SOCIAL MEDIA FOR AGRICULTURAL

DEVELOPMENT: PERCEPTION OF KRISHI VIGYAN

KENDRA SCIENTISTS

DISHANT JOJIT JAMES

PALB 7025

DEPARTMENT OF AGRICULTURAL EXTENSION

UNIVERSITY OF AGRICULTURAL SCIENCES
GKVK, BANGALORE – 560 065
2020
 SOCIAL MEDIA FOR AGRICULTURAL
DEVELOPMENT: PERCEPTION OF KRISHI VIGYAN
KENDRA SCIENTISTS

DISHANT JOJIT JAMES

PALB 7025

Thesis submitted to
University of Agricultural Sciences, Bengaluru
in partial fulfillment of the requirements for the award of the
degree of

DOCTOR OF PHILOSOPHY
IN
AGRICULTURAL EXTENSION

BENGALURU NOVEMBER, 2020

Affectionately Dedicated to

My Beloved Parents
 DEPARTMENT OF AGRICULTURAL EXTENSION
UNIVERSITY OF AGRICULTURAL SCIENCES
GKVK, BENGALURU - 560 065
CERTIFICATE

This is to certify that the thesis entitled “SOCIAL MEDIA FOR

AGRICULTURAL DEVELOPMENT: PERCEPTION OF KRISHI VIGYAN
KENDRA SCIENTISTS” submitted by Mr. DISHANT JOJIT JAMES, ID No.
PALB 7025 for the award of the DOCTOR OF PHILOSOPHY in
AGRICULTURAL EXTENSION to the University of Agricultural Sciences,
GKVK, Bangalore is a bonafide of record of research work carried out by him during
the period of his study in this university under my guidance and supervision and the
thesis has not previously formed the basis for the award of any degree, diploma,
associateship, fellowship or other similar titles.

Bengaluru (M. SHIVAMURTHY)

November, 2020 Emeritus Scientist
Dept. of Agricultural Extension
Major Advisor

APPROVED BY

Chairman : ___________________________
(M. SHIVAMURTHY)

Members : 1. ___________________________
(M. T. LAKSHMINARAYAN)

2. ___________________________
(S. GANESAMOORTHI)

3. ___________________________
(C.P. GRACY)

(P.V. SATHYA GOPAL) 4. ___________________________

External Examiner (V. MANJUNATH)
 ACKNOWLEDGEMENT

God’s grace has been there upon me throughout my educational life. I humbly
thank God for providing me the required talent, knowledge and skills to reach this
stage.

Every Ph.D. scholar has the dream of working under a proficient and
experienced major advisor. Dr. M. Shivamurthy, Emeritus Scientist, Department of
Agricultural Extension, University of Agricultural Sciences, GKVK, Bengaluru and
Chairman of my advisory committee, has helped me immensely to grow as a
researcher through his valuable guidance and timely suggestions. Sir believed in me
when I chose a unique topic of study and at every stage of my research, he guided me
in the right direction. Apart from my research, Sir provided me chances to work with
French and German researchers on experimental research projects and gave me
exposure to focus group discussions and ground-level interactions with farmers and
input dealers in remote places across Karnataka. I am really thankful to
Dr. M. Shivamurthy for shaping me into a confident researcher and will remain ever-
grateful to him.

To have a great teacher is a blessing. To have a great teacher who understands

the problems of students and empathises with them is a blessing of blessings.
Dr. M. T. Lakshminarayan, Associate Professor of Agricultural Extension and
Assistant Controller of Examinations, University Examination Centre, University of
Agricultural Sciences, GKVK, Bengaluru and member of my Advisory Committee,
has always stood by me right from when he was my Chairperson in MSc. Whenever I
have a problem, whether it is related to academics or life, I consult Sir and he
provides me the best advice which I always heed to. I profusely thank Dr. M.T.
Lakshminarayan for advising me to take up Ph.D. and also for helping me with data
analysis, publishing of research papers and timely completion of my doctoral
programme.

I immensely thank Dr. S. Ganesamoorthi, Associate Professor, Department

of Agricultural Extension, UAS, GKVK, Bengaluru and member of my Advisory
Committee for refining my methodology and questionnaire, for giving me updated
seminar topics and also for guiding me on using various advanced technologies.

I am grateful to Dr. C.P. Gracy, Professor and Head (Retd.), Department of

Agricultural Marketing, Cooperation and Business Management, UAS, GKVK,
Bengaluru and member of my Advisory Committee, for her valuable counsel, note-
worthy guidance and cordial co-operation during the course of investigation.

I also thank Mr. V. Manjunath, Associate Professor, Department of

Agricultural Statistics, GKVK, UAS, Bengaluru and member of my Advisory
Committee, for giving me suggestions and supporting me in my research.

Words are inadequate to express my deep sense of gratitude for the

encouragement, guidance and cooperation of Dr. B. Krishnamurthy, Professor and
Head, Department of Agricultural Extension, UAS, GKVK, Bengaluru. I thank Sir for
giving me exposure to teaching UG students, compiling Krishimela report and
anchoring during Departmental functions. Sir has always treated me with great
affection and I am indebted to him for his kindness.

I am extremely obliged to Professors of Department of Agricultural Extension,

GKVK, UAS, Bengaluru, namely, Dr. N.R. Gangadharappa. Dr.N.S.
ShivalingeGowda, Dr. Y.N. Shivalingaiah, Dr.K.C. Lalitha, Dr. K.P.
Raghuprasad and Dr.V. GovindaGowda for their valuable suggestions and
benevolent support during my degree programme.

I thank all the scientists of Krishi Vigyan Kendras of ATARI Zones X and XI,
for providing valuable information and insights on aspects related to my research and
for applauding my efforts.

It is my duty to thank Mr. Jagadish, Subject Matter Specialist (Agricultural

Extension), IIHR KVK, Hirehalli, Dr. R. Marimuthu, Senior Scientist and Head,
ICAR KVK, Idukki, Dr. N. Sriram, Senior Scientist and Head, KVK Salem,
Dr. B. Manjunath, Scientist (Plant Protection) and Dr. Chithra Y. D., Scientist
(Agricultural Extension) of KVK Hadonahalli, for providing me valuable information
for my case studies.

I express my heartfelt thanks to Mr. Shivalingaiah, Mr. Mahesh,

Mr. Mallikarjun and Mrs. Kantha Bai (non-teaching staff) for their help and
cooperation during my study.
 I am also highly grateful to my parents, for supporting my dream of doing
Ph.D. and for encouraging me throughout my life. Whatever I am today is because of
my parents and I proudly dedicate this thesis to them. Words are inadequate to
express my gratitude to my beloved parents Mrs. Vimala James and Mr. P.J. James.
I also thank my sister Mrs. Delicia Ansel, my brother-in-law Mr. Ansel Andrew, my
grandmother Mrs. Aleykutty and my uncle Mr. James John, for their endurance,
abundant love and affection, moral encouragement, constant support and personal
sacrifice during my academic career.

I sincerely and honestly thank my seniors, Vinay, Suresh, Preethi, Shanbogh,

Ashok, Mani, Chowdhry, Chandrasekhar, Ashwathi, Darsana, Swetha, Tanveer,
Akkamahadevi, Mahalakshmi, Vinodha, Manoj and Vishwegowda, for their guidance
and support.

I find great pleasure in thanking my best friends, Prajwal, Tinu and Ashwin,
for their altruistic love and support.

I sincerely thank my classmates Sanketh, ManjuPrakash, Shivani, Chaitra and

Ali for showing me what real dedication is.

It gives me immense happiness in thanking my dear juniors, Darshan,

Kusumalatha, Imran, Sagar, Mutthu, Prashanth, Abhishek, Chandan, Jagadeesh,
Puneeth, Vishwa, for their innocent suggestions and timely help.

Finally, I thank all those wonderful people who helped me directly or

indirectly in this sojourn of mine and request them to accept my gratitude.

Bengaluru (Dishant Jojit James)

November, 2020
 SOCIAL MEDIA FOR AGRICULTURAL DEVELOPMENT: PERCEPTION
OF KRISHI VIGYAN KENDRA SCIENTISTS

DISHANT JOJIT JAMES

ABSTRACT

The present research study was conducted in Andhra Pradesh, Karnataka,

Kerala, Lakshadweep, Puducherry, Tamil Nadu and Telangana during 2019-20 to
analyze the perception of scientists working in Krishi Vigyan Kendras regarding
social media for agricultural development, along with their knowledge and extent of
utilization. A sample of 161 scientists from 117 Krishi Vigyan Kendras were
interviewed for the study. The results revealed that, a greater proportion of
agricultural scientists (39.14%) had high knowledge regarding social media. Majority
(77.02%) of the respondents had good to better perception regarding social media for
agricultural development. As high as 47.83 per cent of the agricultural scientists were
belonging to the category of medium users in overall extent of utilization of social
media, whereas 31.68 and 20.49 per cent of the scientists working in KVKs had low
overall extent and high overall extent of utilization of social media, respectively. Vast
majority of respondents were very frequently using popular social media, namely
WhatsApp (91.93%) and Facebook (61.49%). Twenty one independent variables
considered in this study contributed to the tune of 87.15, 80.95 and 81.91 per cent to
the knowledge, perception and extent of social media utilization of agricultural
scientists, respectively. Majority of the agricultural scientists faced the problem of
poor connectivity of internet in the rural areas (86.34%), followed by lack of
authenticity and scientific validity in the messages spread through social media
(80.75%), as well as insufficiency in time for the initiative of integrating social media
with agricultural development (78.26%).

November, 2020

Department of Agricultural Extension M. SHIVAMURTHY

College of Agriculture, UAS, GKVK (Major Advisor)
Bengaluru-560065
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 CONTENTS

CHAPTER TITLE PAGE NO.

I INTRODUCTION 1-13

II REVIEW OF LITERATURE 14-70

III METHODOLOGY 71-103

IV RESULTS AND DISCUSSION 104-186

V SUMMARY 187-195

VI CASE STUDIES 196-209

VII REFERENCES 210-230

APPENDICES 231-257

PUBLICATIONS 258-275
 LIST OF TABLES

Table Page
Title
No. No.

1 Variables selected and their empirical measurement 72-73

Details of scoring procedure adopted for knowledge of KVK

2 76
scientists regarding social media

3 Scale to analyze the perception of KVK scientists 81-83

Personal, socio-economical, psychological and communication

4 106-107
characteristics of KVK scientists

5 Knowledge of KVK Scientists regarding individual social media 113

6 Overall knowledge of KVK scientists regarding social media 115

Dimension-wise perception of KVK Scientists regarding social

7 117-120
media for agricultural development

Overall perception of KVK scientists regarding social media for

8 122
agricultural development

9 Extent of utilization of selected social media by KVK Scientists 123

10 Overall extent of utilization of social media by KVK Scientists 124

11 Purpose of utilization of social media by KVK scientists 126

12 Type of information disseminated using social media 128

Association between Knowledge of KVK Scientists regarding

13 social media and their perception regarding social media for 129
agricultural development
Table Page
Title
No. No.

Association between Knowledge of KVK Scientists regarding

14 130
social media and their extent of utilization of social media

Association between perception of KVK scientists regarding social

15 media for agricultural development and their extent of utilization 131
of social media

Relationship of personal, socio-economic, psychological and

16 communication characteristics with knowledge of KVK Scientists 133
regarding social media

Relationship of personal, socio-economic, psychological and

17 communication characteristics with perception of KVK Scientists 141-142
regarding social media for agricultural development

Relationship of personal, socio-economic, psychological and

18 communication characteristics with extent of utilization of social 149-150
media by KVK Scientists

Extent of contribution of independent variables towards

19 157
knowledge of KVK Scientists regarding social media

Extent of contribution of independent variables towards perception

20 of KVK Scientists regarding social media for agricultural 159-160
development

Extent of contribution of independent variables towards extent of

21 160-161
utilization of social media by KVK Scientists.

Direct, indirect and largest indirect effects of personal, socio-

22 economic, psychological and communication characteristics on 162-163
knowledge of KVK scientists regarding social media

Direct, indirect and largest indirect effects of personal, socio-

23 168-169
economic, psychological and communication characteristics on
Table Page
Title
No. No.
perception of KVK scientists regarding social media for
agricultural development

Direct, indirect and largest indirect effects of personal, socio-

24 economic, psychological and communication characteristics on 174-175
extent of utilization of social media by KVK scientists.

Constraints faced by KVK Scientists during use of social media

25 181
for agricultural development

Suggestions given by KVK Scientists for effective use of social

26 184
media for agricultural development.
 LIST OF FIGURES

Figure Between
Title
No. Pages

Conceptual model of the study depicting the variables selected for the
1 69-70
study

Map showing the states and union territories selected for the research
2 72-73
study

3 Overall knowledge level of KVK scientists regarding social media 115-116

Overall perception of KVK scientists regarding social media for

4 121-122
agricultural development

5 Overall extent of utilization of social media by KVK scientists 123-124

Relationship between independent variables with knowledge of KVK

6 133-134
scientists regarding social media

Relationship between independent variables with perception of KVK

7 141-142
scientists regarding social media for agricultural development

Relationship between independent variables with extent of utilization

8 149-150
of social media by KVK scientists

Empirical model on extent of contribution of independent variables

9 157-158
towards knowledge of KVK scientists regarding social media

Empirical model on extent of contribution of independent

10 variables towards perception of KVK scientists regarding social 159-160
media for agricultural development

Empirical model on extent of contribution of independent

11 variables towards extent of utilization of social media by KVK 159-160
scientists

Path Analysis showing the effects of profile of KVK scientists

12 163-164
on their knowledge regarding social media
Figure Between
Title
No. Pages

Path Analysis showing effects of profile of KVK scientists on

13 their perception regarding social media for agricultural 169-170
development

Path Analysis showing effects of profile of KVK scientists on

14 175-176
their extent of utilization of social media
 LIST OF PLATES

Plate Between
Title
No. Pages

Researcher with Mr. Jagadish, Subject Matter Specialist (Agricultural

1 199-200
Extension), IIHR KVK, Hirehalli

Resarcher with Dr. R. Marimuthu, Senior Scientist and Head, ICAR

2 201-202
KVK, Idukki

Resarcher with Dr. N. Sriram, Senior Scientist and Head, and Subject
3 205-206
Matter Specialists of KVK Salem

Researcher with Dr. B. Manjunath, Scientist (Plant Protection) and

4 Dr. Chithra Y. D., Scientist (Agricultural Extension) of KVK 209-210
Hadonahalli
 I. INTRODUCTION

“Social media is not about the exploitation of technology but service to community.”

- Simon Mainwaring

We are living in a modern world where most of our communication takes

place through the internet. Capturing billions of users from all over the world, social
media have become one of the most popular means of interaction and information-
sharing. From family photos to project diagrams, from casual chats to news reports
and from small fun groups to large networks of like-minded professionals, social
media have become part of life for all. From the inception of the internet era, a lot of
social media platforms have emerged. Though their purpose may differ, they all have
one thing in common: connecting millions of people all over the globe together.
While a couple of decades ago, people had to spend enormous sums of money on
phone calls or had to wait for months to send and receive a letter, the emergence of
social media has enabled unlimited, instant, and free global communication. With the
help of this innovation, people have become closer to each other and can share
information and multimedia, exchange messages, and track each other’s online
activity with their social accounts.

With so much hype regarding social media, it is essential to understand its

concept in detail. Social media are contemporary channels of digital communication
composed of various evolving tools for discussion and sharing of information among
people. These digital tools include among others, Facebook, WhatsApp, You Tube,
Twitter and Instagram. Social media can be defined as a techno-social system for
participatory culture, having characteristics like participation, openness,
connectedness, conversation and community. This definition is based on the ideas set
forward by Fuchs (2013) and Mayfield (2008). Participation refers to the
encouragement of contributing to the conversation and obtaining feedback from
everyone. Openness refers to the apparent lack of barriers in accessing, making use of
and sharing content. The conversation characteristic of social media extends to two-
way communication rather than merely broadcasting or one-way transfer of
information. Connectedness highlights the ability of social media to link to other sites,

Social media for Agricultural development: Perception of KVK scientists 1

resources and people. Community reflects the group forming ability of social media
around common interests.

Suchiradipta and Saravanan (2016) defined social media as web based tools of
electronic communication that allow users to interact, create, share, retrieve and
exchange information and ideas in any form (text, pictures, video, etc.) that can be
discussed upon, archived and used by anyone in virtual communities and networks.
According to Merrian Webster Dictionary, social media means forms of electronic
communication through which users create online communities to share personal
messages, ideas, information and other content such as videos and photos. As per
Cambridge Advanced Learners Dictionary, social media means websites and
computer programmes that allow people to communicate and share information on the
internet using a computer or mobile phone. There are 3.6 billion active social media
users in the world (Clement, 2020). The most popular social media are Facebook (2.5
billion users), YouTube (2 billion users) and WhatsApp (1.6 billion users).The annual
growth rate of social media users worldwide is 13 per cent whereas in India it is 31
per cent.

There are seven basic building blocks of social media (Kietzmann et al.,
2011). They are as follows:

i. Identity: Extent to which users reveal their identities in a social media setting

ii. Conversations: Extent to which users communicate with other users in social
media

iii. Sharing: Extent to which users exchange, distribute, and receive content

iv. Presence: Extent to which users can know if other users are accessible

v. Relationships: Extent to which users relate to each other

vi. Reputation: Extent to which users know the social standing of others and their
content

vii. Groups: Extent to which users are ordered or form communities.

Social media is more about sociology and psychology of communication than

about technology (Saravanan and Bhattacharjee, 2014). The number of social media

2 Dishant Jojit James, Ph. D. 2020

users has remarkably increased across the globe in the past decade, while most growth
is expected in Africa, Latin-America, Asia and the Middle East now. Social media
have been used for social good, such as organising community activism, for
empowering citizens, and for coordinating emergency or disaster relief efforts
(Bresciani and Schmeil, 2012). Home-grown social networks around the world play
an important role next to dominant global social networks like Facebook (Aka et al.,
2013). Examples of mapping disaster struck regions using social media like Twitter,
Ushahidi and other platforms, in China, Haiti and Chile after the earthquakes, and in
the Philippines after typhoon Hayan, have shown the potential of crowdsourcing for
the NGOs involved with relief activities (Meier, 2014). The phenomenal growth of
social media can mostly be attributed to the common platform it gives to people to
share their ideas and create their own content – be it texts, images, sound clips or
videos and also the affordability of these platforms as they can be accessed without
incurring extra charges. Convergence of technologies and evolution of multi-
functional portable gadgets are other reasons for expanding social media reach.

The popularity of these social media platforms to a global audience is like

never before owing to the increased reach of internet enabled mobile phones and
increased number of social media platforms across the globe. Social media sites
gained their popularity not only because they connected friends and family but the
huge potential of communication was soon realised and it started finding its use in
professional communication. The preferences of social media platforms are still
different based on the purpose. While Facebook has the highest reach among all social
media platforms, LinkedIn is still the number one choice for professional
communication as it is more likely to have a professional, well informed discussion in
LinkedIn which is not possible in Facebook or Twitter.

In the agricultural sector, there is an increasing rate of social media usage

amongst stakeholders. Platforms like Twitter, Facebook and WhatsApp are
encouraging interaction among users and in sharing of information. Earlier, farmers
used to exchange information when they got together at a meeting place or depended
on newspapers, television and radio for news. Today, farmers are using Facebook,
Twitter and other tools to access news and also spread the news. Farmers have been
sharing pictures of their farms on Facebook; selling products on Twitter and

Social media for Agricultural development: Perception of KVK scientists 3

connecting with experts on WhatsApp. All this is happening thanks to the social
media revolution. These tools are empowering agricultural professionals,
transforming agricultural organisations and connecting farmers.

Sokoya et al. (2012) opined that there is growth in the utilization of social
media among agricultural professionals, researchers and other stakeholders. Social
media have ensured quick delivery of information and feedback between the sender
and receiver. It has become an effective way of ensuring successful delivery and
sustainability for the agricultural extension subsector. Social media usage at the
workplace increases the capacity of the employees (Federica and Mary, 2016).Social
media gives opportunities to farmers for co-creating content and promotes co-learning
among farmers (Jackson et al., 2009). Social media is becoming a very important tool
in farming because it has the ability to connect with farmers and agribusiness people
from around the world over large geographical distances. Content creation is faster
through social media than traditional mass media channels of extension
communication (Lucas, 2011). Today’s farmer needs access to timely, reliable and
relevant information in order to be competent. The information should also be
packaged and delivered in a way preferred by them (Diekmann et al., 2009).

Today, agricultural extension faces the herculean task of disseminating a large

number of discoveries and innovations from different fields of agricultural and allied
sciences. It is necessary to make available to farmers the latest findings of research
organisations. For this, it is essential to have an effective information dissemination
system. Social media enables the providers of extension services to compete in a
better manner and improves the accessibility of information for farmers.

Social media penetration is obviously faster that imagined, coupled with the
level of technology advancements that continue to bring the whole world at
everybody’s finger tips. Information is being made accessible without having to go
through the hiccups of travelling and delays. Since extension deals with farmers to
effect positive social change, social media present a great opportunity, especially in
agricultural development (Aliyu and Safiyul, 2017). Social media presence increases
the online visibility of extension websites (Arnold et al., 2012) which is a big
advantage for quicker information dissemination of technological know-how.

4 Dishant Jojit James, Ph. D. 2020

 Information by agricultural scientists on social media helps others have a
better understanding, dispel myths and combat negative information in an agricultural
crisis, showing opportunity for the scientific fraternity. Agricultural professionals
have been utilizing social media to disseminate information on agricultural
technologies, innovations, good practices and network with other professionals.
Researchers are collaborating on joint projects. Extension personnel are able to reach
a larger number of farmers in lesser time and in a cost effective manner. Agricultural
extension officers have been enabling farmers groups using WhatsApp and Facebook,
facilitating them to connect with officers and share their concerns.

