise, E. R. (2019). Mobile marketing application for entrepreneurship development: Codesign with women entrepreneurs in Iringa, Tanzania. The Electronic Journal of Information Systems in Developing Countries, 85(2), 1-15. https://doi.org/10.1002/isd2.12073

Linh, T. T., Nanseki, T., & Chomei, Y. (2016). Factors affecting farmers’ uses of information sources in Vietnam. Agricultural Information Research, 25(3), 96-104.

McKinsey & Company. (2021). Podcast: How digital tools can help transform African agri-food systems. https://www.mckinsey.com/ za/our-insights/podcast-how-digital-tools-can-help-transform african-agri-food-systems.

Miklian, J., & Hoelscher, K. (2021). SMEs and exogenous shocks: A conceptual literature review and forward research agenda. International Small Business Journal-Researching Entrepreneurship, 40(2), 178-204 https://doi.org/10.1177/ 02662426211050796.

Nain, M. S., Singh, R., & Mishra J. R. (2019). Social networking of innovative farmers through WhatsApp messenger for learning exchange: A study of content sharing. Indian Journal of Agricultural Sciences, 89(3), 556-558.

Panda, S., Modak, S., Devi, Y. L., Das, L., Pal, P. K., & Nain, M. S. (2019). Access and usage of Information and Communication Technology (ICT) to accelerate farmers’ income. Journal of Community Mobilization and Sustainable Development, 14(1), 200-205. https://indianjournals.com/ijor.aspx?target=ijor:jcmsd& volume=14&issue=1&article=037

Pandey, D. K., De, H. K., & Dubey, S. K. (2020). Social media usage among agriculture collegian in north-Eastern India. Indian Journal of Extension Education, 56(2), 26-30.

Raina, S., Chahal, H., & Kher, S. K. (2016). Analysing agriculture extension services for media mixes for transfer of technology. Journal of Rural Development, 35(3), 465-481.

Reichstein, T., & Brusch, I. (2019). The decision making process in viral marketing-A review and suggestions for further research. Psychology & Marketing, 36(11), 1062-1081.

Singh, S. K., Singh, A. K., & Maji, S. (2021). Constraints faced by the students in the usage of ICT initiatives in agricultural education. Indian Journal of Extension Education, 57(1), 114- 117.

Statista. (2021). Number of social network users across India. https:/ /www.statista.com/statistics/1232311/india-number-of-social media-users-by-platform/

Sturiale, L., & Scuderi, A. (2013). Evaluation of social media actions for the agrifood system. Procedia Technology, 8, 200-208. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003).

User acceptance of information technology: Toward a unified view. MIS Quarterly, pp 425-478.

White, D., Meyers, C., Doerfert, D., & Irlbeck, E. (2014). Exploring agriculturalists’ use of social media for agricultural marketing. Journal of Applied Communications, 98(4), 72-86.

Yang, Y. H., Chang, C. Y., Chen, C. T., & Tsay, J. R. (2021, May 26). Impact of the COVID-19 Pandemic Becomes the Thriving Accelerator for the Smart Agriculture. FFTC Agricultural Policy Platform. https://ap.fftc.org.tw/article/2754

Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social media adoption: The role of media needs and innovation characteristics. Computers in Human Behavior, 43, 189-209.

Downloads

Published

2022-06-20

Issue

Vol. 58 No. 3 (2022): Indian Journal of Extension Education, (Jul-Sep), 2022

Section

Articles

License

Copyright (c) 2022 Amanjit Kaur, Gurjeet Singh Walia, Ramandeep Singh

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Kaur, A., Walia, G.S., & Singh, R. (Trans.). (2022). Leveraging Social Media Platforms for valuing Agri-Entrepreneurship in Punjab, India . Indian Journal of Extension Education, 58(3), 70–73. https://doi.org/10.48165/IJEE.2022.58315
Crossref
Scopus
Google Scholar
Europe PMC