In India, more than half of the workforce is in the agricultural sector. It is thus
essential to provide the farmers with a competitive edge regarding access to state of
the art technologies and related information. There are two main streams in the
National Agricultural Research System (NARS) of India, viz., the Indian Council of
Agricultural Research (ICAR) at the National level and State Agricultural Universities
(SAUs) at the State level. The Department of Agriculture Cooperation and Farmers
Welfare, Ministry of Animal Husbandry, Dairy and Fisheries, institutions under
ICAR, the National Institute of Agricultural Extension Management (MANAGE) and
departments under the Ministry of Agriculture, Government of India, have been using
some of the social media platforms to share latest developments and information on
schemes. State Agricultural Universities have been sharing information about their
programs on these platforms. Some of the State Agriculture departments in Kerala,
Tamil Nadu, etc. have started integrating social media into their agricultural projects.
International Organisations like World Bank, FAO, CGIAR, USDA are using these
platforms to share developments, information on their projects, promote their work,
engage in a dialogue with stakeholders, and reach communities.

Using social media, farmers are connecting with other farmers and sharing
tips, practices and success stories. Some farmers are connecting with consumers
directly and also marketing their produce using tools like Twitter and WhatsApp.
According to a report published by the Internet and Mobile Association of India
(IAMAI) and Indian Market Research Bureau International (IMRB), the usage of
Social Media in rural India had doubled during 2016 with 25 million people using
Internet to access Twitter and Facebook. Urban areas showed a growth of 35 percent

Social media for Agricultural development: Perception of KVK scientists 5

with 118 million users as on April 2015. Facebook emerged the leading social media
website with 96 per cent of urban users accessing it, followed by Google Plus
(61 per cent), Twitter (43 per cent) and LinkedIn (24 per cent).

Global trends in Social media for agricultural development

Social media are empowering agricultural professionals, transforming

agricultural organisations, connecting farmers to other farmers and consumers and
increasing competitiveness of small farmers (Lakshmi et al., 2017). Farmers have
started to reach out to specific groups of consumers using social media. Agriculturists
are bounteously using stories on Instagram and statuses on WhatsApp in order to
capitalize on the ‘Fear of missing out’ (FOMO) among consumers. Local/ indigenous
foods are being promoted better using social media. Agricultural institutes are
searching for knowledgeable and creative social media managers to administer and
advance their social media presence.

Facebook

Currently, Facebook has over 2.5 billion monthly active users globally. It
allows to create individual profiles or institutional pages and groups of like-minded
professionals. Each registered user on Facebook has a personal profile that shows
their posts and content. Instant messaging option began as Facebook Chat in
2008 and eventually became a standalone mobile app named Facebook Messenger, in
August 2011.

Facebook can help extension professionals to:

• Post videos/ photos of field level activities, demonstrations, interaction with

farmers, application of technologies and field problems.

• Share/ highlight success stories of farmers.

• Advertise events, exhibitions, conferences, seminars, training programmes and

meetings related to agriculture.

• Create professional groups on a specific theme and share knowledge; connect

with other groups, organizations.

• Popularize Government schemes and institution-developed technologies.

6 Dishant Jojit James, Ph. D. 2020

 • Send alerts in case of emergency, marketing opportunities for farmers,
consumer preferences.

• Encourage farmers and FPOs to connect with AOs, other farmers and groups.

YouTube

It has two billion users worldwide. It’s a video-sharing platform/ search engine
where one can watch and download videos, like, dislike, subscribe and comment on
videos. One can learn almost everything such as English, Coding, Business
management and many other concepts, upload videos, share useful videos with other
people on Facebook, Twitter and LinkedIn. One can even earn money from uploaded
videos on YouTube. Live streaming can also be done using YouTube. You Tube can
be used to:

• Encourage scientists and extension personnel who work at the field level to
create YouTube accounts to share agricultural related videos.

• Download useful agri-tech videos from YouTube and screen them on pico
projectors to small groups of farmers.

• Encourage young entrepreneurs to produce and upload their best practices and
success stories on YouTube.

• Promote use of relevant YouTube videos in building capacities of agricultural

officers at the field level.

WhatsApp

It has 1.6 billion active users. Photos, videos, audio, location can be shared
using WhatsApp. Voice messaging is a useful option. Group (up to 256 users) and
broadcast messages, free phone calls, video calls, group calls are other features.
WhatsApp can be used to:

• Encourage scientists, extension workers, progressive/ innovative farmers to

create WhatsApp accounts and groups to network and share information.

• KVKs and Departments can send/share alerts - release of new varieties,

meetings, office orders, details of Government Schemes, visits of senior officers
etc.

Social media for Agricultural development: Perception of KVK scientists 7

 • Commodity specific groups can be created and linked to input agencies.

Other social media include Twitter, LinkedIn, Instagram, Telegram, Quora,

Messenger, Snapchat, Skype, blogs etc.

Farming can typically be isolating, but communication within agriculture has

never been more accessible at the tip of our fingers than now. Social media can be
incorporated into agri-businesses to make communication a better and more efficient
process. Due to changing technology, methods of production in agriculture have
developed extensively in recent years. Coinciding with the changes in technology,
new methods are being introduced to communicate these developments. Farming has
a negativity surrounding its image due to organizations campaigning against the
breach of environmental values and treatment of animals. New methods of
communication however are working to change the public perception by educating
them and enabling them to form their best opinion on Agriculture and food
production.

On one side, agriculture is getting diversified, whereas on the other side,

people are moving away from their farms. Agriculturists have to explore other
methods of communication as face-to-face dialogue alone is no longer efficient
enough to converse their message. Many farmers however are still lagging despite
having knowledge of the latest technology such as smart phones, tablets and the
internet. If missing out on using Social Media platforms farmers will miss the chance
to educate, communicate and promote themselves to their audience. More farmers are
however becoming computer literate and embracing new tech to establish a personal
connection with customers. Social media is valuable in that it blurs the line between
technology and social interaction. Agricultural experts who are struggling with
implementing new technology into their business should look for assistance from
organizations that provide the necessary training to farmers and community owned
businesses. The main benefits for Agri-businesses expanding into social media are
that you get to convert and develop a relationship with customers and other
professionals in the industry. The instantly accessible nature of social media is ideal
for implementing a dialogue, managing and educating the audience. It also allows
quick and responsive networking between Agri- experts. Farmers can create their
individual social media and brand strategy through Facebook, Twitter, YouTube or

8 Dishant Jojit James, Ph. D. 2020

blogs. This will enable them to use a story format while reaching a mass audience,
particularly through Twitter and Facebook which now has over 2.5 billion users. It
will also give farmers the platform to amplify their message on the state of tech in
architecture including what’s important to them. Twitter is great for audience
accessibility as it’s a growing social media source which uses swift forms of
messaging and has ‘tweets’ which are available to be seen by anyone on the platform
who shares a keen interest on the subject.

Information used to be trapped in pages of newspapers and magazines.

Platforms such as Twitter and Facebook will make sure that messages will not go
unnoticed in their circle of influence, particularly when made viral. Social media will
also allow Agri-businesses to see current news regarding their audience and other
farmers which could give them a competitive edge they previously didn’t have.
Farmers and agricultural experts who don’t use social media will face an uphill battle
for industry relevance.

KVK System: Mandate and Activities

An agricultural innovation with its effective diffusion is the key to increase

agricultural productivity. In this context, the Government of India, through ICAR, has
established a large network of Krishi Vigyan Kendras (Farm Science Centres) across
the country. The aim behind this initiative was to conduct Technology Assessment
and Refinement as well as dissemination of knowledge. Presently, there are 716
KVKs in India. They help in improving the socio-economic conditions of farming
communities and also in accelerating the agricultural production. KVKs provide
linkage between researchers, extension workers and farmers.

The scientists of KVKs play a pro-active role in transferring latest

technologies with beneficial impacts to the farmers at grass root level. They
continuously improve their knowledge and skills by updating themselves regarding
latest information and technologies. The overall development of KVK scientists
depends on their ability and willingness to seek and share pertinent information with
their colleagues and other stakeholders of agriculture. The networks within research
groups of scientists are termed ‘invisible college’. The absence of such linking groups
can inhibit the process of development of the organisation as well as the scientists.

Social media for Agricultural development: Perception of KVK scientists 9

Social media speeds up connections between scientists in the virtual space (Jayashree,
2018).

KVK, is an integral part of the National Agricultural Research System

(NARS), aims at assessment of location specific technology modules in agriculture
and allied enterprises, through technology assessment, refinement and
demonstrations. KVKs have been functioning as Knowledge and Resource Centre of
agricultural technology supporting initiatives of public, private and voluntary sector
for improving the agricultural economy of the district and are linking the NARS with
extension system and farmers.

The mandate of KVK is Technology Assessment and Demonstration for

its Application and Capacity Development. To implement the mandate effectively, the
following activities are envisaged for each KVK:

1. On-farm testing to assess the location specificity of agricultural technologies under

various farming systems.

2. Frontline demonstrations to establish production potential of technologies on the

farmers’ fields.

3. Capacity development of farmers and extension personnel to update their

knowledge and skills on modern agricultural technologies.

4. To work as Knowledge and Resource Centre of agricultural technologies for

supporting initiatives of public, private and voluntary sector in improving the
agricultural economy of the district.

5. Provide farm advisories using ICT and other media means on varied subjects of
interest to farmers

In addition, KVKs produce quality technological products (seed, planting

material, bio-agents and livestock) and make it available to farmers, organize frontline
extension activities, identify and document selected farm innovations and converge
with ongoing schemes and programs within the mandate of KVK.

10 Dishant Jojit James, Ph. D. 2020

Statement of problem

Social media can be used effectively by the KVK scientists for developmental
activities in agriculture but there is a need to know the present status of KVK
scientists with respect to application of social media. When it comes to agricultural
development, scientists of Krishi Vigyan Kendras (Farm Science Centres in India)
may or may not have a good perception and knowledge regarding the social media.
Their perception level may vary according to their experience of working in their
respective organizations. A standardized scale was developed as part of the research
study, in order to analyse the perception of KVK scientists regarding social media.
This study helps in assessing the knowledge, analyzing the perception and knowing
the utilization level of social media by the KVK scientists for agricultural
development. The relationship between personal, socio-economic, psychological and
communication variables of KVK scientists with their knowledge, perception and
utilization level of social media has been studied. Hence, this study has been
undertaken with specific objectives as follows;

Objectives

1. To develop and standardize a scale to analyse the perception of KVK Scientists

regarding social media for agricultural development.

2. To assess the knowledge of KVK Scientists regarding selected social media.

3. To know the utilization pattern of social media by KVK Scientists for

agricultural development.

4. To study the relationship between the personal, socio-economic, psychological

and communication characteristics of KVK Scientists with their knowledge,
perception and utilization level of social media.

5. To document significant case studies on utilization of social media for

agricultural development by selected KVKs.

6. To document the constraints and suggestions of KVK Scientists for effective

use of social media for agricultural development.

Social media for Agricultural development: Perception of KVK scientists 11

Scope of the study

The agricultural scientists of Krishi Vigyan Kendras have to organise

trainings, communicate with farmers and resource persons and constantly upgrade
themselves with knowledge regarding latest agricultural technologies. Social media
supports the scientists in obtaining and sharing information and in keeping themselves
updated. The study will be of immense help to the KVK scientists, extension
personnel, planners and administrators to formulate and execute suitable strategies
regarding application of social media for agricultural development. Further, the results
also throw light on the problems faced by KVK scientists in using social media. The
study elicits suggestions for effective use of social media for agricultural development
as perceived by KVK scientists.

Limitations of the study

The investigation is purely academic and conducted by a student researcher

who had his own limitations of time and resources. The study is conducted in two
ATARI Zones (Zone X and Zone XI) which include five states and two union
territories of south India. As such, the findings cannot be generalized for other areas.
The findings are purely on the basis of perception and opinion of the KVK Scientists.
Hence, the correctness of the study depends on the honesty in providing the necessary
information. Moreover, since the findings were based on information provided by the
respondents, the results may not be free from individual bias and prejudices. In spite
of these, every effort was made to conduct the investigation systematically by
deliberately following all norms of the scientific research.

Presentation of the study

The thesis is presented in six chapters, beginning with introduction, which

covers importance, objectives, scope, statement of the problem, hypotheses and
limitations of the study. The second chapter deals with the review of literature which
concentrates on the past research conducted in the field of the present study. The third
chapter deals with the methodology followed in this research study including the
operationalization of the concepts, procedure to measure variables and the statistical
tools used for data analysis and presentation. The fourth chapter deals with the results

12 Dishant Jojit James, Ph. D. 2020

of the data presentation and discussion of the special features of the results and the
last chapter deals with the summary including implications and future scope for
research. The references and appendices are placed at the end.

Social media for Agricultural development: Perception of KVK scientists 13

 II. REVIEW OF LITERATURE

In order to develop a proper understanding of the research problem and to

develop a conceptual framework to conduct the study, it is very essential on the part
of the researcher to review the efforts made by earlier researchers. A systematic
review of the past literature helps the researcher to have a mental framework of their
research, provides comprehensive information on methods, procedures and forms the
basis for interpretation of findings. It guides the researcher throughout the
investigation period. The literature viewed for the purpose of study is organized and
presented under the following headings:

2.1. Personal, socio-economic, psychological and communication characteristics of

respondents using social media for agricultural development.

2.2. Knowledge regarding social media for agricultural development

2.3. Perception regarding social media for agricultural development.

2.4. Extent of utilization of social media for agricultural development.

2.5. Purpose of utilization of social media

2.6. Relationship between the personal, socio-economic, psychological and

communication characteristics of respondents with their knowledge, perception
and extent of utilization of social media.

2.7. Problems encountered in using social media for agricultural development.

2.8. Suggestions for effective usage of social media for agricultural development.

2.1. Personal, socio-economic, psychological and communication characteristics

of respondents using social media for agricultural development

2.1.1 Age

Tamara (2013), in his study on social media usage among Andrews University
alumni and their preferences for alumni communication, reported that among the
alumni using social media, most were over the age of 50. Only 2 per cent were 20-25,
4 per cent were 26- 29, 17 per cent were 30-39, 17 per cent were 40-49, whereas 22
per cent were 50-59, and 23 per cent were over 60.

Social media for Agricultural development: Perception of KVK scientists 14

 Aisar et al. (2015), in their study on awareness and usage of social media
among mass communication students of Kano state polytechnic, noted that the ages of
students using social media ranged from 18-24 (71.2%), 25-31 (18.6%) and 32-38
(10.2%).

Collins et al. (2016) mentioned that majority of participants identified as

belonging to age brackets of 21–29 years (39%) and 30–39 years (39%). Fourteen per
cent were aged between 40–49 years and 7% between 50–59 years, with just 1% aged
60 years or older and 0.4% (n = 2) aged 18–20. With the participants targeted as
active social media users, the fact that 78% of them represented the 21–39 age bracket
suggests that younger scientists may well rely more on social media channels.

Jyoti (2016) reported that majority of the respondents (73.33%) belonged to

the age group of 20-25 years, followed by less than 20 years (14%) and more than 25
years (12.67%).

Bite and Anand (2017) reported that 42 per cent of the farmers who used
social media were of the age group 30-40, followed by 20-30 (30%), 40-50 (25%) and
more than 50 (3%).

Dorcas et al. (2017) stated that 36.1 per cent of the employees using social
media were in the age group of 15-30 years followed by 31-45 years (41.4%), 46-65
years (12.6%) and 66 and above years (9.9%).

Joo et al. (2017) revealed that the respondents belonged to different age
groups namely, less than 25 (7.3%), 25–30 (37.9%), 31–40 (26.00%), 41–50 (18.1%)
and more than 51 (10.7%).

Vinay (2017) reported that 42 per cent of the input dealers using social media
were of middle age (36-50 years) followed by 40 per cent who belonged to old age
(above 50 years) and 18 per cent who belonged to young age (upto 35 years).

Arun (2018) depicted that three per cent of the respondents were up to 18
years old, 48.00 per cent respondents were 18-22 years old, followed by 22-26 years
(26.00%), 26-30 years (17.00%) and 30-34 years (6.00%).

15 Dishant Jojit James, Ph. D. 2020

 Ali and Muhammad (2018) conveyed that 9.8 per cent of the respondents were
of the age group 18-24, 48.8 per cent were in the age group of 25-34 years, followed
by 35-49 years (34.6%) and 50-65 years (5.9%).

Anil (2018) reported that 45.83 per cent of the respondents belonged to middle
age group, followed by young group (37.50%) and remaining 16.67 per cent belonged
to the group of old age.

Ayushi (2018) revealed that majority of the farmers (68.87%) were in the
middle age group (39-59 years), while 14.15 per cent of the farmers were below 39
years of age and remaining 16.98 per cent of farmers were aged above 59 years.

Noor et al. (2018) stated that majority of respondents (66.66 %) belonged to

the middle age group (36-50 years) followed by 21.11 per cent young category (up to
35 years) and 12.23 percent to old age group (50 and above). In nut shell vast majority
(87.77%) of respondents using social media belonged to productive age group with in
depth knowledge and experience of extension.

Rohan (2018) revealed that majority of KVK scientists (63.86%) belonged to

middle aged group, whereas one-fifth (19.80%) belonged to old age group and only
16.34 per cent belonged to young age group. Age was found to be negatively and
significantly correlated with ICT accessibility of KVK scientists at 0.05 probability
level.

Helani et al. (2019) noted that social media use was most concentrated among
those below the age of 35. In India, 29 per cent of the social media users were in the
age group of 15-25 while 15 per cent were in the age group of 26-35 and 9 per cent
were aged above 65.

Kumar et al. (2019) reported that Majority of farming youth (62.50%) were
observed in Adult Youth (29-35 years), followed by Middle Youth (27-28 years)
(20%) and Young Youth (18-26 years) (17.50%), respectively.

It can be concluded from the above reviews that majority of the respondents in
the various studies, who were using social media, were belonging to young or
medium age category.

Social media for Agricultural development: Perception of KVK scientists 16

2.1.2 Education

Tamara (2013) enunciated that the largest group responding held a bachelor’s
degree (46%), 38 per cent completed a Master’s degree, 8 per cent received a
Doctoral degree, while 2 per cent received an associate degree, and finally, 1 per cent
obtained a specialist degree. The top 5 disciplines were Bachelor of Science with 15
per cent, Bachelor of Arts with 13 per cent, Master of Divinity with 10 per cent,
Master of Arts with 8 per cent, and Bachelor of Business Administration at 5 per cent.

Ashok (2014) reported that maximum percentage (73.51%) of the respondents

were possessing Doctorate and 26.49 per cent had completed their Post-Graduation.

Collins et al. (2016) reported that more than half (54%) of survey respondents
held a Doctor of Philosophy (PhD) as their highest form of education. Most of the
remainder held a Masters (23%), Bachelors or Honors degree (13% and 6%,
respectively), with few holding lesser degrees of postgraduate Diploma, or high
school Certificate (2% and 1%, respectively).

Jyoti (2016) revealed that 50 per cent of respondents were undergraduates,

followed by post graduates (32.67%) and Ph.D. scholars (17.33%).

Bite and Anand (2017) mentioned that the farmers they interviewed were able
to operate mobile phones and social media on it. 44 per cent of the respondents had
secondary school education, thirty per cent had secondary schooling, 16 per cent were
graduates, 6 per cent were illiterates and 4 per cent of the farmers were post
graduates.

Dorcas et al. (2017) reported that there was no one with less than diploma
education. Approximately 0.9 per cent had diploma education, 5.4 per cent had degree
education level while 91.9 per cent of the respondents had postgraduate (masters and
above) education levels. This implies that all the respondents were well educated.

Vinay (2017) stressed that 60 per cent of the input dealers had graduation as
their qualification, followed by post-graduation (14%), intermediate (14%), high
school (10%) and middle school (2%).

17 Dishant Jojit James, Ph. D. 2020

 Ali and Muhammad (2018) reported that 0.5 per cent of the respondents had
middle school education, followed by high school (10.2%), intermediate (16.6%),
Bachelor’s (52.2%), post graduate (17.6%) and PhD (2%).

Anil (2018) concluded that 32.50 per cent of the respondents were higher
secondary passed, followed by matriculation (19.17%), graduates (18.33%), middle
school (16.67%), primary school (7.50%), illiterates (3.33%) and post graduates
(2.50%).

Ayushi (2018) reported that 33.02 per cent of the respondents had studied upto
high school followed by intermediate (26.42%), graduation (13.21%), middle school
(12.26%), primary school (3.77%) and post-graduation (1.89%). 9.43 per cent were
illiterate.

Noor et al. (2018) reported that equal percentage (36.67%) of the respondents
had done B.Sc. in Agriculture (which is minimum & essential qualification for
Agricultural Development Officer) and post-graduation (M.Sc. in Agri.) followed by
26.66 per cent who possessed Ph.D. while none of them had done post-doctorate.

Rohan (2018) indicated that a larger number (48.02%) of respondents were

educated upto Ph.D. with NET, while about one-fourth (26.73%) of them were
educated up to Ph.D., 16.34 per cent were educated up to Post Graduation with NET
and only 8.91 per cent were educated upto Post Graduation level.

Helani et al. (2019) reported that the respondents with less education and
those with lower incomes lagged behind in their use of social media.

Kumar et al. (2019) evidenced that of all the farming youth, 92.5 per cent
were literate and 7.5 per cent were illiterate. Further, the educational levels were
worked out and given in the ascending order as, 16.21 per cent, 37.82 per cent, 27.01
per cent, 13.51 per cent and 5.45 per cent for, an read and write only, high school,
intermediate, graduate and post graduate, respectively. Due to lack of education they
not seem to be interested in the social media usage in agriculture. So there is need to
improve the education level of the young generation.

Social media for Agricultural development: Perception of KVK scientists 18

 It can be seen that the social media users who were respondents in the above
studies possessed Masters to Doctoral degrees, and the respondents with less
education lagged behind in the use of social media.

2.1.3 Rural urban background

Raghava and Punna Rao (2014) found that a majority (54.00%) of the
extension personnel were from rural family background and the remaining 46.00 per
cent of them were from urban family background.

Raksha et al. (2015) reported that more than one-third (36.11%) of the
respondents belonged to urban area followed by less than one-third of the respondents
belonging to rural (32.78%) and semi-urban (31.11%) areas.

Adeel Afzal et al. (2016) reported that majority (83.20%) of the respondents
were from urban background whereas rest of the respondents (16.80%) belonged to
rural areas.

Vinay (2017) disclosed that 46 per cent of the respondents belonged to urban
background followed by rural background (32%) and semi-urban background (22%).

Arun (2018) reported that majority (79.00%) of the respondents were living
within the periphery of the village, while 21 per cent were living outside the boundary
of the village.

Noor et al. (2018) attributed that the background of sixty per cent of the
respondents was rural, followed by rural urban (26.66%) and urban (13.34%).

It can be observed from the reviews above that most of the respondents using
social media were from urban to semi-urban background.

2.1.4 Job experience

Ashok (2014) reported that majority (70.89%) of the respondents belonged to

medium level of experience (between five to 18 years), followed by high (19.02%)
and low experience (10.09%) categories.

19 Dishant Jojit James, Ph. D. 2020

 Darshan (2015) expressed that 42.50 per cent of the researchers had very high
level (more than 15 years) of work experience followed by 25.00 per cent who had
medium level (5-10 years), 22.50 per cent who had low level (up to 5 years), and ten
per cent who had high (10-15 years) level of work experience.

Dorcas et al. (2017) reported that most respondents had worked in their
current position between one and three years with a higher percentage (65.75%).
27.30 per cent of the respondents worked between 3 and 6 years. The lowest worked
duration reported was of 6 years and above where it recorded a percentage of 18.02.

Joo et al. (2017) conveyed that 48.6 per cent of the respondents had less than
one year of experience, followed by 2–3 years (40.1%), 4–5 years (6.8%) and more
than 5 years (4.5%).

Vinay (2017) reported that 44 per cent of the input dealers had low experience
of 5-15 years followed by high experience of 25-35 years (28%) and medium
experience of 15-25 years (28%).

Ali and Muhammad (2018) presented that 5.9 per cent of the respondents had
less than one year experience, followed by 1-3 years (7.3%), 4-6 years (13.2%), 7-9
years (19.5%), 10-15 years (29.8%), 16-20 years (9.3%) and above 20 years (14.1%).

Ayushi (2018) reported that majority (83.96%) of the respondents had

experience of 15 years or more, followed by 10-15 years (14.15%) and 5-10 years
(1.89%).

Noor et al. (2018) found that 31.12 per cent of the respondents had job
experience of less than five years followed by 6-10 years (28.88%), more than 15
years (23.33%) and 11-15 years (16.67%).

Rohan (2018) noted that about half of the respondents (49.50%) had high level
of experience while 36.63 per cent had medium level of experience and 13.87 per cent
had low level of experience.

Thus, it can be said that the respondents who were using social media in the
above studies had medium to high level of job experience.

Social media for Agricultural development: Perception of KVK scientists 20

2.1.5 Job satisfaction

Jitendra and Mini (2013) highlighted that satisfied employees have fewer
avoidable absences, while it certainly makes sense that dissatisfied employees are
more likely to miss work. Satisfied employees are less likely to quit or create a
deviant behaviour at the workplace, while dissatisfied employees creates an anti-
social kind of behaviour at the workplace including unionization attempts, substance
abuse, stealing at work, undue socializing and tardiness. Employee satisfaction is
greatly enhanced by democratic style of leadership. Democratic leaders promote
friendship, respect and warmth relationship among the employees. On the contrary,
employees working under authoritarian and dictatorial leaders express low level of
employee satisfaction.

Ashok (2014) reported that majority (81.73%) of the respondents had medium
degree of job satisfaction, followed by 11.19 per cent with high degree of job
satisfaction and 7.08 per cent with low degree of job satisfaction.

Samartha et al. (2014) revealed that 18.20 per cent of the employees were
highly satisfied with their job whereas 53.70 per cent were satisfied, 17.30 per cent
were neutral, 7.00 per cent were dissatisfied and 3.80 per cent were highly dissatisfied
in public sector. In private sector banks, 13.50 per cent of the employees were highly
satisfied, 60.20 per cent were satisfied, 15.90 per cent were neutral, 2.40 per cent were
dissatisfied and 8.00 per cent were highly dissatisfied.

Getahun (2016) reported that 41.80 per cent of the respondents were not at all
satisfied with their job, whereas 38.80 per cent of them were indifferent (neither
satisfied nor dissatisfied), and the remaining 19.40 per cent of them were satisfied
with their job. The independent variables, namely, work overload and income were
negatively and significantly associated with job satisfaction. The presence of fair
promotion policy (advancement) in the organization was positively and significantly
associated with the level of job satisfaction.

Naga and Satyavathi (2017) identified that 47.50 per cent of the respondents
were somewhat satisfied with their job, followed by satisfied (42.50%), not satisfied
(7.50%) and Very dissatisfied (2.50%).

21 Dishant Jojit James, Ph. D. 2020

 Rohan (2018) revealed that majority (73.76%) of the respondents possessed
medium level of job satisfaction followed by high (14.36%) and low (11.88%) level
of job satisfaction respectively.

Obabire et al. (2019) explained that majority (74.40%) of the respondents had
moderate level of job satisfaction, followed by high level of job satisfaction (14.00%)
and low level of job satisfaction (11.60%). The extension workers were satisfied with
20 out of 32 job satisfaction variables presented to them. These were qualification for
job with the mean of 4.35, job specialization (4.07), communicating recommended
practices (3.93), direction by supervisors (3.91), identifying farmers’ problems (3.84),
relationship among professionals and administrative staff (3.84) among others.
However, they were dissatisfied with their motivation (2.65), availability of
experimental land (2.95), quality of labour/technical help (2.86), sanctions (2.86),
financial support for self and family (2.74), rewarding system (2.70), budgeting
(2.65), and availability of labour/technical help (2.60), among others.

Kshatriya (2020) found that majority (57.63%) of the extension personnel had
medium level of job satisfaction, followed by 25.85 per cent who had low level of job
satisfaction and 16.53 per cent of the respondents who had high job satisfaction.

The reviews under the above subheading mention that the respondents using
social media had medium level of job satisfaction. Satisfied employees are less likely
to quit or create a deviant behaviour at the workplace.

2.1.6 Job performance

Ashok (2014) listed that majority (75.00%) of the respondents had medium
degree of job performance, 16.79 per cent had high degree of job performance and
8.21 per cent of the respondents had low degree of job performance.

Iskandar et al. (2014) concluded that the variables of job stress, motivation
and communication simultaneously affected the employees’ performance. They also
stated that both job stress and motivation variables respectively did not partially affect
the employees’ performance, while the communication variable had partial effect on
employees’ performance. This implies creating of policies to monitor and assess the

Social media for Agricultural development: Perception of KVK scientists 22

performance of employees or institutions and help supporting programmes to
encourage and boost employees’ performance.

Mojtaba et al. (2014) transpired that the role of organizational commitment

had significant impacts for a staff’s performance in their organization. They indicated
that the simultaneous effect of affective, continuance and normative commitments on
job performance of employees was significantly positive and those employees who
had strong commitment in all three dimensions could perform better. This implies that
organizations may acquire better performance results by absorbing employees for
affective commitment, increasing sunk costs for employees if they leave organization
for continuance commitment and increasing their obligation level for building
normative commitment.

Deotale (2017) found that 46.67 per cent of Agricultural Officers (AOs) and
43.33 per cent of Agricultural Assistants (AAs) were included in the medium job
performance category. This was followed by high job performance by AAs (40.56%)
and AOs (33.33%). Poor level of job performance was reported as 20.00 per cent
among AOs and 16.11 per cent among AAs.

Dorcas et al. (2017) reported that 33.8 per cent of the respondents had high job
performance, 37.3 per cent had medium job performance and 28.9 per cent of the
respondents had low job performance.

Shaju and Subhashini (2017) concluded that organizations often neglect the
impact of job satisfaction towards the gravity of employees’ job performance. They
explained how the multiple dimensions of job satisfaction were evaluated and further
correlated with the job performance of the employees among various groups of
respondents. It was observed that there was a strong correlation between the levels of
job satisfaction and of job performance of an employee, in both Supervisor and
Worker groups.

Jetsalid et al. (2019) reported that there was a significant positive association
between job-related knowledge of extension workers and their job performance. Job
satisfaction was also significantly associated with job performance. Role overload

23 Dishant Jojit James, Ph. D. 2020

affected job performance negatively when employees felt intensely over burdened by
the organisation causing performance to diminish.

Kshatriya (2020) concluded that more than half (58.47%) of the extension
personnel were having medium level of job performance whereas 23.73 per cent had
low and 17.80 per cent of them were categorized under high category of job
performance, respectively.

It can be derived that most of the respondents in the above reviews had
medium level of job satisfaction and that job satisfaction was also significantly
associated with job performance.

2.1.7 Achievement motivation

Berke (2014) mentioned that “achievement motivation”, the pivotal force

behind our ambitious actions in the academic, business and social life, is able to be
depicted as the organization of three units – behaviour, emotion and thought – in
terms of the evaluation of proficiency in those areas. Therefore, “achievement
motivation” is directly pertinent to “competence” appraisal. “Achievement goals” are
formed by two units – incentive predispositions and anticipations relevant to
capacities. They state that one’s conducts are not directly shaped by a person’s
motives and beliefs about his/her skills. The person who contemplates that he can
accomplish the task at hand due to having sufficient competence-based resources has
an approach tendency. But, the individual pondering that he cannot acquire the target
because of inadequate dexterities incline to avoidant pattern of action.

Prodhan and Afrad (2014) in their study on ‘Knowledge and perception of

extension workers towards ICT utilization’, revealed that 31.10 per cent of
respondents had low level of achievement motivation, whereas 45.60 per cent had
medium level of achievement motivation and the remaining 23.30 per cent had high
level of achievement motivation.

Gopika et al. (2015) indicated that half (50.00%) of the Assistant Horticulture
Officers were belonging to medium level of achievement motivation, whereas 30.00

Social media for Agricultural development: Perception of KVK scientists 24

and 20.00 per cent of them were belonging to high and low level of achievement
motivation, respectively.

Raksha et al. (2015) in their study on ‘E-readiness in agricultural extension

system’, stated that the motivational component of the e-readiness gives a good
picture that although respondents have low software literacy, their motivation to learn
and improve is high, which can be better utilized for agricultural extension activities.

Tanweer (2015) indicated that 37.00 per cent of the farm facilitators had low
achievement motivation, followed by 35.00 per cent and 28.00 per cent of farm
facilitators who had high and medium level of achievement motivation respectively.

Abdul (2016) indicated that around one third of the respondents (37.23%)
belonged to high level of achievement motivation, followed by medium level of
achievement motivation (34.44%) and low level of achievement motivation (28.33%).

Deotale (2017) noted that more than half (57.22%) of the respondents
belonged to above average achievement motivation category, followed by good
(30.00%) and below average (12.78%) categories.

Ghahraman et al. (2017) reported that there was a significant relationship

between employees’ achievement motivation and self-efficacy. Empowerment of
employees’ achievement motivation results in directing their behaviour and needs
toward valuable and certain objectives. Ones with high achievement motivation try to
improve their work and have high self-efficacy and confidence. They prefer personal
responsibilities and want to obviously know about their performance and output.

Ayushi (2018) observed that majority of farmers (75.47%) had medium level
of achievement motivation, while 21.70 per cent of farmers had high level of
achievement motivation and 2.83 per cent of farmers had low level of achievement
motivation.

Employees with high achievement motivation try to improve their work and
have high self-efficacy and confidence. The respondents in the above studies had
medium level of achievement motivation.

25 Dishant Jojit James, Ph. D. 2020

2.1.8 Innovative proneness

Ashok (2014) transpired that majority (68.66%) of the respondents had

medium degree of innovation proneness, 23.14 per cent had low degree of innovation
proneness and 8.20 per cent of the respondents had high degree of innovation
proneness.

Prodhan and Afrad (2014) in their study on ‘Knowledge and perception of

extension workers towards ICT utilization’, revealed that majority (55.60%) of the
respondents had high level of innovativeness, while 23.30 per cent had medium level
of innovativeness and 21.10 per cent had low level of innovativeness.

Preethi (2015) revealed that 60.00 per cent of farm youth had medium level of
innovative proneness, whereas, 22.00 per cent had low level and 18.00 per cent had
higher levels of innovative proneness.

Ayushi (2018) reported that majority (80.19%) of farmers who used social
media were having medium level of innovativeness while 17.92 per cent of farmers
had high level of innovativeness and 1.89 per cent of farmers had low level of
innovativeness. It can be concluded that majority of farmers were prone to change in
life by adopting various innovations.

Sidra et al. (2018) pointed out that employees’ thriving was positively related
to organizational support of innovation, which in turn was positively related to
innovative behaviour. In addition, moderated mediation results demonstrated that
employee external contacts strengthened the relationship between organizational
support of innovation and innovative behaviour, and enhanced the positive effects of
thriving.

Servet et al. (2020) tested employee innovative behaviours (IB) and creativity
as mediator and moderator, respectively, of the impact of high-performance work
practices (HPWPs) on sustainable competitive advantage (CA) and indicated that
HPWP indirectly predicted CA via IB. Also, creativity moderated the impact of
HPWPs on innovative behaviours positively and on competitive advantage negatively.

Social media for Agricultural development: Perception of KVK scientists 26

Employee innovative behaviours can generate substantial returns to service
organizations competing with quasi-homogeneous end-products.

From the aforesaid reviews, it can be concluded that majority of the

respondents were prone to change in life by adopting various innovations. Also, they
had medium level of innovative proneness.

2.1.9 Scientific orientation

Gopika et al. (2015) observed that a larger number (35.00%) of Assistant

Horticultural Officers were having medium level of scientific orientation, while 33.00
and 32.00 per cent of them were having low and high level of scientific orientation,
respectively.

Abdul (2016) reported that a larger proportion of (75.00%) had medium level
of scientific orientation, followed by high level of scientific orientation (13.89%) and
low level of scientific orientation (11.11%).

Nagaraj et al. (2018) revealed that 43.89 per cent of the respondents had
medium level of scientific orientation whereas, 31.67 and 24.44 per cent of them had
high and low level of scientific orientation, respectively.

Deepak (2019) has exhorted the scientific community to excel in agricultural

research and development and has condemned ideologues who are sold to vague ideas
of ‘naturalness’, ‘genetic pollution’, ‘playing with nature’, ‘natural food’ and even
‘spiritual agriculture’. According to him, all that they have to offer are homilies like –
‘internet-based lab-to-land, lab-to-lab, land-to-lab and land-to-land linkages’ as a
solution. The internet does not provide solutions, it only spreads them faster. The
Indian farmer is intelligent, whenever Science and Technology has and will provide
farmers with robust solutions to enhance crop productivity and save natural resources,
they will grab the developments and run with them.

Sandra (2019) mentioned that it is important to note the importance of the

construction of research protocols that present the step-by-step techniques of
organization and analysis of data, understanding that the researcher, when in
possession of collected data, must be sure that when they work respecting the chosen

27 Dishant Jojit James, Ph. D. 2020

technique, they will indicate the evidences of the study, with possibilities to achieve a
new knowledge with the minimum of bias that can happen. Thus, the importance of
emphasizing the scientific method as a way for the development of scientific research
in order to achieve the objectives set is understood, increasing the rigor of the
research to give visibility to information that enables conscious professional practices
and within criteria that contribute to decision making based on validated scientific
information.

The studies show that majority of the respondents had medium level of
scientific orientation, which would provide them with robust solutions to enhance
crop productivity and save natural resources.

2.1.10 Perceived work load

Abdul (2016) revealed that as many as 46.67 per cent of the respondents
perceived their work load as medium, followed by 31.66 per cent as high and only
21.67 per cent perceived it as low. It implies that the perception of workload by all the
teacher categories were medium to high. However, the teachers in the high work load
perception might be due to the dissatisfaction resulting from the assigned role,
overload assigned by the superiors.

Rahim et al. (2016) concluded that more than 80.00 per cent of the
respondents faced stress in their work. These results reassured that when there was an
increase in credit hours, the stress level also tended to increase. One of possible
explanations for this result is that stress level among biomedical science students may
be contributed by other factors such as personal problems and family problems.

Gönül and Tülay (2018) reported that the results of their study did not support
the expectation that perceived workload affects performance. This result is
understandable because perceived job insecurity seemed to be more problematic than
workload to the respondents of the study and thus their workload perception may be
diminished by the threat of dismissal. Although the workload of the employees is
high, to ensure that their jobs are secure with a steady income to support them and
their families, the employees may perform well.

Social media for Agricultural development: Perception of KVK scientists 28

 Peter et al. (2019) showed that perceived workload is associated with
increasing intention to leave the occupation and is mediated by employees'
satisfaction with work-life balance. Where organisational support is provided through
high involvement work practices (HIWPs), this can mitigate such intentions. These
aspects are within the control of those who manage this workforce and should be
central to human resource management strategies.

Henry et al. (2020) indicated that there was a significant positive relationship
between employees’ comparison of workload with those of colleagues and their
perception of workload balance. The positive relationship indicates that when
employees perceive a high level of fairness in workload among organisational
members, they tend to perceive the degree of workload balance as high in the
organisation and vice versa. Employee perception of workload balance influences job
satisfaction which means that, invariably, employee perception of workload is critical
to organisational productivity and turnover. For management to minimise the
problems associated with employee turnover and productivity, the need to prioritise
equitable job designs and workload management to minimize the discrepancies
between normal, low and high workloads becomes imperative.

The given reviews give an insight that although the workload of the employees
is medium to high, to ensure that their jobs are secure with a steady income to support
them and their families, the employees may perform well.

2.1.11 Job involvement

Mishra et al. (2011) observed that 16.39 per cent of the extension officers
were in the category of high job involvement and majority (78.69%) were found in
the medium job involvement category.

Nazir and Javid (2013) informed that majority of the respondents were of the
view that their jobs are major life interest to them. They felt happy after completing
some work. However, they found their jobs less interesting. Enhanced participation
will lead not only to better decisions but also will make the implementation of the
decisions easier and more effective due to the perception of the group members that it
is their decision. The employee, therefore, is very much personally affected by his/her

29 Dishant Jojit James, Ph. D. 2020

whole situation i.e. the work itself. The management has to allow employees to be
involved in all the decisions that affect their jobs. This will have a positive influence
on their morale, satisfaction level and subsequent service quality.

Rizwan et al. (2015) concluded that job involvement and career salience were
in negative correlation with each other which shows that if there will be careers
salience then employees will be less involved in their jobs. On the other hand, there
existed positive correlation between organizational performance and job involvement
which means that if employees will be involved in their jobs then their job
performance will be satisfactory and will be better for the overall organizational
performance of the organization.

Agusramadani and Lia (2018) reported that job involvement has a significant
influence on Turnover Intention of PT SCTV's employees. The greater the employees'
job involvement means the lower the employee intention turnover. When the
company provides an opportunity for its employees to help the needs (work) of the
company, psychologically, employees will feel involved directly assist the progress of
the company, in which the greatest achievement felt by employees makes a large,
psychological involvement of employees in the company. The important role of the
company in fulfilling the wishes of its employees for the progress of the company
should always be improved so that when employees feel needed by the company they
get satisfaction in themselves.

Deepanjana (2020) recorded that job involvement has been proven to increase
employee motivation, performance, and degree of satisfaction in the workplace. A
thorough understanding of the multiple facets of job involvement can help managers
better recognize their employees’ intrinsic psychological needs of growth,
appreciation, and security and foster their drive, creative instincts in problem-solving,
and ability to perform high quality work. In addressing involvement at all levels,
organizational leaders must carefully design jobs and nurture individuals’ locus of
control and work ethic while promoting a healthy psychological climate in which
employees are encouraged to reach ever more sophisticated heights. Employees with a
high level of job involvement are more likely to regard their work as interesting and
significant, and to loyally channel their efforts to help the organization attain its goals.

Social media for Agricultural development: Perception of KVK scientists 30

 It can be said that job involvement of the respondents has been proven to
increase their motivation, performance, and degree of satisfaction in the workplace.

2.1.12 e-readiness

Basavaprabhu and Dipak (2012) opined that the pre-requisite for incorporating
ICTs in agricultural development is e-ready extension scientists. The e-readiness of
extension service provider can take care of wide range of information needs of target
communities, thus transforming the “extension service provider” into an “e-ready
knowledge worker”.

Ashok (2014) reported that 81.05 per cent of ICAR-KVK professionals were
found to be e-ready followed by 80.47 per cent of SAU-KVK professionals and 75.87
per cent of NGO-KVK professionals who were found to be e-ready. In case of e-
readiness gap, maximum e-gap of 24.19 per cent was found in SAU-KVK
professionals followed by 19.52 per cent of NGO-KVK professionals and 18.95 per
cent of ICAR-KVK professionals. The overall e-Readiness of KVK functionaries
revealed that 79.13 per cent of the respondents were found to be e-ready and 20.87
with e-readiness gap.

Raksha et al. (2015) in their study on ‘e-Readiness of agricultural extension

personnel with the use of ICTs in agricultural extension system’, observed that
nativity, possession of smart gadgets, perceived attributes of ICTs and methods of
learning ICTs skills were positively correlated with the e-readiness of extension
personnel.

Jyoti (2016) presented that majority (85.33%) of the respondents possessed

smartphones, followed by laptop (74.00 %), desktop (18.00%), tablet (8.00%) and
iPhone (5.33%). This showed that students are gradually becoming digitally
advanced.

Arun (2018) reported that majority (97.00%) had personal mobile phones, 57
per cent of the respondents had two mobile phones at home, 44 per cent had personal
computer at home, 50 per cent owned laptops, 95 per cent used social media on smart

31 Dishant Jojit James, Ph. D. 2020

phones, 62 per cent had 4G network, 34 per cent had 3G network, 99 per cent had
prepaid internet service and 33 per cent had Wi-Fi connection at home.

Ayushi (2018) found that all the respondents owned television and mobile
phone whereas 50 per cent possessed a computer with internet and 4.72 per cent
owned a radio. Most of the farmers possessed computer with internet facilities which
indicates that awareness about importance, functioning and use of internet has
increased among farming community in recent times.

The above reviews mention that majority of the respondents in the studies had
high level of e-readiness. Possession of smart gadgets, perceived attributes of ICTs
and methods of learning ICTs skills were positively correlated with their e-readiness.

2.1.13 Organizational climate

Ashok (2014) revealed that majority (54.48%) of the respondents had medium
degree of organizational climate, 27.24 per cent had high degree of organizational
climate and 18.28 per cent of the respondents had low degree of organizational
climate.

Kadam et al. (2014) in their study on ‘Existing organizational climate in

Vasantrao Naik Marathwada Krishi Vidyapeeth’, found that 61.00 per cent of the
teachers were having medium level of organizational climate, followed by 20.00 per
cent in high level and 19.00 per cent in low level of organizational climate.

Ravi et al. (2014) in their study on ‘Correlates of perception about

organizational climate by teachers of ANGRAU’, found that majority (65.09%) of
teachers had medium level of perception towards organizational climate followed by
low (18.87%) and high (16.04%) level of perception.

Suandi et al. (2014) observed that a majority (79.00%) of officers at State

Education Department were in the moderate level of organisational climate, whereas
1.60 per cent respondents were at high level and 19.40 per cent of the respondents
were at low level of organizational climate.

Social media for Agricultural development: Perception of KVK scientists 32

 Abdul (2016) reported that less than half of the respondents (45.56%)
belonged to medium level of organizational climate, followed by high level of
organizational climate (28.33%) and low level of organizational climate (26.11%).
The staff should have more favourable perception about their organization climate.
The supervisors should give positive freedom to the subordinates to make decisions
and solve their problems at each step of the work.

It can be clearly concluded from the aforesaid reviews that majority of the
respondents of the studies conducted possessed medium level of organizational
climate.

2.1.14 Competition orientation

Ana and George (2013) opined that students with strong, well-formed
personalities found that competition is motivating, giving responsibility to students,
helping students become mature through acquiring life experience; allowing a better
self-understanding, by increasing self-esteem; stimulating students’ effort and
productivity; promoting higher standards and aspirations; cultivating motivation for
self-actualization, by competing with himself; finally, students will assess themselves
in a realistic manner, developing critical thinking. But a competition taken to the
extreme may expand outside the school (for example in friendly sport contests) and
creates antipathies; in addition, it affects self-confidence, damages some friendly
relations already formed, deteriorates collegial relations, cultivates tendency to cheat
in order to be noticed; leads to violence and conflicts, causes marginalization of shy
students; allows the formation of subgroups, the so-called gangs within the school
group.

Darja and Bojan (2015) stated that in terms of competitive behaviour, intrinsic
motivation is linked more with personal development of competitive attitude, whereas
extrinsic motivation is connected more with hypercompetitive attitude. Consequently
the motivation for education is also different: instead of being driven by intrinsic
motives (interest in study themes, satisfaction coming from academic achievements),
an individual acts according to extrinsic motives (pressure from authorities,
expectations related to future employment etc.). Intrinsic motivation for a certain
activity is higher when an individual freely chooses the activity, when he or she

33 Dishant Jojit James, Ph. D. 2020

performs it well and when he or she feels connected to significant others while
performing it.

Saied et al. (2015) reported that ministry of science, research, and technology
or university affiliated research institutions compared with private institutions
considered the threat of substituted products as a competitive factor. The researchers
and research managers who had high education degrees felt better the effect of the
threat of competitive rivalry among existing firms and substituting products than
those who had a lower university degree. Researchers and research managers who had
work experience more than a few of their less experienced colleagues believed that
having unique facilities and processes of implementing research could be effective in
increasing competitiveness in research institutions.

Building work relationship with individuals or institutions who possibly

applied for research products or services, and limited access to information or raw
materials as an entry barrier to new entrants were considered less essential for
increasing the competitiveness of research institutions by affiliated institutions on
comparison with other organizations or institutions (ibid).

Abdul (2016) noticed that a large number of respondents (71.67%) had

medium level of competition orientation, followed by high level of competition
orientation (17.77%) and low level of competition orientation (10.56%). Availability
of competition causes the progress of staff in any organization; so the authorities
should create the competition environment among the staff to achieve the goal.

Liāna et al. (2018) reported that the competitiveness of a higher education

institution is influenced by internal factors, which are formed by the internal
environment of a higher education institution - material, financial, personnel,
infrastructure and other internal resources, and external factors formed by the external
micro-environment (students, society as a whole) and the macro environment
influenced by national policies (social, political, economic, legal, scientific and
technical factors).

Okoro et al. (2018) depicted that conflict handling styles and organisational
types remarkably influenced employees’ level of competitiveness with the forcing

Social media for Agricultural development: Perception of KVK scientists 34

style of conflicting handling style being the most outstanding style influencing
competiveness followed by problem solving, avoiding, compromising and yielding
respectively. Also employees in the public sector were shown to be higher in
competitiveness than those in the private sector. It was recommended that employers
both in the public and private sectors should find a way of repressing dangerous
competitive drive among employees in the workplace. They should lay more
emphasis on educating employees on healthy aspect of competitiveness by providing
a level playing ground for employees.

The reviews state that majority of the respondents had medium level of
competition orientation, which provides a better self-understanding by increasing self-
esteem, stimulating effort and productivity, promoting higher standards and
aspirations and cultivating motivation for self-actualization.

2.1.15 Awards/ recognition received

Hart (2011) inferred that employee recognition programs could be a key factor
in employees feeling their work input and outcome is equitable. These programs can
include appreciation of employees who have consistently focused on work duties,
instead of connecting to social media to distract them. Performance based recognition
would reinforce the concept of equity because employee input of resisting social
media and staying focused on work would receive the outcome of being recognized,
thus supplying balance in terms of equity. Performance based recognition gives
intrinsic reward as it acknowledges the journey of the work, not just the destination.

When the “journey of the work” is reinforced, the use of social media could be
reduced because it does not fit in with the commitment employees should make
toward work goals. Employee recognition can be done at meetings, through use of
employee of the month programs, or organizational newsletters. Holistic approaches
to recognition are designed to build good employee relationships and can influence
the overall success of recognition programs (ibid).

George and Kirk (2013) opined that the post-prize productivity impact of
winning a prestigious award could be substantial, affecting both the quantity and type
of research the winners produce. Many Fields Medalists took Hermann Weyl’s words

35 Dishant Jojit James, Ph. D. 2020

to heart and “carried on as they began.” This, however, was not the typical outcome.
The data instead revealed that the increased opportunities provided by the Fields
Medal, in fact, discouraged the recipients from continuing to produce the pure
mathematics that the medal was awarded for, even while encouraging time consuming
investments in ever more distant locations in the space of ideas.

Randell (2014) reported implicitly that when good performance is observed

and then rewarded, the chances of it being repeated are increased, while poor
performance is discouraged or even punished to decrease the chance of it happening
again. The reward should reflect the organizational objectives and the fair
contribution of employee individual efforts to achieve high performance.

Abdul (2016) reported that a greater percentage (59.44%) of the respondents

belonged to low level of receiving awards/recognition, followed by medium level
(21.11%) and high level of receiving award/recognition (19.45%) respectively.

Getahun (2016) inferred that the presence of fair promotion policy

(advancement) in the organization has positively and significantly associated with the
level of job satisfaction of the respondents. This implies that a better and fairer
promotion policy can be a driving force for positive job satisfaction. In the finding, it
was noted that regular promotion of agricultural extension workers implies increased
motivation to carry out the appropriate tasks more accurately, which was a driving
force to improving performance in their agricultural extension work.

Kipsegerwo et al. (2016) implied that there was a significant association

between reward system and employee productivity. That is, reward systems through
monetary and non-monetary bonuses like vacations or a simple thank–you,
compensation, benefits such as car loans, medical covers, club membership, ample
office space, parking slots and company cars and recognition and appreciations
motivated employees and improved the employee morale which in turn led to
increased volume of sales, customer retention and quality output, thus, improved
productivity.

Naga and Satyavathi (2017) reported that 37.50 per cent of the respondents
mentioned that fun activities in the workplace motivated them to do their best work,

Social media for Agricultural development: Perception of KVK scientists 36

followed by facilities provided (25.00%), rewards (18.75%) and career development
classes (18.75%).

Jichao et al. (2020) compared the average impact of papers published by the
laureates in each of the 4 years before and after winning the Nobel Prize and found
that the average impact per paper shows a significant drop in the 2 years following the
Nobel Prize. The effect is most significant in the year immediately after, where
impact dropped by 11.1% on average compared with the year before. Furthermore,
the effect is not permanent, with impact quickly bouncing back by year 4 to a similar
level to that of the year of the Nobel Prize. The ‘Nobel dip’ is most pronounced for
physics laureates, as the impacts of their papers were reduced by 18.1%, compared
with 4.8% for chemistry and 13.4% for medicine. Interestingly, in contrast with the
common perception of decreased productivity following the Nobel Prize, possibly
because of ‘the disruptive consequences of abrupt upward social mobility’, it was
found that the average number of papers by the laureates showed no significant
change, indicating that the uncovered Nobel dip mainly pertains to impact rather than
productivity.

The aforesaid studies state that the respondents had received less number of
awards or low recognition. It is necessary to duly award the deserving employees and
provide them the recognition they deserve as the studies imply that a better and fairer
promotion policy can be a driving force for positive job satisfaction.

2.1.16 Abroad exposure

According to Twombly et al. (2013), students who have studied abroad are
more globally aware and academically driven and they use social media to a greater
extent. Those who study abroad value intercultural interaction as part of their college
education. Students who express interest in improving their understanding of other
cultures and countries are twice as likely to study abroad as those who do not.

Sarah (2013) asked the respondents whether they utilized social media while
abroad, like uploading a picture to Facebook while in a museum or sending a tweet or
a text message while sightseeing. The majority (78.00%) of the survey respondents
said they did not have access to the Internet and/or social media while on the go.

37 Dishant Jojit James, Ph. D. 2020

However, 22 per cent did utilize social media while walking around a city abroad.
Majority (73.00%) of the survey respondents said they used social media for less than
30 minutes a day when they were abroad, while 13 per cent said they used it one to
less than two hours a day, followed by 11 per cent for 30 to less than 60 minutes a
day, and 3 per cent for two to less than four hours a day.

Abdul (2016) reported that a greater number of respondents (72.78%) had low
level of exposure to other countries, followed by high level (15.00%) and medium
level (12.22%) of abroad exposure. Abroad educational tour and globalization
communication is very necessary for gaining knowledge, culture and information.

Muhammad et al. (2020) expressed that during foreign assignments,

expatriates encounter several difficulties and issues. One of the problems is work-
style differences. Working in a diverse environment with people of different cultures
will create these hurdles because of differences in norms, ethics, and values in the
working environment. There are language barriers and cultural differences also.
Language issues are confronted when they interact with the local people of foreign
countries. Culture is a very sensitive topic in every country, so the employees have to
be very careful regarding the culture of whichever country they visit. The world is
globalizing; individuals are living and working globally in diverse cultural
environments from their homelands. Therefore, cross-cultural training intends to
make expatriates feel confident in foreign assignments. In addition, this training will
improve their adjustment and increase their knowledge and appreciation from
different points of view.

It can be noticed from the above reviews that the respondents in the studies
conducted had low abroad exposure but those who had been to foreign countries had
better knowledge and favourable attitude regarding social media.

2.1.17 Field activities conducted

Rashmi et al. (2015) conducted field surveys of 48 KVKs in five States viz.
Rajasthan, Madhya Pradesh, Maharashtra, Tamil Nadu and Arunachal Pradesh and
reported that out of the total number of 1812 technologies transferred, 1165 were
related to agriculture, 383 to horticulture, 138 to animal science, 89 to home science

Social media for Agricultural development: Perception of KVK scientists 38

and 37 to fisheries. On an average, each KVK trained about 100 persons annually
through their entrepreneurship development programmes. KVKs under ICAR and
NGOs had trained more persons. But coverage of females was more in case of NGOs
and SAUs.

Amrish et al. (2017) showed that after standardization and refinement of Pusa
1121 rice variety procured from IARI, New Delhi, KVK Kathua had engaged in
popularisation of the variety through FLDs and trainings. The economics of
introducing the intervention had resulted in additional income amounting to rupees
2416.64 lakhs till the year 2015 through enhancement of area under Pusa-1121.

Mutturaj (2017) revealed that 45.00 per cent of the beneficiary farmers
belonged to high categories of knowledge, adoption, yield improvement, economic
improvement and social recognition after the conduct of Front Line Demonstrations
(FLDs). The front line demonstrations had made significant impact on cropping
intensity from single crop to double crop. The yield of crops like Sugarcane,
Turmeric, Soybean increased by about 10.00, 11.66 and 9.16 per cent respectively.
The results on relationship between overall impact of FLDs with the personal socio-
psychological characteristic of the beneficiary farmers, indicated that there was
positive and significant relationship with their education, family type, innovativeness,
cosmopoliteness, economic motivation, risk orientation, achievement motivation,
management orientation and information seeking behaviour and the independent
variables had 69.58 per cent contribution towards the overall impact of FLDs.

Savita and Lalita (2017) reported that majority of the trained respondents
(55.00%) had medium to high level of adoption of different agricultural production
practices disseminated by KVKs, including preparatory cultivation, seed and spacing,
cropping pattern and crop rotation, fertilizer management, irrigation management,
weed management, plant protection and harvest and post-harvest operations. It was
concluded that the vocational training, front line demonstrations and on-farm testing,
conducted by the scientists of Krishi Vigyan Kendra, motivated the farmers to adopt
improved technologies.

Abhishek et al. (2018) noted that maximum numbers of respondents (69.07%)

were found to possess medium level of overall knowledge about Front-Line

39 Dishant Jojit James, Ph. D. 2020

Demonstration whereas majority (65.23%) of the respondents were having medium
overall adoption level of Front-Line Demonstration respectively.

2.1.18 Mass media utilization

Halasangi and Swamy (2012) found that almost an equal number of the
extension personnel were having medium (35.94%) and high (34.37%) level of mass
media exposure and the remaining 29.69 per cent of the respondents had low level of
mass media exposure.

Ashok (2014) reported that majority (57.47%) of the respondents had medium
degree of mass media exposure, 29.85 per cent had high degree of mass media
exposure and 12.68 per cent of the respondents had low degree of mass media
exposure.

Tanweer (2015) conveyed that about 46.00 per cent of farm facilitators had
medium mass media participation, followed by 31.00 per cent who had low mass
media participation and 23.00 per cent who had high mass media participation.

Abdul (2016) indicated that more than half (57.78 %) of the respondents in
belonged to medium level of mass media participation, followed by high level of mass
media participation (22.22 %) and low level of mass media participation (20.00 %).
Similar trend was observed with all categories of teachers. Greater exposure of an
individual to mass media helps in knowing new ideas, different methods and
techniques of approaching problems, proper utilization of natural resources including
human talents for self-development as well as to develop the community at large.
Acquisition of such practical knowledge on various aspects of problems in life
develops confidence in the individuals, which in turn induce them to do their best in
the assigned job.

Jyoti (2016) reported that majority (76.00%) of the respondents had medium
level of mass media utilization, followed by low (14.00%) and high (10.00%) levels
of mass media utilization. This indicates that mass media is gaining importance
amongst members of the society and people are using it for variety of purposes.

Social media for Agricultural development: Perception of KVK scientists 40

 Anil (2018) enunciated that the respondents were frequently exposed to
television (92.50%), followed by mobiles (91.67%), newspaper (74.17%), internet
(59.17%), radio (35.00%), magazines (20.83%) and leaflets/folders (5.00%).

The reviews mentioned give an idea that majority of the respondents had
medium level of mass media utilization. Greater exposure of an individual to mass
media helps in knowing new ideas and also different methods and techniques of
approaching problems.

2.1.19 Trainings received

Herder (2009) concluded that training which involves various media would
help employees fully comprehend the input to outcome balance. Because people learn
differently, using a variety of media for training would help ensure that everyone
understands the issue. Role playing scenarios, addressing a variety of social media
misuse, could help employees experience the problem of reduced employee input. For
the results of training to be effective, the training must be ongoing because delivering
a training session once to employees certainly could provide some results to
managers; however, it could be more effective if organizations facilitate educational
opportunities frequently to engage employees with policy and social media issues.
Training about social media could be instrumental for managers to educate employees
to engage with social networking activities in a responsible manner, and to respect the
values and mission of the enterprise.

Sherman (2009) stressed that training programs can be essential in educating

employees on the excessive use of social media for personal use in the workplace.
During training programs, employees should be learning about organizational social
media policies and the employees’ responsibility in complying with these policies.
During training, the concept of equity theory and job input and outcome balance
should be stressed. It would be important to connect excessive use of accessing social
media with reduction in work input that would lead to employees experiencing
reduced outcomes. In order for training to be effective, it should be engaging and
inclusive of all personnel. Moreover, training should use a variety of media, and be
repeated at regular intervals. To achieve engagement, training should be done in an
interactive manner. During this time, employees could learn that although social

41 Dishant Jojit James, Ph. D. 2020

media is a valuable medium of communication, excessive use can interfere with job
performance or safety issues.

Kharde et al. (2014) revealed that more than half (51.66%) of the agricultural
scientists expressed high level of training needs, while 33.34 per cent expressed
medium level of training requirement and only 15.00 per cent of had low level of
training needs.

Abdul (2016) depicted that a greater number of (58.33 %) respondents in

pooled situation belonged to medium level of training received, followed by low level
of training received (36.67 %) and high level of training received (5.00 %). The
respondents, viz. Assistant Professor and Associate Professors, suggested that they
needed to receive winter/summer school training programmes.

Murai (2016) found that more than half (59.00%) of the respondents were
having medium level of training, followed by 30.00 per cent who had low level of
training and 11.00 per cent of the respondents who had high level of training.

Bhattacharjee and Saravanan (2018) reported that since the technology and
concept of social media is of recent origin, most of the respondents in the global
survey said that they require training in social media usage in the areas of integration
of different types of social media (77.6%), technicalities of social media (66.0%),
content creation (60.3%) and use of social media in general (43.6%) to help them
handle social media effectively. Through proper and stakeholder oriented training in
social media, effective agricultural communication can be done through social media.

Noor et al. (2018) reported that majority (60%) of the respondents had not
received any specialized training regarding ICTs or social media whereas 40 per cent
of them received specialized training on ICTs.

Gond et al. (2019) evidenced that among the training programmes aimed at
enhancing skills of the staff at KVK libraries, major emphasis was given to
behavioural training related to customer service (56.6%), updating of awareness to
technological advancement (22.2%), skill development in reference to latest library
equipment/software (16.6%), and others (5.6%).

Social media for Agricultural development: Perception of KVK scientists 42

2.1.20 Number of publications

Anil et al. (2013) identified a list of 210 journals falling within the scope of
agricultural science and citations to these publications were downloaded for the
period 1993-2012. A total of 284,103 publications and 2,988,275 citations received to
these publications were transferred to spread sheet application and analysed. The
highest numbers of publications 22,788 were published in 2011. The highest number
of citations 205,098 were received in 2002. An average 6.55% annual growth of
publications was observed. It was observed that Europe is the most productive
continent with 114,504 publications and 1,476,455 citations followed by North
America with 89,881 publications and 1,241,421 citations and Asia with 83,454
publications and 610,791 citations.

Harish and Garg (2014) analysed 3530 research papers published during 2008-
2010. The highest number of papers were published on rice crop followed by wheat.
State Agriculture Universities (SAUs)/agricultural colleges produced 2528 (71.60%)
of the papers. The share of institutions under the aegis of Indian Council of
Agricultural Research (ICAR) was 639 (18.00%). Thus, these two performing sectors
published about 90% of the total output in crop science research. Remaining 10% of
the output came from other institutions under the aegis of other central/state
government agencies as well as private institutions. Papers published by Indian crop
science researchers appeared in 200 journals which were published from different
parts of the globe. Of these, 97 journals were published from India and the rest 103
were published from 20 different countries from abroad.

Abdul (2016) indicated that as many as 44.44 per cent of respondents

belonged to medium number of publications, followed by low number level (35.00%)
and high number levels (20.56%). Writing scientific works such as books, research
papers, research notes, articles abstracts etc. is one of duties of teachers and scientists.
The number of publications should be one of the important criteria of promotions.

Savita and Bankapur (2017) extracted a total of 85,22,252 articles on world

agricultural literature for the period 1930 to 2016. The retrieved records were
examined, classified, and analysed. USA stood first with 549744 articles (6.603%)
followed by South Africa with 297629(3.574%), China with 295402(3.545%) and

43 Dishant Jojit James, Ph. D. 2020

India with 196738(2.363%) articles. The maximum world contribution is observed
during 2015 (366329 publications). The growth of publication passes through four
stages. In the preliminary period i.e. first stage of growth in which the absolute
increment in the growth of publications less but growth rate is increasing. During
second stage the growth is exponential, while during the third stage annual increments
remains same and growth rate decreases, during the final stage both annual increment
rate and growth rate tend towards zero. It is evident from the study that research in the
field of global agriculture has increased over a period of time.

Suresh and Thanuskodi (2019) disclosed that there were a total of 1095
publications in Web of Science (WOS) during the period 1989-2018 for ICAR-IIHR.
Out of these, 987 were journal articles (90.14%), followed by 43 research notes
(3.93%), 16 editorial materials (1.46%), 16 reviews (1.46%), 15 news item (1.37%)
and 10 meeting abstracts (0.91%).

2.1.21 Participation in seminars/ conferences

Hussin (2013) mentioned that there are many reasons for scientists to attend
academic conferences, including academic holiday, networking, meeting the keynote
speakers for advice, to create connections with researchers of similar interests, to
enjoy the extra-curricular conference program, etc. The joy of attending conferences
brings with it improvement and incremental growth in our approach to do things, in
the broader manner to see things, and the beauty to live international diversity.

Abdul (2016) attributed that as many as 47.22 per cent of the respondents had
low level of participation in seminars/conferences, followed by medium level
(32.22%) and high level of participation in seminars/conferences (20.56%).
Participation in seminars/conferences gives the chance to improve knowledge and
information which is very necessary for job performance.

Pragya (2017) reported that the purpose of seeking information by 52.04 per
cent of the Agricultural scientists was for participating in seminars /conferences.
Majority (73.61%) of the respondents used the workshops and seminar/ conference
proceedings as source for obtaining specific information on various topics and 76.21
per cent use them for getting up to date information.

Social media for Agricultural development: Perception of KVK scientists 44

 Samantha et al. (2017) distributed online surveys to delegates of the third and
fourth International Marine Conservation Congresses (IMCCs), and obtained
feedback including that the congresses provided useful new information that aided in:
their research (58.00%), in-the-field conservation (29.00%), conservation
communication (46.00%) conservation and management policy making (45.00%).
They also reported gaining new techniques (56.00%), skills (64.00%) and novel ideas
(70.00%) to further their research/careers. Nearly all (91.00%) gained new contacts
that improved their research, in-the-field conservation, science communication, and/or
conservation policy making. Two thirds (64.00%) gained ideas, contacts, and/or
lessons could lead to publications. Over a third (39.00%) gained new ideas, contacts
and/or lessons that led to grant proposals, and 36% gained contacts that led to
funding. A conference is not just an avenue for a scientist to present their research to
the wider community, but it can be an important venue for brainstorming, networking
and making vital connections that can lead to new initiatives, papers and funding, in a
way that virtual, online meetings cannot.

2.2 Knowledge regarding social media

Bahgat and Antar (2007) revealed that 49.00 per cent of extension personnel
had high level of knowledge on ICTs while 43.80 and 8.20 per cent of them were
having medium and low level of knowledge on ICTs, respectively.

Agwu et al. (2008) in their study on ‘Use of Information Communication

Technologies (ICTs) among researchers, extension workers and farmers in Abia and
Enugu States: Implications for a National Agricultural Extension Policy on ICTs’,
reported that majority (57.50%) of extension workers had moderate knowledge level
on ICT tools.

Ndag et al. (2008) in their study on ‘Comparative analysis of information and

communication technology (ICT) use by agricultural extension workers in South-
West and North-Central Nigeria’, observed that 51.17 and 55.71 per cent of the
respondents had knowledge on ICT tools in North-Central and South-West Nigeria,
respectively.

45 Dishant Jojit James, Ph. D. 2020

 Meera et al. (2010) reported that majority (55.00%) of public extension
functionaries in Tamil Nadu were regularly updating their knowledge on agricultural
technologies using modern ICT tools.

Naik et al. (2011) found that half of the Agricultural Assistants (50.00%) had
high level of knowledge regarding audio-visual aids, whereas 26.60 and 23.40 per
cent of the Agricultural Assistants had medium and low level of knowledge,
respectively.

Nagalakshmi and Swamy (2011) observed that majority (58.83%) of the

extension personnel had medium level of knowledge about ICTs, whereas 11.76 per
cent of the extension personnel had low level of knowledge and 29.41 per cent of
them had high level of knowledge about ICTs.

Ajayi et al. (2013) revealed that half of the extension agents (50.00%) had
high knowledge on ICT use, while 14.00 per cent of the extension agents had
moderate level of knowledge on ICT use and 36.00 per cent of them had low level of
knowledge on ICT use.

Woreta et al. (2013) reported that more than half of the extension agents
(51.00%) had ICT knowledge.

Yakubu et al. (2013) observed that all the extension agents (100.00%) had
knowledge of radio, television and telephone as ICT tools. Majority had knowledge of
DVDs (99.10%), camera (98.60%), video (98.20%), computer (96.40%), printer
(95.90%) and the Web (93.20%).

Bansode and Narfide (2014) revealed that majority (76.92%) of the extension
personnel had more knowledge on electronic information resources, whereas 23.08
per cent of respondents had less knowledge and there were no respondents with
possessing zero knowledge.

Raghava and Punna (2014) reported that majority (63.00%) of the farm
scientists possessed medium level of knowledge about ICTs, whereas 22.00 per cent
of them had high level of knowledge and 15.00 per cent of respondents possessed low
level of knowledge about ICTs.

Social media for Agricultural development: Perception of KVK scientists 46

 Kannappanavar and Madhu (2015) reported that majority of the scientists
(71.42%) had knowledge on Krishikosh institutional repository and were using it to
access the electronic information.

Sulaiman et al. (2015) revealed that majority of the extension agents had good
knowledge of radio (95.70%), television (94.30%) and mobile phones (91.40%).
More than half of the extension agents had knowledge of Internet (67.10%), web
browser (64.30%), computer (64.30%), storage devices (58.60%), electronic mail
(58.60%), and search engines (55.70%). Meanwhile, less than half of the respondents
had knowledge of e-library (41.40%), computer peripherals (37.10%) and computer
software (31.40%).

Aisar et al. (2015) revealed that, out of 111 respondents of the study, majority
(98.2%) knew about social media while only 1.8 per cent didn’t have knowledge
regarding social media. 94.6 per cent of them were aware of Facebook, 84.7 per cent
were aware of WhatsApp, and 73 per cent were aware of Google+. This implies that
Facebook and WhatsApp were the most popular while LinkedIn and MySpace were
the least popular among the respondents.

Nagaraja et al. (2016) reported that majority (87.16%) of the student teachers
were aware of Facebook, followed by WhatsApp (84.46%), Twitter (77.70%),
YouTube (68.24%), Blog (56.08%), Instagram (45.94%), SlideShare (43.24%),
LinkedIn (29.73%), Pinterest (26.35%), Tumblr (20.94%), and ResearchGate
(14.86%).

Rashmi and Sapna (2016) conveyed that 100% of respondents were aware of
social media being used in corporate sector. This concurrence of whole proportion of
the respondents established the extensive use of social media in organizations. As per
their analysis, 73.00 per cent of the respondents’ organizations had multiple
employees to handle social media. 27.00 per cent of the respondent’s organizations
had their own team of dedicated employees to represent social media platform. It
shows that maximum organizations were giving social media responsibility to all their
departments.

47 Dishant Jojit James, Ph. D. 2020

 Vinay (2017) reported that most of the respondents were aware of social
media but there was no significant difference in their knowledge regarding production
technologies of major input products before and after the intervention of social media.

Anil (2018) reported that majority (58.33%) of the respondents were fully
aware about WhatsApp, followed by Facebook (45.83%), YouTube (41.67%) and
Twitter (15.00%).

Ayushi (2018) identified that majority (85.85%) of farmers had knowledge

about social media and its benefits while 14.15 per cent of farmers had no knowledge
about social media and its benefits in providing agricultural information.

Kiran (2018) reported that farmers were well aware about the use of
WhatsApp (100%) and Facebook (100%). But still the other forms of social media
remain untapped and farmers have lesser knowledge regarding these social media,
like YouTube (55%), Twitter (45%), Instagram (30%), LinkedIn (23%) and Pinterest
(2%). By using all the forms of social media, farmers will be in position to advertise
their fresh fruits and vegetables globally at competitive price.

It can be concluded from the aforementioned reviews that majority of

respondents in the studies conducted had medium to high level of knowledge
regarding ICTs and social media.

2.3 Perception regarding social media for agricultural development

Sylvia et al. (2013), in their study on user perceptions of social media,

explained that specifically, for social networking sites, openness was the most evident
perceived characteristics, followed by commonality, conversationality, participation,
and connectedness. For blogs, openness has the highest mean score, followed by
participation, commonality, connectedness, and conversationality. For wikis,
openness was perceived to be the strongest characteristic, followed by connectedness,
participation, commonality, and conversationality. For forums/online message
boards, openness was the most evident dimension, followed by conversationality,
commonality, participation, and connectedness. For content communities, openness
had the highest mean score, followed by connectedness, participation, commonality,

Social media for Agricultural development: Perception of KVK scientists 48

and conversationality. Finally, for micro-blogging, openness was again perceived to
be the strongest characteristic, followed by connectedness, conversationality,
participation, and commonality.

Newbury et al. (2014) conducted a study on extension educators in New York

State and revealed that social media has potential benefit for usage in agricultural
extension service delivery on various parameters that the study took into
consideration. The researchers concluded that out of the parameters put on a scale of
one, none was less than 0.5, indicating a positive perception of social media utilisation
potential in agricultural extension service delivery. The degree of benefit of using
social media in extension education as perceived by the respondents varied for
different parameters like speed of communication (0.9), connectedness (0.83), public
relations (0.73), community building (0.7), media and publicity (0.68), effectiveness
(0.63), trendiness (0.6) and good use of time (0.5).

Adesope and Ogan-Charles (2015) conducted a study in which the respondents

agreed that social media improves their communication skills (mean = 3.44; S.D =
0.49), enables them to share and exchange ideas/ views (mean = 3.44; S.D= 0.49),
fosters discussion in classroom (mean= 3.46; S.D= 0.51), creates meaningful dialogue
(mean= 3.50; S.D= 0.50), brings about new ways of researching and learning (mean =
3.53; S.D = 0.49), and brings people from all walks of life together (mean= 3.49;
S.D= 0.50).Respondents agreed that collaboration in classroom had improved with
social media (mean = 3.52; S.D= 0.52). Also, social confidence amongst students had
improved greatly with social networking platforms (mean = 3.53; S.D =0.50).
Respondents agreed that social networking had helped them to connect with old
friends and relatives (3.54; S.D = 0.49).

Anand et al. (2015) perused that all the NGOs that took part in the study found
collaboration to be an important characteristic of social media. Connecting,
networking and interaction were also characterised as important features of social
media. Some NGOs were aware of the concept of International Cooperation 2.0 (or
Development 2.0) when thinking of what social media could mean for them. One of
the organisations particularly identified communication via mobile phone part of the
definition of social media.

49 Dishant Jojit James, Ph. D. 2020

 Harneet (2016) reported that majority (88.00%) of the respondents perceived
that social media was a successful medium for promoting agribusiness while twelve
per cent of the respondents felt that it was not a successful medium for promoting
agribusiness.

Jyoti (2016) noticed that majority of the respondents (54.00%) perceived that
social media could sometimes be effectively used as a pedagogic tool, whereas 34 per
cent of the respondents perceived that social media could always be used as a
pedagogic tool. 12 per cent of the respondents perceived that social media cannot be
integrated with education effectively. Nearly half (50.67%) of the respondents
perceived that social media was sometimes cost effective whereas 25.33 per cent
perceived that it was always cost effective. Majority (59.33%) of the respondents felt
that content available through social media was always updated and 28.00 per cent of
the respondents perceived that content in social media was sometimes updated. 58.67
per cent of the respondents felt that the content in social media was sometimes easy to
understand whereas 22 per cent perceived that the content in social media was always
easy to understand. Majority (60.67%) of the respondents felt that content in social
media was sometimes authentic while 18 per cent respondents felt that it was never
authentic. Only 14 per cent opined that it was always authentic.

Suchiradipta and Saravanan (2016) indicated that 94.00 per cent of the
respondents deemed social media to be useful in Agricultural Extension and Advisory
Services (AEAS), while 1.80 per cent disagreed and 3.50 per cent said they were not
sure about the importance of social media in AEAS. The social media platform
preferred by majority of the respondents was Facebook (64.70%) followed by
WhatsApp (37.30%), Twitter (23.40%) and YouTube (20.00%). Global audience for
the information shared is considered the greatest advantage of social media (79.00%)
followed by knowledge pool creation in real time and discussion among local and
global peers. Interaction between agribusinesses and with their customers was
considered the biggest advantage of social media in market led extension (69.70%).
Attracting large number of customers through social media platforms (60.60%) and
flourishing of local farmers’ markets (49.8%) were also considered as important
benefits.

Social media for Agricultural development: Perception of KVK scientists 50

 Anil (2018) reported that majority (80.00%) of the respondents perceived that
social media could be effectively used to disseminate agricultural information, while
79.17 per cent of respondents perceived that social media creates awareness regarding
agriculture, followed by 75.83 per cent of the respondents who felt that social media
could solve the problems of farmers, social media helps to maintain social
relationship (67.83%), social media enables direct interaction with people of influence
(36.67%) and using social media could increase farm productivity (35.83%).

Ayushi (2018) observed that majority (70.75%) of farmers had neutral

perception towards social media as a source of agricultural information and 16.04 per
cent of farmers had favourable perception towards social media while only 13.21 per
cent of farmers had unfavourable perception towards social media as a source of
agricultural information. In spite of access to social media platforms, the perception of
farmers towards social media as a source of agricultural information was not highly
favourable. It may be because farmers had started using social media platforms
recently due to which they had misconceptions associated with its use and lack of
trust in social media.

Bhattacharjee and Saravanan (2018) reported that a huge majority (94.7%

globally and 95.9% in India) said that social media is going to have a major impact on
communication in the agricultural sector. The usefulness was perceived to be highest
for extensionists, agricultural product marketers and agri-entrepreneurs among the
agricultural stakeholders because of their roles in the sector like networking,
facilitation, negotiation, convening, brokering, and so on. The perception that women
farmers have the least usefulness of social media, though shows a traditional mind-set
among agricultural professionals which many a times prevents them from engaging
with farmers effectively through social media, thus limiting its usefulness.

Kiran (2018) revealed that when the farmers were asked whether social media
can help to develop the market of fruits and vegetables, most of the farmers replied
positively. The farmers had favourable attitude towards criteria related to social
media, like price determination (97%), cost effectiveness (95%), beneficial in
marketing (90%), availability of new markets (89%), weather information (86%),
collection of information (80%), promotion of produce (79%), ease in transportation
(74%), development of markets (70%).

51 Dishant Jojit James, Ph. D. 2020

 Kumar et al. (2019) transpired that majority (47.50%) of the farming youth
agreed that social media is very helpful in getting new information related to farming,
followed by the perception that social media saves time and money (30%), social
media is helpful to getting new information anywhere, anytime (28.75%), but there is
need to trains people/farmers (25%), improvement in education level is a must
(22.50%), social media is very helpful in giving accurate information (17.50%) and
last but not the least, social media is helpful to get market rates (12.50%), social
media covers large area in short time to disseminate information (7.50%) and social
media’s presence among farmers reduces farming risks (2.50%).

The above reviews give an understanding that majority of the respondents in

the studies conducted had good perception regarding social media. The usefulness of
social media was perceived to be highest for extensionists, agricultural product
marketers and agri-entrepreneurs among the agricultural stakeholders because of their
roles in the sector like networking and facilitation.

2.4 Extent of Utilization of social media

Tamara (2013) informed that 43 per cent of respondents were daily users of
Facebook. Another 19 per cent report checking it weekly and finally, 7 per cent report
using Facebook once a month. Regarding YouTube, 10 per cent were daily users,
there were also 27 per cent who weekly reviewed YouTube videos, and 25 per cent
who used it once a month. Twitter had 5 per cent daily users, 5 per cent weekly users,
and 4 per cent reported using Twitter once a month.

Aisar et al. (2015) revealed that majority (60.4%) of the respondents never
used social media whereas 12.6 per cent often used social media, followed by most
often (11.7%), rarely (9.0%) and very often (6.3%).

Anchal (2016) reported that majority (52.00%) of the respondents used social
media more than once a day, followed by once a day (32.00%), once a week
(12.50%), once a fortnight (1.50%) and occasionally (3.00%). 42 per cent of the
respondents used social media for less than one hour a day, followed by 1-3 hours a
day (36.00%), 3-6 hours a day (18.00%) and 6-9 hours per day (3.00%).

Social media for Agricultural development: Perception of KVK scientists 52

 Collins et al. (2016) pointed out that a variety of social media services were
reported as being used by the scientists, but three dominated. Twitter, Facebook and
LinkedIn were used by over 50% of respondents (specifically by 88%, 82% and 66%,
respectively). There were fewer users of Google+, Wordpress and Research Gate
(40%, 34% and 31%, respectively), and far fewer of the others, including Instagram
(21%), Pinterest (18%), Mendeley (19%), Tumblr (14%), Blogger (12%) and Reddit
(13%). The most frequently used were Twitter, Facebook, LinkedIn, Wordpress and
Google+.

Jyoti (2016) reported that majority (67.34%) of the students had medium level
of utilization of social media followed by high (17.33%) and low (15.33%) levels of
utilization of social media. The most preferred social media for educational purpose
was YouTube (84.00%) followed by Facebook (54.67%), WhatsApp (36.00%),
ResearchGate (36.00%), Academia.edu (28.00%) and Twitter (19.33%).

Suchiradipta and Saravanan (2016) conducted a global survey and reported

that in spite of the high number of respondents using social media platforms
(99.00%), only half of the respondents (51.10%) were members in / followers of any
Agricultural Extension and Advisory Service pages / accounts / handles on social
media. A larger proportion of the respondents identified themselves as versatile users
of social media (33.50 %) followed by expert communicators (28.10 %) while
introverts and novel users tied at 19.20 percent respectively.

Bite and Anand (2017) revealed that more than two-fifth (41%) of the
respondents visited social media on a daily basis while others visited weekly (29%),
fortnightly (21%) while nine per cent of them visited social media rarely.

Dorcas et al. (2017) reported that most employees used Facebook (35.58%)
and WhatsApp (35.09%) on a daily basis. Twitter (17.31%) and LinkedIn (12.02%)
were not popular among the employees.

Vinay (2017) recorded that 52 per cent of the respondents were daily users of
social media, followed by weekly (26%), fortnightly (4%), occasionally (4%) and
monthly (2%). 12 per cent of the respondents had never used social media. Regarding
proportion of time spent on social media for professional purpose out of total time

53 Dishant Jojit James, Ph. D. 2020

spent on social networking sites, 58 per cent used social media for 1-2 hours for
professional purpose, followed by 2-4 hours (18%) and less than one hour (12%).

Arun (2018) showed that on weekdays, 19 per cent of respondents stayed live
on social media for upto one hour followed by 1-2 hours (21.00%), 2-3 hours
(27.00%), 3-4 hours (21.00%) and more than four hours (12.00%). In case of
weekends, 32 per cent youth stayed live on social media for upto one hour, followed
by 1-2 hours (24.00%), 2-3 hours (21.00%), 3-4 hours (18.00%) and more than four
hours (5.00%). Interestingly, being live on social media was for more hours during
weekdays. Perhaps weekends were kept for other social activities by the respondents.
The most preferred social media by the respondents were WhatsApp (55.00%),
followed by Facebook (38.00%), YouTube (6.00%), Instagram (2.00%) and Twitter
(2.00%).

Ayushi (2018) reported that the most frequently used social media was
WhatsApp, i.e. used at least once a day by 11.32 per cent of farmers, while 7.55 per
cent farmers used Facebook at least once a day. It was also found that Facebook and
YouTube were used by 58.49 per cent at least four times a week. YouTube was used
less than once a week by 38.68 per cent of the farmers followed by 33.96 per cent of
farmers who used Facebook less than once a week while 29.25 per cent of farmers
used WhatsApp less than once a week.

Bhattacharjee and Saravanan (2018) revealed that while globally, on an

average, a person spent 2.15 hours on social media, 21.7 per cent of the respondents
used social media for 1–2 hours a day, 19.5 per cent used it for 31–60 minutes a day,
and 19.5 per cent used social media for 15–30 minutes a day. Among the Indian
respondents, 23.5 per cent spent 31–60 minutes every day on social media while 23.1
per cent spent 1– 2 hours, 22.3 per cent spent 15–30 minutes, and 13.3 per cent spent
2–3 hours per day on social media. Rest of the respondents in both the studies said
they did not use social media every day.

Kiran (2018) observed that seventy per cent of the respondents used social
media like WhatsApp, Facebook and Twitter. The farmer groups on WhatsApp,
Facebook, Twitter, etc. were very active as regards to the marketing of fruits and
vegetables.

Social media for Agricultural development: Perception of KVK scientists 54

 Noor et al. (2018) reported that 83.30 percent of the respondents were using
WhatsApp for advisory work, dissemination of innovation, mobilization of farmers
into various groups followed by Facebook (57.8%), YouTube (28.9%), Google+
(23.3%) and Twitter by only (12.2%). It might be concluded that WhatsApp was most
utilized social media followed by Facebook and YouTube. YouTube can be best
utilized for universal, ultra-modern and complex technologies requiring
demonstration through virtual world nowadays. Participatory videos on the You Tube
can be used for farmer to farmer extension.

Anonymous (2019) revealed in the DARE Annual report that the ICAR
facebook page https://www.facebook.com/ InAgrisearch/ has 170,730 likes and
171,147 followers. On an average one post is uploaded to ICAR Facebook page every
day. ICAR twitter handle https://twitter.com/icarindia has 36,500 followers. On an
average one tweet is posted every day. Till date, 1,865 tweets have been posted. The
YouTube Channel of ICAR includes video films, animations, lectures/interviews by
dignitaries and eminent scientists, proceedings of national and international events,
etc. Some of the popular documentaries have received more than 250,000 views.
ICAR YouTube channel has 184 videos and 29,898 subscribers.

Indhuja et al. (2019) revealed that the extension officers utilized social media
like WhatsApp (100.00%) followed by YouTube (66.66%) and Facebook (63.33%)
for sharing information, for entertainment and to interact with other extension
officers. All the extension officials were using the social media through smart phones.
The study revealed that social media may be used by the agricultural scientists to
disseminate the new technologies among agricultural extension officers.

The reviews state that majority of the respondents in the studies conducted
used social media regularly, which implies the profoundness in the usage of social
media among modern-day employees.

2.5 Purpose of Utilization of social media

Tamara (2013) opined that the main reason respondents gave for using social
media, 68 per cent said it was to stay in touch with friends. Close behind with 57 per
cent, was to stay in touch with family, 46 per cent said it was to re-connect with old

55 Dishant Jojit James, Ph. D. 2020

friends. Also popular, 35 per cent of respondents like to view or share media and 30
per cent used social media to get news.

Aisar et al. (2015) reported that social networks had become an integral part of
the students’ life. Students used social networks for different reasons including
learning aspects. Participants in the study used social networks to make friends, chat,
communicate, and improve their learning skills.

Darshan (2015) stated that majority (83.75%) of the researchers were using
social media for getting/sharing information on new updates /practices in agriculture,
followed by getting/ sharing information related to concerned subject matter
(78.75%), getting/sharing information on government policies/activities of agriculture
(68.50%), for solving problems related to agriculture and allied subjects (57.50%), for
getting/ sharing information on weather (55.00%), to interact with multidisciplinary
personnel (50.00%), for the purpose of gathering public comments (47.50%) and for
forecasting upcoming events (46.25%).

Collins et al. (2016) reported that the respondents used Facebook for sharing
their experience in the lab or field (25% indicated that they do so frequently, 52% do
so occasionally; from a total of n = 172 scientists who answered this question),
finding inspiration for outreach and science communication (24% frequently, 46%
occasionally), connecting with other researchers in their field (21% frequently, 37%
occasionally), and making corrections to misrepresentations of science (18%
frequently, 40% occasionally).

Jyoti (2016) revealed that 31.33 per cent of the respondents used social media
regularly for retrieving of lectures, PPT, notes and other instructional material related
to the field of study followed by thirty per cent of the respondents who referred social
media on a regular basis for getting updates in the field of study. The respondents also
used social media for academic interaction with teachers and peer groups, sharing and
retrieving of scientific information, development of technical skills and participating
in online quizzes and tests.

Suchiradipta and Saravanan (2016) mentioned that the respondents used social
media for agricultural information purposes, namely, to find information (75.70%), to

Social media for Agricultural development: Perception of KVK scientists 56

share information/ ideas (73.80%), to discuss about a topic (56.20%), to promote a
new technology (56.20%) and to get suggestions from peers (35.20%).

Thomas et al. (2016) depicted that majority of the farmers (68%) used social
media to seek for a variety of agricultural information, mostly scientific, educational
and technology based, including training information, agrochemicals and
technological information. The study further revealed that 58 per cent of the farmers
did not take much interest in market based agricultural information including market
trends, prices and stock available as well as credit facilities, source, terms and
conditions.

Bite and Anand (2017) concluded that their respondents used social media for
information seeking (34%), solving problems (28%), finding market rates (21%),
selling/buying of agricultural commodities (13%), sharing information (12%) and
branding of agricultural commodities (9%).

Kalyan and Kumari (2017) reported that the respondents used social media for
various activities like sharing of knowledge related to extension (76%), looking for
information about books/journals related to extension (75%), reading statistical
information (50%), looking for news or information about agricultural extension
(55%), searching for new contacts (44%), videoconferencing (39%), Searching for
Agriculture College/ university/organization (63%), looking for information about
jobs related to extension (71%), debating on extension forums (98%), communicating
through chats (64%), searching for workshop and conference related to extension
(58%), searching for new agricultural or rural welfare plans (65%), Providing
assistance for building organization among farmers (59%), Reading blogs related to
extension education (44%) and writing blogs related to extension education (26%).

Bhattacharjee and Saravanan (2018) enunciated that news consumption was

the major purpose for using social media by the respondents of the study along with
sharing information, knowledge exchange (in-depth discussion on certain topics that
goes beyond mere sharing of information), sharing professional activities, as well as
connecting with friends and family. The information shared included recent
development in agricultural technology (64.5% globally and 71.6% in India), farmers
fairs/conference/seminars and other news feeds (55.9% globally and 69.8% in India),

57 Dishant Jojit James, Ph. D. 2020

videos/podcasts/pictures related to agricultural technology and practices (55.9%
globally and 61.7% in India), publications in agricultural/agricultural extension
(65.1% globally and 53.6% in India), communication and engagement with other
members (46.2% globally and 47.3% in India), recruitment of new members/clients
for the organization (26.3% globally and 32.9% in India), influencing key
member’s/opinion leaders through their social media accounts (23.7% globally and
23.9% in India) and crisis communication (9.7% globally and 16.7% in India).

Helani et al. (2019) reported that the respondents in India used social media
for text-chatting (86%), Staying in contact with friends and family (91%), Making
calls (83%), Sharing videos/pictures/music (74%), Making new friends (68%),
Looking for educational content (71%), Getting opinions/sharing experiences (63%),
Making professional and business contacts (57%), Following government social
media pages to look for jobs or updates on policies (58%), Sharing own produced
content (55%), Marketing products/services (45%).

Kumar et al. (2019) revealed that the social media activities in which the
majority (47.50%) of the farming youth were generally engaged in chatting is (30%),
followed by entertainment (10%), News (7.5%), networking (5%), work related
browsing (2.50 %), communicate with group members (2.50 %), promote positive
activities and to gain knowledge/information (2.50 %). The involvement of the
farming youth in social media sites were maximum only for chatting, the reason
being, they don’t know the benefits of ICT in farming, as a means to gain new
information.

From the reviews stated above, it can be said that the respondents used social
media in order to find information, share information/ ideas, discuss about a topic,
promote a new technology and other useful purposes.

Social media for Agricultural development: Perception of KVK scientists 58

2.6 Relationship between the personal, socio-economic, psychological and
communication characteristics of respondents with their knowledge,
perception and extent of utilization of social media.

2.6.1. Relationship between personal, socio-economic, psychological and

communication characteristics of respondents with their knowledge
regarding social media.

Ganesamoorthi (2005) found that ICT literacy, academic performance,

achievement motivation, ICT accessibility and attitude towards ICTs were having
significant correlation with the knowledge level of ICTs. Whereas, parental influence,
academic performance, age and rural urban background were significantly correlated
with the comprehension about ICTs.

Nagalakshmi (2008) observed a significant association between age, education

and training received of extension personnel with their knowledge about ICTs.

Pandey and Kushwaha (2010) found that there was a positive and significant
relationship between education of Agricultural officers with their knowledge level on
ICT tools.

Lawal and Omotayo (2012) reported that education of the extension agents
was having a significant association with their knowledge on ICT tools.

Ajayi et al. (2013) revealed that there was no significant relationship between
the age of extension agents, length of service, and number of years of formal
education and monthly income with their knowledge on various ICTs.

Ashok (2014) in his study on ‘e-readiness of Krishi Vigyan Kendra

functionaries in Uttar Pradesh’, found that mass media exposure, organizational
climate and innovation proneness of extension personnel had significant association
with the knowledge level on ICTs.

Sulaiman et al. (2015) reported that age and education level of extension
personnel had a significant relationship with the knowledge of ICTs.

59 Dishant Jojit James, Ph. D. 2020

 Joyous and Paul (2016) observed that the extension officers with advanced
degrees and those who had undergone in-service and on the job training in the use of
ICTs had higher knowledge regarding ICTs.

Dishant (2017) indicated that education, e-readiness and training on ICT tools
of extension functionaries had significant association with their knowledge level on
ICT tools at one per cent level of probability. Whereas, job experience, achievement
motivation, innovative proneness, job involvement, accessibility to ICT tools,
organizational climate and mass media utilization of extension functionaries were
found to be having significant association with their knowledge level on ICT tools at
five per cent level of probability. The remaining four variables namely, age, rural
urban background, scientific orientation and perceived work load of extension
functionaries were found to be having non-significant association with their
knowledge on ICT tools.

Vinay (2017) stressed that there was not much correlation between selected
independent variables of the respondents and their knowledge level regarding social
media.

Ayushi (2018) conveyed that there was a positive and significant relationship
between educational qualification, innovativeness, achievement motivation and social
media exposure of farmers with their knowledge regarding social media at one per
cent level of significance. There was a negative and significant relationship between
age and years of farming experience of farmers with their knowledge regarding social
media at one per cent level of significance. There was no significant relationship
between size of land holding, media ownership and information seeking behaviour of
farmers with their knowledge regarding social media.

2.6.2. Relationship between personal, socio-economic, psychological and

communication characteristics of respondents with their perception
regarding social media.

Hassan et al. (2011) reported a negative and significant relationship between

age of extension personnel and attitude towards ICT usage.

Social media for Agricultural development: Perception of KVK scientists 60

 Kumar and Ratnakar (2011) observed that the attitude of extension personnel
towards information technology was significantly higher with personnel having
higher education, high academic performance, knowledge of additional language,
elevated involvement in extracurricular activities exposure of computer training
improved basic knowledge of internet, advanced scientific orientation, higher
innovative proneness, low degree of computer anxiety and higher level of internet
exposure.

Lawal and Omatayo (2012) observed a significant association between

educational level of extension agents and their attitude level on ICT tools.

Hashemi et al. (2014) reported a significant relationship between experience

of agricultural extension workers and their attitude towards using ICTs.

Kabir (2015) observed a significant but negative relationship between age and
attitude towards ICT use.

Khondokar and Debashis (2015) revealed that age and job experience showed
significant and negative relationship with the attitude towards use of ICTs.

Raksha et al. (2015) in their study on ‘Determinants of ICTs in agricultural

extension system’, reported that education, trainings received, number of years of
service, possession of smart gadgets, innovativeness and scientific orientation of
extension professionals were found to be positively correlated with the attitude of
respondents in the use of ICTs. Whereas achievement motivation, economic
motivation, management orientation and risk orientation were found non-significant
with the attitude of respondents towards use of ICTs.

Adeel et al. (2016) revealed that young extension workers had more positive
attitude towards the use of e-extension compared with aged extension workers.
Further, it was observed that extension workers with computer training resulted in a
more positive attitude towards the use of E-extension compared with users who did
not undergo training on computers.

Jyoti (2016) perused that there was a positive correlation between family
education status of the respondents and perceived effectiveness of social media for

61 Dishant Jojit James, Ph. D. 2020

education, which implies that more the family was educated, more the students were
likely to adapt themselves to innovations and technological modifications. But there
was no significant relationship between age, academic performance, possession of
ICT tools/ devices and mass media exposure of the respondents with their perception
regarding effectiveness of social media for education.

Dishant (2017) mentioned that education, achievement motivation, innovative

proneness, job involvement, accessibility to ICT tools, e-readiness and mass media
utilization of extension functionaries had significant association with their attitude
towards ICT tools at five per cent level of probability. Age, rural urban background,
job experience, scientific orientation, perceived workload and organizational climate
of extension functionaries were found to be having non-significant association with
their attitude towards ICT tools.

Ayushi (2018) evidenced that there was a positive and significant relationship
between education, media ownership, social media exposure, information seeking
behaviour, innovativeness and achievement motivation of farmers with their
perception regarding social media at one per cent level of significance. There was no
significant relationship between age, size of land holding and years of farming
experience of farmers with their perception regarding social media.

2.6.3. Relationship between personal, socio-economic, psychological and

communication characteristics of respondents with their extent of
utilization of social media.

Matthews et al. (2007) reported that training received by extension workers in

ICTs influenced the utilization level of ICT tools significantly. Ndag et al. (2008)
observed that working experience of the extension workers was positively but non-
significantly associated with ICT use.

Adetumbi et al. (2013) observed a significant relationship existed between

working experience and level of use of ICTs by extension agents.Yakubu et al. (2013)
reported that age, education, years of working experience and membership in
agricultural associations of the extension personnel showed a positive and significant
correlation related to ICT use.

Social media for Agricultural development: Perception of KVK scientists 62

 Hashemi et al. (2014) found that there was a significant relation between work
experience of extension workers with their use of ICTs. Jha et al. (2014) reported that
innovation proneness, mass media exposure and IT exposure of the extension
professionals were positively and significantly related to mobile use.

Raghava and Punna (2014) revealed that age, training acquired and work
experience of extension professionals was positively and non-significantly related to
ICT use behaviour, while rural and urban family background was negatively and non-
significantly related to ICT use behaviour.

Khamoushi and Gupta (2015) reported that age and work experience of farm
scientists were negatively and non-significantly related to ICT usage, whereas ICT
training received was positively and non-significantly related to ICT usage.

Raksha et al. (2015) revealed a significant association between training

received, achievement motivation and innovativeness of extension personnel with
their extent of use of ICTs.

Sulaiman et al. (2015) revealed that the level of training on ICT, membership
in professional associations, educational level and marital status of the extension
agents showed a positive correlation with the utilization of ICTs. Age, professional
rank and income level were found positive but not significant in influencing the use of
ICT by extension personnel.

Jyoti (2016) disclosed that there was a positive correlation between age of
respondents and their extent of utilization of social media for educational purpose.
The reason might be that as the age of students increases, they try novel methods of
procuring educational material in order to meet their academic endeavours. There was
also a positive correlation between academic performance of respondents and their
extent of utilization of social media for educational purpose. It can be inferred that
students with more CGPA tend to refer social media more for educational purposes.
The family education status of respondents had no significant relation with their
extent of utilization of social media for educational purpose. Possession of ICT tools
and devices was positively related to the extent of utilization of social media for

63 Dishant Jojit James, Ph. D. 2020

educational purpose. Mass media exposure of the respondents was positively related
to their extent of utilization of social media for educational purpose.

Dishant (2017) revealed that accessibility to ICT tools and training on ICT
tools of extension functionaries had highly significant association with their extent of
utilization of ICTs at one per cent level of probability. Whereas, education, job
experience, achievement motivation, innovative proneness, job involvement, e-
readiness, organizational climate and mass media utilization of extension
functionaries were found to be having significant association with their extent of
utilization ICT tools at five per cent level of probability. The remaining four variables
namely, age, rural urban background, scientific orientation and perceived work load
of extension functionaries were found to be having non-significant association with
their extent of utilization of ICT tools.

Kalyan and Kumari (2017) conveyed that the variables like age, rural urban
background, parents’ occupation, family income, father’s qualification and mother’s
qualification had a significant association with the social media activity of the
respondents whereas the variable sex did not have a significant association with the
social media activity of the respondents.

2.7. Problems encountered in using social media for agricultural development

Haley (2013) attributed that large unregulated systems of social media

platforms could account for blowout of rumours and false information. It could also
detach an extension worker, farmer or any other professional in the line, rather than
facilitate salient interactions which are essential for proper networking and
agricultural development.

Newbury et al. (2014) reported that out of the parameters related to perceived
risks of using social media put on a scale of four, the degree of susceptibility for the
respondents was 2.68 related to poor use of time, followed by privacy risk (2.62),
security issues (2.50), rudeness from other users (2.43), fatigue from overuse (2.09)
and addiction to the medium (2.06).

Social media for Agricultural development: Perception of KVK scientists 64

 Darshan (2015) expressed that majority (67.50%) of the respondents faced the
problem of high cost of data service as a constraint in using social media, followed by
inadequate network service (57.50%), weak research-extension linkage (37.50%),
difficulty in finding relevant information due to large number of sources (35.00%),
unsuitable and incomprehensible information (35.00%), time constraint (32.50%),
inadequate response (27.50%), inadequate technical knowledge/skill (22.50%),
inadequacy of smartphones and laptops (22.50%) and orientation to traditional
dissemination methods (5.00%).

Suchiradipta and Saravanan (2016) mentioned that many extensionists and

experts have not started using social media either because they are sceptic about its
authenticity and usefulness, concerned about privacy issues, or for lack of technical
skills which keeps an important part of Agricultural Extension and Advisory Services
(AEAS) outside social media. There are also arguments by the respondents about
utility of global knowledge in agriculture when it is a location specific activity.
Numerous conversations at the same time were also distracting for some users.

Aliyu and Safiyul (2017) reviewed that the challenges in using social media
for agricultural extension service delivery included relative cost of internet access,
poor electricity supply and internet connectivity, lack of educational and technical
literacy, lack of quality control in content creation, limited participation, non-
institutionalisation and lack of adequate yardstick for impact measurement.

Bite and Anand (2017) mentioned that limited access to social media because
of poor data connectivity was the main problem faced by 45 per cent of the
respondents, followed by lack of training regarding use of social media (35%), low
trust on e-buying and e-selling of commodities on social media (34%) and slow rate
of adoption of social media as a tool for agricultural marketing (21%).

Vinay (2017) highlighted that the main drawback of using social media as
indicated by 50 per cent of the agricultural input dealers was wastage of time,
followed by wastage of money (44%), unwanted contacts (4%) and harassment (2%).
Anil (2018) presented that 90 per cent of the respondents faced the problem of lack of
training and education about use of social media for agricultural innovation, followed
by lack of trust among people towards social media (84.17%), language and cultural

65 Dishant Jojit James, Ph. D. 2020

barriers (83.33%), lack of technical knowledge (75.00%), less interest in using social
media (60.83%), limited access to social media because of data and network problems
(49.17%) and lack of electricity to charge electronic gadgets (13.33%).

Bhattacharjee and Saravanan (2018) found that in times of social media

forwards, authenticity of information becomes a serious issue (48.6%) and
respondents have reported finding them confusing because of conflicting information
(45.9%). Also, in countries where social media use is just picking up, a large number
of experienced experts are missing from social media platforms (43.2%), which limits
the quality of discussions or expertise at times, and might also affect the moderation
of content. This might have severe repercussions on the livelihood of farmers in case
the content accessed on social media is not authentic. Network connections are bad in
rural areas (70.1%), illiteracy among farmers is a problem in using social media
(43.7%), Subscribing to internet is a costly affair for poor farmers (52.3%), social
media is not deemed important by higher authority (45.6%), social media use by
employees are restricted in the organization (23.8%), location specific nature of social
media (32.4%) and distraction caused by social media (24.3%) were the other
constraints pertaining to social media as felt by the respondents.

The aforementioned reviews state that the respondents in the studies

conducted faced constraints in using social media, like inadequate network service,
difficulty in finding relevant information due to large number of sources, unsuitable
and incomprehensible information, time constraint and other constraints.

2.8. Suggestions for effective usage of social media for agricultural development

Tamara (2013) explained that in order to benefit from social media,

universities must invest in the necessary resources for social media communication.
Assign staff members with specific monitoring and contribution tasks. Then only
establish those sites that staffs are able to maintain and have the time to commit to.
Institutions should budget for and include it in communication and strategic plans.
Having institutional support for social media is critical, because buy-in from high-
ranking administration is essential for success.

Social media for Agricultural development: Perception of KVK scientists 66

 Baena (2015) suggested that in order to keep the organization’s reputation
high, there was a real need of a full time moderator who would make sure that
information shared was up-to-date, reliable, and in focus with the organisation’s aim.
Another equally important aspect was that skilled human resource was necessary to
maintain social media interactions, conflicting perceptions and privacy concerns.

Aliyu and Safiyul (2017) concluded governments and other service providers
would have to strengthen their capacities for proper integration of social media in
agricultural extension service delivery. There is also a need to advance the social
media technology more by developing a tool/yardstick for measuring the impact of
agricultural extension service delivery through social media.

Bhattacharjee and Saravanan (2018) gave the following recommendations:

Encouraging the agricultural stakeholders and skill and competence building through
awareness programmes, training sessions, and workshops on effective social media
content creation and use. Organizations can play the most important role in bringing
out a positive attitude about social media in the employees with the right information
about the advantages and the disadvantages. While most of the countries have a social
media guideline for government officials, organizations too need to follow suit and
frame clear guidelines for active and safe engagement online with other stakeholders
forging better and effective partnership. Stakeholders at agricultural research,
education, and service sectors needs to actively engage with the grassroots and social
media can be the best platform to do so. Identifying the correct audience like youth
and engaging them will not just increase information flow to the bottom of the
pyramid of farmers, but will also engage more youth in remunerative agriculture.
Establishing a support structure of necessary infrastructure needs to be the priority for
making social media a part of the extension system in agriculture sector. In terms of
internet connectivity, mobile services, cost of internet services, input availability,
market facilities, transportation, and so on actually help in transforming the
information gained online into knowledge and transform it into tangible income and
better livelihood. With increased representation of the masses, social media is a useful
tool for policy makers to understand the needs, engage with stakeholders, and make
policies more inclusive and effective in favour of the sector and its sustainability.

67 Dishant Jojit James, Ph. D. 2020

 Devesh and Mahesh (2018) perused that majority (79.17%) of the respondents
felt that the internet connectivity should be improved in their region. This was
reported as a large percentage of users were using 2G network at the time of the
study. Also, a sufficient number of users (77.08%) felt that the reduction in internet
data tariffs can be the important step to avail full benefits of social media use in
agriculture. Sizeable (76.04%) number of respondents reported that social media
should be used by state line departments in sharing and discussing agricultural issues.
Some the government bodies such as Indian Council of Agricultural Research (ICAR)
has been exploring the possibilities of utilising social media tools to expand its reach
by engaging with farmers, partners and stakeholders. Also, in the Indian State of
Kerala, the state agriculture department even initiated a scheme to incentivise farmers
to use social media tool for agricultural extension purpose. High percentage (64.58%)
of farmers suggested that more awareness should be created about such type of
possible use of social media in agriculture so that increased number of farmers get
benefited. Also, 63.54 percent of respondents reported that the number of irrelevant
posts in the WhatsApp group should be minimised. Members may be frequently
reminded and warned not to post irrelevant posts and repeat offenders may be
removed from social media groups. The time of responding to the query should be
minimal (60.42%) and low cost smartphone should be provided on free/ subsidised
rates (58.33%). Reduction in the cost of smartphones and data exchange among rural
communities can boost the spread of agricultural extension advisory services through
social media among the farmers.

Kiran (2018) mentioned that social media makes it certain that farmers can
negotiate deals with traders and improve their timing of getting crops to the market.
Several finance options can be made available with the help of social media in
marketing of agricultural produce. Farmers can make more efficient use of existing
storage, packaging, transport, and processing and warehousing facilities through
social media.

Kumar et al. (2019) revealed that majority of the farming youth expressed that
training adults in how to engage directly with young people online through social
media, was a good start up for the involvement of youth in farming (ranked 1st)
followed by create a thematic network or engagement opportunity, provide quick

Social media for Agricultural development: Perception of KVK scientists 68

information and opportunities on agriculture through social media, by posting farming
related activities on social media, establishing network among youth with similar
interests, and promoting your service and provision through social media were ranked
2nd, 3rd, 4th, 5th and 6th, respectively.

The respondents in the reviews stated above gave various suggestions for
better utilization of social media for agricultural development, including statements
like internet connectivity should be improved, time of responding to queries should be
minimal, irrelevant posts should be avoided and low cost smartphone should be
provided on free/ subsidised rates to farmers among other suggestions.

Hypotheses for the study

1. There is no significant difference in the knowledge level regarding selected

social media among KVK scientists.

2. There is no significant difference in the perception regarding social media for

agricultural development among the KVK scientists.

3. There is no significant difference in the extent of utilization of social media

among KVK scientists.

4. There is no significant relationship between the personal, socio-economic,

psychological and communication characteristics of KVK scientists with their
knowledge regarding social media.

5. There is no significant relationship between the personal, socio-economic,

psychological and communication characteristics of KVK scientists with their
perception regarding social media for agricultural development.

6. There is no significant relationship between the personal, socio- economic,

psychological and communication characteristics of KVK scientists with their
extent of utilization of social media.

3.12 Conceptual model of the study

Conceptually, the variables under study are presented in the figure 1. It is

conceived that the dependent variables viz., knowledge regarding social media,
perception regarding social media for agricultural development and extent of

69 Dishant Jojit James, Ph. D. 2020

 1. Age

2. Education

3. Rural urban background

4. Job experience

5. Job satisfaction

6. Job performance

7. Achievement motivation
KNOWLEDGE
8. Innovative proneness REGARDING
SOCIAL
9. Scientific orientation MEDIA

10. Perceived work load

11. Job involvement

PERCEPTION
12. e-readiness REGARDING
SOCIAL MEDIA
FOR
13. Organizational climate AGRICULTURAL
DEVELOPMENT
14. Competition orientation

15. Awards/ recognition received

16. Abroad exposure/ countries

visited EXTENT OF
UTILIZATION
OF SOCIAL
17. Field activities conducted
MEDIA

18. Mass media utilization

19. Trainings received

20. Number of publications

21. Participation in seminars/

conferences

Fig. 1: Conceptual model of the study depicting the variables selected for the
study
utilization of social media are influenced by the independent variables such as age,
education, rural-urban background, job-experience, job satisfaction, job-performance,
achievement motivation, innovative proneness, scientific orientation, perceived
workload, job-involvement, e-readiness, organizational climate, competition
orientation, awards/recognition received, abroad exposure/ countries visited, field
activities conducted, mass media utilization, trainings received, number of
publications and participation in seminars/ conferences.

Social media for Agricultural development: Perception of KVK scientists 70

 III. METHODOLOGY

In this chapter, the empirical measures designed to quantify different

variables, procedures used in sampling, collection of data and statistical tests used for
analysis of data are described in the following headings:

3.1 Locale of the study

3.2 Research design

3.3 Research study variables

3.4 Operationalization and measurement of dependent variables

3.5 Operationalization and measurement of independent variables

3.6 Purpose of utilization of social media

3.7 Type of information disseminated using social media

3.8 Constraints faced by KVK scientists in using social media for agricultural
development

3.9 Suggestions of KVK scientists in using social media for agricultural

development

3.10 Collection of data

3.11 Analysis of data

3.12 Conceptual model of the study

3.1. Locale of the study

The present study was carried out in two zones of Agricultural Technology
Application Research Institute (ATARI), namely Zones X and XI. The states and
union territories that come under these zones include Tamil Nadu, Puducherry,
Andhra Pradesh, Telangana (ATARI Zone X); Kerala, Karnataka and Lakshadweep
(ATARI Zone XI), as shown in figure 2. One hundred and twenty two KVKs are
present in total in both the zones combined together (74 KVKs in Zone X and 48
KVKs in Zone XI). Five districts of Kerala state were considered as non-sample area
for the research (32 KVK scientists were interviewed during pre-test from Idukki,
Thrissur, Ernakulam, Kozhikode and Wayanad districts of Kerala state) whereas the

Social media for Agricultural development: Perception of KVK scientists 71

remaining states/union territories under these two zones were considered as sample
area. Thus, the number of KVKs considered for the study were 117, excluding 5
KVKs present in Kerala state.

KVK Scientists of ATARI zones X and XI were chosen as respondents for the
study. Data was collected from 161 KVK scientists through personal visits to KVKs
and also via mailed questionnaires.

3.2 Research design

Ex post-facto research design was adopted for conducting the study. This
design was considered appropriate because the phenomenon has already occurred and
the researcher does not have direct control over independent variables.

3.3 Research study variables

Knowledge regarding social media, perception regarding social media for

agricultural development and extent of utilization of social media were considered as
dependent variables in the present investigation. Twenty one independent variables
(personal, socio-economic, psychological and communication characteristics of KVK
scientists) were selected for the study. The details of variables selected and the
techniques employed for measurement are presented in Table 1.

Table 1: Variables selected and their empirical measurement

Sl.
Variables Empirical measurement
No
Dependent variables
Knowledge regarding social
1. Procedure developed for the purpose
media
Perception regarding social media
2. Scale developed
for agricultural development
Extent of utilization of social
3. Schedule developed
media
Independent Variables
(a) Personal variables
1. Age Procedure followed by Chandargi (1996)
2. Education Schedule developed
Procedure followed by Ganesamoorthi
3. Rural urban background
(2005) with suitable modifications

72 Dishant Jojit James, Ph. D. 2020

Fig. 2: Map showing the states and union territories selected for the research
study
4. Job experience Schedule developed
(b) Psychological variables
5. Job satisfaction Scale developed by Abdul (2016)
Scale developed by Sundaraswamy (1987)
6. Job performance
with suitable modifications
7. Achievement motivation Scale developed by Singh (1978)
Scale developed by Moulik (1965) with
8. Innovative proneness
suitable modifications
9. Scientific orientation Scale developed by Supe (1969)
Scale developed by Kirmeyer and
10. Perceived work load Dougherty (1988) with suitable
modifications
Scale developed by Lodahl and Kejner
11. Job involvement
(1965)
Procedure followed by Arun Babu (2005)
12. e-readiness
with suitable modifications
Scale developed by Kolb et al. (1974) with
13. Organizational climate
suitable modifications
14. Competition orientation Procedure followed by Abdul (2016)
(c) Socio-economic variables
15. Awards/ recognition received Schedule developed
16. Abroad exposure Schedule developed
(d) Communication variables
17. Field activities conducted Schedule developed
18. Mass media utilization Procedure followed by Nagananda (2005)
19. Trainings received Schedule developed
20. Number of publications Schedule developed
Participation in seminars/
21. Schedule developed
conferences

3.4 Operationalization and measurement of dependent variables

3.4.1 Knowledge regarding social media

English and English (1958) defined knowledge as the body of understood

information possessed by an individual. Knowledge level of KVK scientists is
operationalized as the quantum of scientific information known to the scientists about
the tasks that can be performed using selected social media.

A list of eleven selected social media was enlisted and the scientists had to tick
the activities/ tasks that the particular social media could be used for, in the respective
columns provided in the Table 2. A preliminary survey was conducted using Google
forms to know the usage of social media by KVK scientists under the jurisdiction of

Social media for Agricultural development: Perception of KVK scientists 73

University of Agricultural Sciences, Bengaluru, as well as from scientists working in
other KVKs of Karnataka, Central Silk board, ISEC (Institute for Social and
Economic Change, Bengaluru), IGFRI (Indian Grassland and fodder Research
institute, Jhansi) and CICR (Central Institute for Cotton Research, Nagpur). Based on
the preliminary survey, 11 social media platforms were selected for the study, namely:
Facebook, WhatsApp, YouTube, Instagram, Twitter, Telegram, LinkedIn, Skype,
Messenger, Quora and Research Gate.

The correct responses (tick marks/ cross marks in appropriate cells as shown
in the table above) were awarded a score of one. The wrong answers (tick marks in
place of cross marks and vice versa as shown in the table above or blank response)
were allotted a score of 0. If no attempt was made against a particular social media, a
total score of 0 was allotted for knowledge regarding that particular social media.
Also, if a respondent scored nine or more than nine for a particular social media,
he/she was considered to have complete knowledge regarding that social media. If the
respondent scored one to eight for a particular social media, he/she was considered to
have partial knowledge regarding that social media. The summation of scores for a
particular respondent indicated his/her knowledge level about social media. Based on
the total score obtained, the respondents were classified into three categories namely,
‘low’, ‘medium’ and ‘high’ using mean (42.00) and half standard deviation (11.82) as
a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Below 30.19
Medium (Mean + ½SD) 30.19 to 53.82
High > (Mean + ½ SD) Above 53.82

3.4.2 Perception regarding social media for agricultural development

Perception is the process through which an individual becomes aware of

objects around him/her and of events taking place. Perception of the same situation
may differ from individual to individual due to differences in their experiences and
cognitive styles. The expectations, needs and ways of thinking influence how an
individual interprets what an individual observes. Our perceptions are organized and
we tend to structure our sensory experiences in ways which make sense to us (Patil

74 Dishant Jojit James, Ph. D. 2020

and Sundaraswamy, 1998). Perception in the present study is operationally defined as
clear understanding of the usefulness of social media for agricultural development. A
scale to measure the perception of KVK scientists regarding social media for
agricultural development was developed as part of the research study. The method of
summated rating scale suggested by Likert (1932) and Edwards (1969) were followed
in the development of the scale following six stages viz., identification of
components, collection of items/statements, relevancy test, item analysis, reliability
and validity.

3.4.2.1 Identification of components

Eight components related to perception regarding social media were identified

based on review of literature and discussion with social scientists. The identified eight
components are: (1) social media for knowledge and skill development, (2) social
media for mobilizing farmers, (3) social media for inclusion and accessibility, (4)
social media for professionalism, (5) social media for outreach, (6) social media for
effectiveness, (7) social media for communication, and (8) drawbacks/ limitations of
social media.

3.4.2.2 Collection of items/ statements

The first step in the construction of perception scale was to collect statements
pertaining to the perception of KVK scientists regarding social media for agricultural
development. A tentative list of 104 statements pertaining to the perception of KVK
scientists regarding social media for agricultural development were collected through
extensive review of literature and by consulting social scientists.

3.4.2.2.1 Editing of the items

These 104 statements were edited as per the 14 criteria enunciated by Edwards
(1969) and Thurstone and Chave (1929). As a consequence, 26 statements were
eliminated. The remaining 78 perception statements were included for the study.

Social media for Agricultural development: Perception of KVK scientists 75

76

Table 2: Details of scoring procedure adopted for knowledge of KVK scientists regarding social media

Tasks that can be performed

Capture Connect
Sl.No. Social media Share Share Share Share and Live Voice Voice Video Video with
Chat Comment
posts files location photos share stream Message call call conference people
videos online
1. Facebook ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ X X X X ✓

2. WhatsApp ✓ ✓ ✓ ✓ ✓ ✓ ✓ X ✓ ✓ ✓ ✓ X
Diahant Jojit James, Ph. D.

3. YouTube X ✓ ✓ X X ✓ ✓ ✓ X X X X X

4. Instagram ✓ ✓ ✓ X X ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

5. Twitter ✓ ✓ ✓ X X ✓ ✓ X X X X X ✓

6. Telegram ✓ X ✓ ✓ ✓ ✓ ✓ X ✓ ✓ X X ✓

7. LinkedIn ✓ ✓ ✓ ✓ ✓ ✓ ✓ X ✓ X X X ✓

8. Skype ✓ X X X ✓ ✓ ✓ X ✓ ✓ ✓ ✓ ✓

9. Messenger ✓ X X ✓ ✓ ✓ ✓ X ✓ ✓ ✓ X ✓

10. Quora ✓ ✓ ✓ X X ✓ X X X X X X ✓

11. ResearchGate ✓ ✓ ✓ X X X X X X X X X ✓
2020
3.4.2.3 Relevancy test

Seventy eight statements were sent to 90 experts in the field of social sciences
working in State Agricultural Universities, Indian Council of Agricultural Research
Institutes and Development departments, to critically evaluate the relevancy of each
statement viz. Most Relevant (MR), Relevant (R), Somewhat Relevant (SWR), Less
Relevant (LR) and Not Relevant (NR) with the score of 5,4,3,2 and 1, respectively.
The judges were also requested to make necessary modifications and additions or
deletion of statements, if they desired to. A total of 61 judges returned the
questionnaires duly completed and these were considered for further processing. From
the data gathered, ‘relevancy percentage’ and mean relevancy score’ were worked out
for all the 78 statements. Using these criteria, individual statements were screened for
relevancies using the following formulae.

i) Relevancy Percentage (RP): It was obtained by using the following formula

R.P. = MR×5 +R×4 + SWR×3 + LR×2+NR×1 x 100

Maximum possible score

ii) Mean Relevancy Score (MRS): It was worked out using the following formula

M.R.S. =MR×5 +R×4+ SWR×3 +LR×2+NR×1

No. of judges responded

Accordingly, statements having ‘relevancy percentage’ of 75 per cent and

above and mean relevancy score of 3.75 and above were considered for final
selection. Accordingly, 59 perception statements were retained after relevancy test
and these statements were suitably modified and written as per the comments of the
judges wherever applicable.

3.4.2.4 Item analysis

Fifty nine statements were subjected to item analysis to delineate the items
based on the extent to which they can differentiate the respondent having better
perception from the respondent with poor perception regarding social media for
agricultural development. A sample of 32 KVK scientists working in Idukki, Thrissur,

Social media for Agricultural development: Perception of KVK scientists 77

Ernakulam, Kozhikode and Wayanad districts of Kerala state were chosen for the
study. The respondents were asked to indicate their degree of agreement or
disagreement with each statement on a five-point continuum ranging from ‘strongly
agree’ to ‘strongly disagree’. Based upon the total scores, the respondents were
arranged in descending order. The top 25 per cent of the respondents with their total
scores were considered as the high group and the bottom 25 per cent as the low group.
These two groups provided criterion groups in terms of evaluating the individual
statements. Thus, out of 32 KVK scientists to whom the items were administered for
item analysis, eight scientists with highest and eight scientists with lowest scores were
used as criterion groups to evaluate individual items. The critical ratio, that is, the ‘t’
value which analyses the extent to which a given statement differentiates between the
better and poor groups of respondents for each statement, was calculated by using the
following formula:

t=

Where,

X̅H= The mean score on given statement of the high group

X̅L = The mean score on given statement of the low group

∑X2H = Sum of squares of the individual score on a given statement for high group

∑X2L = Sum of squares of the individual score on a given statement for low group

n = Number of respondents in each group

∑ = Summation

t = The extent to which a given statement differentiates between the high and low
groups.

After computing the ‘t’ value for all the 59 items, finally, 49 perception
statements with ‘t’ value equal to or greater than 1.67 were finally selected and
included in the final perception scale.

78 Dishant Jojit James, Ph. D. 2020

3.4.2.5 Reliability

Reliability refers to precision of the scale constructed for any purpose. A

reliability test will be reliable when it gives the same repeated result under the same
conditions. In any social science research, a newly constructed scale has to be tested
for its reliability before it is used. The split-half method was employed to test the
reliability of the perception scale. The value of correlation coefficient was 0.701 and
this was further corrected by using Spearman Brown formula to obtain the reliability
coefficient of the whole set.

The ‘r’ value of the scale was 0.824, which was significant at one per cent
level indicating the high reliability of the scale. It was concluded that the perception
scale constructed was reliable.

1) Half test reliability formula

r1/2=

Where,

∑X= Sum of the scores of the odd number items

∑Y = Sum of the scores of the even number items

∑X2= Sum of the squares of the odd number items

∑Y2 = Sum of the squares of the even number items

2) Whole test reliability formula

r11 =

Where,

r1/2= Half test reliability

Social media for Agricultural development: Perception of KVK scientists 79

3.4.2.6 Validity

It refers to how well a scale analyses what it is purported to measure. The data
was subjected to statistical validity, which was found to be 0.9077 for scale which is
greater than the standard requirement of 0.70. Hence, the validity coefficient was also
found to be appropriate and suitable for the tool developed. Thus, the developed scale
to analyze perception of KVK scientists regarding social media for agricultural
development was feasible and appropriate.

3.4.2.7 Administration of perception scale and method of scoring:

The final scale consists of 49 statements (Table 3) for determining the

perception of KVK Scientists. The response was collected on a five-point continuum,
namely, strongly agree, agree, undecided, disagree and strongly disagree with
assigned score of 5,4,3,2 and 1, respectively for positive statements and reverse
scoring, i.e., 1,2,3,4,5 respectively for negative statements (statements 23, 34, 44, 45,
46, 47, 48 and 49). The perception score of a respondent was calculated by adding up
the scores obtained by him/her on all items/statements. The perception score of this
scale ranges from a minimum of 49 to a maximum of 245. Based on the mean
(190.99) and half standard deviation (8.44), the respondents were categorized into
three perception categories, viz., poor, good and better. Higher score on this scale
indicates that the respondent has better perception regarding social media for
agricultural development.

Category Criteria Score

Poor < (Mean – ½ SD) Below 182.55
Good (Mean + ½SD) 182.55 to 199.43
Better > (Mean + ½ SD) Above 199.43

80 Dishant Jojit James, Ph. D. 2020

Table 3: Scale to analyze the perception of KVK scientists regarding social media
for agricultural development
Sl.
Perception statement Score
No.
I. Social media for knowledge and skill development SA A UD DA SD
1. Social media is a useful tool for learning about new
5 4 3 2 1
agricultural information.
2. Information by scientific fraternity on social media helps
5 4 3 2 1
farmers have a better understanding about agriculture.
3. Social media gives opportunities for agricultural
scientists to create content in order to promote learning 5 4 3 2 1
among farmers.
4. Scientists can get timely information about many
conferences, workshops and new publications using 5 4 3 2 1
social media.
5. New business opportunities can be discovered by
5 4 3 2 1
farmers while using social media.
6. Social media gives the farmers an opportunity to learn
5 4 3 2 1
from the experiences of their counterparts worldwide.
7. Social media are good platforms to portray the
indigenous knowledge of farmers and bring more ITKs 5 4 3 2 1
to the limelight.
II. Social media for mobilising farmers SA A UD DA SD
8. Social media are handy to indicate precise location of
5 4 3 2 1
farmer’s field, thus saving time.
9. Farmers can use social media to improve their income
5 4 3 2 1
from farms and other rural businesses.
10. Social media can provide information to farmers about
5 4 3 2 1
various traders and prices offered by them.
11. Processing firms can be contacted via social media, by
which shelf-life and price of agricultural produce can be 5 4 3 2 1
increased.
12. Finance options for agricultural activities can be made
5 4 3 2 1
available with the help of social media, by scientists.
13. Social media makes it certain that farmers can improve
5 4 3 2 1
their timing of getting crops to the market.
III. Social media for inclusion and accessibility SA A UD DA SD
Farmers can freely express their problems and felt needs
5 4 3 2 1
14. on social media.
15. Social media can bring together a collective voice and
5 4 3 2 1
attract policy makers’ attention to the issue being posted.
16. Social media gives a chance to farmers to become active
5 4 3 2 1
stakeholders of development efforts.
17. Farmers can gain easy access to specific sources of
5 4 3 2 1
information via social media.

Social media for Agricultural development: Perception of KVK scientists 81

18. Social media has been useful in finding new markets for
5 4 3 2 1
perishable crops like fruits and vegetables.
19. Farmers on social media can come together and help
5 4 3 2 1
each other in forming cooperative societies.
IV. Social media for professionalism SA A UD DA SD
20. It is more encouraging to work with a colleague who
uses social media for agricultural development than with 5 4 3 2 1
one who doesn’t.
21. The use of social media increases an agricultural
5 4 3 2 1
scientist’s professional competence.
22. Posts from co-farmers regarding their produce instil a
5 4 3 2 1
competitive spirit in farmers to perform better.
23. It is necessary for scientists to be technologically skilful
1 2 3 4 5
to use social media.
24. Scientists have to be actively involved in social media in
5 4 3 2 1
order to influence farmers positively.
25. Social media helps farmers to fine-tune their production
strategies to match the speedy rates of change in 5 4 3 2 1
consumer demand.
V. Social media for outreach SA A UD DA SD
26. With the help of social media, it is possible to increase
5 4 3 2 1
the accessibility of KVK scientists to more farmers.
27. Social media helps extension workers in gaining first-
hand experience of the living condition of the farmer and 5 4 3 2 1
farmer’s family.
28. Social media is an effective tool to bring together all the
stakeholders of Agricultural Knowledge Information 5 4 3 2 1
System.
29. Social media increases the online visibility of extension
5 4 3 2 1
websites, for quicker information dissemination.
30. Social media fosters communication and collaboration
between scientists regardless of their geographical 5 4 3 2 1
location.
31. Social media provides easy avenues to the scientists for
5 4 3 2 1
regularly reaching audiences related to agriculture.
VI. Social media for effectiveness SA A UD DA SD
32. Farmers heed more to the messages that the scientists
5 4 3 2 1
post on social media compared to other media.
33. Social media provides farmers the facility of direct,
instant communication with consumers, by avoiding 5 4 3 2 1
middlemen.
34. Social media lacks in verified and authentic scientific
1 2 3 4 5
information on agriculture to intervene with farmers.
35. The voice notes, photos, videos and text messages that
can be shared via social media have made modern 5 4 3 2 1
extension effectual.

82 Dishant Jojit James, Ph. D. 2020

36. Social media can be used to better analyse the real-time
5 4 3 2 1
situation of a farmer’s field in an effective manner.
37. Suppliers can use social media to conduct real-time
5 4 3 2 1
market research and identify consumer preferences.
VII. Social media for communication SA A UD DA SD
For agricultural scientists, communication has become
38. hassle-free, as managing contacts have become easier 5 4 3 2 1
with social media.
Professional communication via social media is more
39. popular among scientists when compared to informal 5 4 3 2 1
communication.
40. Social media strengthens up connections between
scientists in the virtual space when compared to 5 4 3 2 1
connections within the academic circle.
41. Dissemination of knowledge is faster through social
media than traditional mass media channels of extension 5 4 3 2 1
communication.
42. Less literate farmers can also interact with agricultural
5 4 3 2 1
scientists via social media.
43. Social media helps scientists in obtaining larger
5 4 3 2 1
feedback from the farmers.
VIII Drawbacks/ limitations of Social media SA A UD DA SD
44. Knowledge transferred through social media is valued
5 4 3 2 1
less by farmers than personal communication.
45. Negative comments and instant critical feedback
received in social media demotivates the agricultural 5 4 3 2 1
scientist.
46. Social media is not a silver bullet and should be
combined with traditional communication methods for 5 4 3 2 1
effective transfer of technology.
47. In rural areas, where internet connectivity is very poor,
social media is not a good solution for transferring 5 4 3 2 1
technology.
48. Encouraging participation of farmers in social media
interactions and ensuring their continuous engagement is 5 4 3 2 1
a tough task.
49. The large number of responses on social media causes
5 4 3 2 1
tiredness and stress

SA-Strongly Agree, A-Agree, UD-Undecided, D-Disagree, SD-Strongly Disagree

3.4.3 Extent of Utilization of social media

A preliminary survey was conducted using Google forms to know the usage of
social media by KVK scientists under the jurisdiction of University of Agricultural

Social media for Agricultural development: Perception of KVK scientists 83

Sciences, Bengaluru, as well as from scientists working in other KVKs of Karnataka,
Central Silk board, ISEC (Institute for Social and Economic Change, Bengaluru),
IGFRI (Indian Grassland and fodder Research institute, Jhansi) and CICR (Central
Institute for Cotton Research, Nagpur). Based on the preliminary survey, 11 social
media platforms were selected for the study, namely: Facebook, WhatsApp,
YouTube, Instagram, Twitter, Telegram, LinkedIn, Skype, Messenger, Quora and
Research Gate. Also, the scientists could enter information regarding other social
media, if they were using any.

Extent of utilization of social media is operationalized as the frequency of use

of selected social media in past five years, by the KVK scientists, for seeking and
dissemination of agricultural information, besides using social media for transfer of
technology, sharing success stories, communicating with other organisations, seeking
suggestions as well as for entertainment purpose. The scoring pattern followed for
using the social media are as follows:

Frequency of use Score

Not used 0
Very rarely (Used at least once in 6 months) 1
Rarely (Used at least once in a month) 2
Frequently (Used at least once in a week) 3
Very frequently (Used at least once a day) 4

Since no Scientist mentioned the use of any social media apart from those
mentioned in the questionnaire, the maximum score that could be obtained by a
respondent was 44 whereas the minimum score was 0. Based on the total score, the
respondents were classified into three categories namely ‘low’, ‘medium’ and ‘high’
by considering mean (17.52) and half standard deviation (3.31) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Below 14.22
Medium (Mean + ½SD) 14.22 to 20.83
High > (Mean + ½ SD) Above 20.83

84 Dishant Jojit James, Ph. D. 2020

3.5 Operationalization and measurement of independent variables

3.5.1 Age
Age refers to the number of calendar years completed by the KVK scientists at the
time of investigation. A score of one was assigned for each completed year.
Considering the actual number of years completed during the investigation, the
respondents were classified into young, middle and old age categories based on the
procedure followed by Chandargi (1996), which is given below.

Category Age (in Years)

Young Below 35
Middle 35-50
Old Above 50

3.5.2 Education

Education refers to the qualification of the KVK scientists with respect to the
highest educational degree completed as on the date of filling the response. The
respondents had to write their level of educational qualification in the questionnaire.
Ph.D. was allotted a score of 2, whereas M. Sc. / M. Tech. / M. Sc. / M. H. Sc. were
given score of 1.

3.5.3 Rural urban background

This variable was measured by adopting the procedure followed by

Ganesamoorthi (2005) with suitable modifications. Rural urban background is
operationalized as the educational background of the KVK Scientist from his/her
school level to Pre-University College and way up to Graduation level. There were
eleven statements for which the scientists had to mark their answer. A proportionate
weightage was given to each response. The details of items and the scoring procedure
adopted for the study are as follows:

Sl.No. Items Score

a) Location of High School
i. Rural 1
ii. Semi-urban 2
iii. Urban Area 3

Social media for Agricultural development: Perception of KVK scientists 85

 b) Location of PU College
i. Rural 1
ii. Semi-urban 2
iii. Urban Area 3
c) High school management
i. Government 1
ii. Private 2
d) PU college management
i. Government 1
ii. Private 2
e) Board to which PU College was affiliated
i. State Board 1
ii. CBSE 2
iii. ICSE 3
f) Time spent to reach PU College
i. Within 30 minutes 3
ii. Up to one hour 2
iii. More than one hour 1
g) Average number of students in PU class
i. Less than 20 3
ii. 20-50 2
iii. More than 50 1
h) Instructional resources in PUC
i. Radio 1
ii. Television 2
iii. Computer 3
iv. Laboratory 1
v. Library 2
i) Location of college of graduation
i. Rural 1

86 Dishant Jojit James, Ph. D. 2020

 ii. Semi-urban 2
iii. Urban Area 3

Based on the total score obtained by the respondents, they were categorised
into rural, semi-urban and urban on the basis of mean (18.76) and half standard
deviation (2.05).

Category Criteria Score

Rural < (Mean – ½ SD) Less than 16.71
Semi-urban (Mean + ½SD) 16.71 to 20.81
Urban > (Mean + ½ SD) More than 20.81

3.5.4 Job experience

It is operationalized as the number of years of service completed by the KVK

scientists in performing his/her job at the time of investigation. The respondents were
classified into three categories on the basis of mean (8.65) and half standard deviation
(2.72) as follows:

Category Criteria Score

Less < (Mean – ½ SD) Less than 5.93
Moderate (Mean + ½SD) 5.93 to 11.36
More > (Mean + ½ SD) More than 11.36

3.5.4.1 Social media experience

It is operationalized as the number of years that have passed since the

scientists first started using social media. The respondents were classified into three
categories on the basis of mean (5.52) and half standard deviation (1.93) as follows:

Category Criteria Score

Less < (Mean – ½ SD) Less than 3.59
Moderate (Mean + ½SD) 3.59 to 7.45
More > (Mean + ½ SD) More than 7.45

Social media for Agricultural development: Perception of KVK scientists 87

3.5.5 Job Satisfaction

In the present study, Job satisfaction or dissatisfaction is operationally defined

as a result of various attitudes the KVK scientist holds towards his/her job, job related
factors and life in general, in the past five years. The scale developed by Fazely
(2016) was used to empirically measure this independent variable. Fifteen
items/statements were administered to the respondents along with five point
continuum representing ‘very much satisfied, ‘satisfied’, ‘partially satisfied’,
‘dissatisfied’ and ‘very much dissatisfied’ with assigned score of 5,4,3,2 and 1,
respectively. The satisfaction score of a respondent was calculated by adding up the
scores obtained by an individual scientist on all items/statements. The satisfaction
score of this scale ranges from a minimum of 15 to a maximum of 75. Higher score on
the scale indicates that the respondents have higher level of satisfaction towards their
job. Based on the mean (50.56) and half standard deviation (5.49), the KVK scientists
were categorized into three categories viz., low, medium and high.

Category Criteria Score

Low < (Mean – ½ SD) Less than 45.07
Medium (Mean + ½SD) 45.07 to 56.05
High > (Mean + ½ SD) More than 56.05

3.5.6 Job performance

In this study, job performance is operationalized as the degree of efficiency

with which the different job duties (activities) were performed by the respondent as
the occupants of the post in the past five years. The job performance of KVK
scientists was measured by using the scale developed by Sundaraswamy (1987) with
suitable modifications. The scale consists of 7 items on a three point continuum,
namely, Always, Sometimes and Never with score of 3, 2, and 1, respectively. The
minimum and maximum score one could get was 7 and 21, respectively. The
performance score of all the job items was summed up to get the individual scores and
later categorized into low, medium and high levels based on mean (17.63) and half
standard deviation (1.73).

88 Dishant Jojit James, Ph. D. 2020

 Category Criteria Score
Low < (Mean – ½ SD) Less than 15.90
Medium (Mean + ½SD) 15.90 to 19.36
High > (Mean + ½ SD) More than 19.36

3.5.7 Achievement motivation

It is defined as the degree to excel regardless of social rewards. It is the desire

to do well not so much for the sake of social recognition or prestige, but to attain an
inner feeling of personal accomplishment. In the present study, the achievement
motivation is defined as the value associated with an individual that drives him/her to
excel in his/ her job and there by attain a sense of personal accomplishment. The
achievement motivation scale developed by Singh (1978) was used in the present
study. The scale has six statements. The statements 1, 3, 4 and 6 were grouped under
positive statements with scores of 2, 1 and 0 for three alternative answers viz., ‘agree’,
‘undecided’ and ‘disagree’. The negative statements were 2 and 5 and reverse scoring
of 0, 1 and 2 was followed for alternate answers. The total scores of the respondents
indicate the level of achievement motivation they had. The total score ranged from 0
to 12.

Based on the total score obtained by the extension functionaries, they were
categorized as low, medium and high based on mean (7.99) and half standard
deviation (0.93) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Less than 7.06
Medium (Mean + ½SD) 7.06 to 8.92
High > (Mean + ½ SD) More than 8.92

3.5.8 Innovative proneness

It refers to the behavioural pattern of an individual who has interest and desire
to seek changes in extension techniques and is ready to introduce such changes which
are practical and feasible. For quantifying this variable, the scale developed by
Moulik (1965) was made use in the present study. The scale consists of seven

Social media for Agricultural development: Perception of KVK scientists 89

statements. The responses for the statements were obtained on a two point continuum
viz., most like and least like. A score of 2 was assigned to ‘most like’ and score 1 for
‘least like’ response. Statements 3, 5 and 6 were negative statements with reverse
scoring of 1 and 2 respectively. The final scoring was arrived by summing up the
scores of ‘most like’ statements and ‘least like’ statements.

The scores ranged from 7 to 14. Later, based on the total score, the
respondents were categorized into ‘low’, ‘medium’ and ‘high’ by considering the
mean (10.32) and half standard deviation (0.82) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Below 9.50
Medium (Mean + ½SD) 9.50 to 11.13
High > (Mean + ½ SD) Above 11.13

3.5.9 Scientific orientation

It is the degree to which an individual is oriented towards the use of scientific

methods in teaching and decision making. The scientific orientation scale developed
by Supe (1969) was used with suitable modifications. Six statements existed in the
scientific orientation scale. The scores assigned for positive statements are 3 for agree
(A), 2 for undecided (UD) and 1 for disagree (DA). For negative statement (statement
number 2), the scores given was reversed. Hence, the maximum possible score one
could get was 18 and minimum possible score was 6. Based on the total score, the
respondents were categorized into ‘low’, ‘medium’ and ‘high’ by considering the
mean (14.88) and half standard deviation (1.22) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Below 13.66
Medium (Mean + ½SD) 13.66 to 16.10
High > (Mean + ½ SD) Above 16.10

3.5.10 Perceived work load

It is the degree to which the respondents have comprehended the nature and
quantum of work and its relation to the quality of their performance, in the past five

90 Dishant Jojit James, Ph. D. 2020

years. This variable was operationalized by using the scale developed by Kirmeyer
and Dougherty (1988). The scale had four statements rated on a five point continuum
viz., ‘Strongly Agree’, ‘Agree’, ‘Undecided’,’ Disagree’, and ‘Strongly Disagree’
with scores of 5,4,3,2 and 1, respectively. Respondents were asked to choose from
this five point continuum. The maximum possible score one could get was 20 and
minimum possible score was four.

The respondents were grouped into three categories viz., low, medium and
high level by taking mean (14.42) and half standard deviation (1.95) as a measure of
check.

Category Criteria Score

Low < (Mean – ½ SD) Less than 12.48
Medium (Mean + ½SD) 12.48 to 16.37
High > (Mean + ½ SD) More than 16.37

3.5.11 Job involvement

It refers to the degree to which the respondents psychologically identify

themselves with their work or what their feeling is about the importance of their work,
in the past five years. Job involvement was quantified by using the scale developed by
Lodahl and Kejner (1965). The scale consisted of 16 job involvement statements.
Against each statement, five response categories were provided viz., ‘Strongly
Agree’, ‘Agree’, ‘Undecided’,’ Disagree’, and ‘Strongly Disagree’ with scores of
5,4,3,2 and 1, respectively. The scoring was reversed for negative statements (6, 10,
11, 12, 13, 14 and 15). The maximum score the respondent could obtain was 80 and
minimum score was 16. Based on the total score obtained, the respondents were
categorized into ‘low’, ‘medium’ and ‘high’ by considering the mean (52.22) and half
standard deviation (5.46) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Less than 46.76
Medium (Mean + ½SD) 46.76 to 57.67
High > (Mean + ½ SD) More than 57.67

Social media for Agricultural development: Perception of KVK scientists 91

3.5.12 e-readiness

e-readiness is operationally defined in the present study as the readiness or

preparedness of KVK scientists to use various forms of ICTs, electronic services and
modern media in their daily life. The procedure followed by Arun Babu (2005) was
used to measure e-readiness, with suitable modifications. The tool used for the study
has six major categories namely: e-access (connectedness and internet usage), e-
literacy, e-experience, e-business, e-governance and e-willingness. This tool provided
a grid with different stages of development for each of the categories and their sub
dimensions. The respondents were asked to mark the stage they fit into, according to
their perception. They could select multiple options wherever necessary. The scoring
pattern is as follows:
Sl.
Category Score
No.
1. e- Access
1. a) Connectedness
i. I have internet connection in my home 2
ii. I have internet connection in my office 1
iii. I have laptop/computer in my home 2
iv. I have laptop/computer in my office 1
v. I have smartphone with net connectivity 1
1. b) Internet usage
I am using internet daily (in laptop/ computer/
i. 1 score
mobile)
My daily internet usage in smart phone is < 1 GB (1 score)
ii. _____ 1-2 GB (2 score)
(*If smartphone is owned) > 2 GB (3 score)
< 2 hours (1 score)
I use the internet for _____ hours on an
iii. 2-5 hours (2 score)
average, everyday
> 5 hours (3 score)
2. e-Literacy
I keep myself updated regarding modern media
i. 2
and its usage
I am not much aware about modern media or
ii. 1
its uses
I am totally unaware about modern media or its
iii. 0
uses

92 Dishant Jojit James, Ph. D. 2020

3. e- Experience
I am not using any Information and
i. 0
Communication Technologies (ICTs)
ii. I have started using ICTs recently 1
iii. I have been using ICTs for a long time 2
4. e-Business
I have placed an order through Amazon/ Never ordered (0 score)
i. Flipkart or any e-commerce website ________ 1-5 times (1 score)
times in the last year > 5 times (2 score)
Never transacted (0 score)
I have made fund transfer (net banking)
ii. 1-5 times (1 score)
________ times in the last year
> 5 times (2 score)
Never done (0 score)
I’ve made TV/ mobile recharges or paid bills
iii. 1-5 times (1 score)
on the internet _______ times in the last year
> 5 times (2 score)
5. e-governance
I am using e-governance services like e-Tax, e-
i. Aadhar, e-stamping, e-signature, Fast Tag etc. 3
regularly
ii. I used e-governance services occasionally 2
I know about e-governance and about the
iii. 1
services offered online, but am not using
iv. I am not aware about e-governance services 0
6. e-willingness
I am willing to use ICTs/ modern media even if
i. 3
they are paid services
I am moderately willing to use ICTs/ modern
ii. 2
media if they are paid services
I am willing to use ICTs/ modern media only if
iii. 1
the services are free
iv. I am not willing to use ICTs/ modern media 0

Based on the score obtained by the respondents, they were grouped into ‘low’,
‘medium’ and ‘high’ by considering the mean (24.19) and half standard deviation
(2.10) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Less than 22.09
Medium (Mean + ½SD) 22.09 to 26.28
High > (Mean + ½ SD) More than 26.28

Social media for Agricultural development: Perception of KVK scientists 93

3.5.13 Organizational climate

Letwin and Stringer (1968) defined organizational climate as the perceived,

subjective effect of the formal system, the informal style and other environment of
people who work in a particular organization. In the present study, it is
operationalized as the level of perception of KVK scientists about the degree of
favourableness with respect to the organizational procedures, policies and practices of
KVK(s) they worked for in the past five years. The scale developed by Kolb et al.
(1974) was used for measuring this variable. The instrument consisted of seven items
involving different dimensions of organizational climate and rated on a five point
continuum namely strongly agree, agree, undecided disagree and strongly disagree
with a score of 5, 4. 3, 2, and 1 score, respectively for positive statements and the
scoring pattern is reversed for the first statement which is negative statement. The
sum of the scores for all items formed the total score of a respondent. The maximum
and minimum scores, an individual could attain was 35 and 7 respectively. The
respondents were categorized into three groups namely ‘low’, ‘medium’ and ‘high’ on
the basis of mean (24.76) and half standard deviation (3.08) as a measure of check.

Category Criteria Score

Low < (Mean – ½ SD) Less than 21.68
Medium (Mean + ½SD) 21.68 to 27.85
High > (Mean + ½ SD) More than 27.85

3.5.14 Competition orientation

It is referred as the degree to which an individual is inclined to use competitive

methods in training and other related tasks. Competition orientation was measured
based on the six statements. The responses for each statement were rated on two point
continuum, viz., “Yes and No” with the scores of 1 and 0 for positive statements and
0 and 1, for negative statements, respectively. Statements 3 and 6 were negative
statements. The possible score ranged from 0 to 6. Higher score reveals better
orientation towards competition in various activities conducted/ tasks performed by
the KVK scientists. Further the respondents were classified as low, medium, and high
based on mean (3.73) and half standard deviation (0.60).

94 Dishant Jojit James, Ph. D. 2020

 Category Criteria Score
Low < (Mean – ½ SD) Less than 3.13
Medium (Mean + ½SD) 3.13 to 4.33
High > (Mean + ½ SD) More than 4.33

3.5.15 Awards/Recognition received

It refers to the awards/ recognition received by the KVK scientists in the past
five years. The respondents had to write the number and type of awards/recognition
received them during the previous five years. The scoring pattern was as follows:
Category Score
International award 6
National award 5
State level award 4
University level award 3
Professional Society award 2
Others 1

Finally, a composite score was obtained by summing up the score for each
category. Later the respondents were categorized into three groups as low, medium
and high levels based on mean (4.05) and half standard deviation (2.57).

Category Criteria Score

Low < (Mean – ½ SD) Less than 1.48
Medium (Mean + ½SD) 1.48 to 6.62
High > (Mean + ½ SD) More than 6.62

3.5.16 Abroad exposure

It is the degree of abroad exposure or countries visited by the KVK scientists

with respect to scientific purpose or otherwise. The respondents were asked to give
their frequency of visits during the previous five years. Scoring pattern was two for
each time of visit to the countries for scientific purpose and one for general

Social media for Agricultural development: Perception of KVK scientists 95

tours/visits. The individual score was obtained by summing up the scores. Based on
the mean (0.63) and half standard deviation (0.51) the respondents were grouped in to
three categories as detailed below.

Category Criteria Score

Low < (Mean – ½ SD) Less than 0.12
Medium (Mean + ½SD) 0.12 to 1.14
High > (Mean + ½ SD) More than 1.14

3.5.17 Field Activities conducted

This independent variable is operationally defined as the number of field

activities conducted by the KVK scientist in his/her overall career. The field activities
include On-farm trials (OFTs), method demonstrations, result demonstrations, Front-
line demonstrations (FLDs), field days, exhibitions, film shows, group meetings,
diagnostic visits, campaigns (soil health, seed treatment, animal husbandry etc.),
Farmers’ Field School (FFS), Farmers’ workshop and Farmers’ seminar. It also
includes the number of training programmes conducted on and off campus by the
KVK scientists in his/her overall career, like training for farmers, training for rural
youth, training for extension personnel and vocational training programmes for
farmers and rural youth.

A score of one was given for each of the activities/ trainings conducted.
Individual score was obtained by summing up the scores of each activity/training.
Based on the total score obtained, the respondents were categorized into ‘less’,
‘moderate’ and ‘more’ by considering the mean (268.79) and 0.25 standard deviation
(133.49) as a measure of check.

Category Criteria Score

Less < (Mean – ½ SD) Less than 135.30
Moderate (Mean + ½SD) 135.30 to 402.28
More > (Mean + ½ SD) More than 402.28

96 Dishant Jojit James, Ph. D. 2020

3.5.18 Mass media utilization

It was operationalized as the extent to which different mass media were used
for acquiring information by the respondents, in the past five years. The procedure
followed by Nagananda (2005) was used for empirical quantification of this variable.
The description of the items and scoring procedure is given below.

Sl.No. Items Scores

a) News paper
Subscriber 1
Non-subscriber 0
Read daily 2
Read occasionally 1
Never read 0
b) Radio
Owned 1
Non-owned 0
Listened regularly 2
Listened occasionally 1
Never listened 0
Each radio talk given by respondent 1
c) Television
Owned 1
Non-owned 0
Viewed regularly 2
Viewed occasionally 1
Never viewed 0
Each programme that the respondent participated/
1
involved in production
d) Farm magazines and other publications
Subscriber 1
Non-subscriber 0
Read daily 2

Social media for Agricultural development: Perception of KVK scientists 97

 Read occasionally 1
Never read 0

The scores obtained by respondents on all the above items were summed up to
obtain the mass media utilization score. Based on the final scores obtained, the
respondents were categorised as ‘less’, ‘moderate’ and ‘more’ using mean (40.14) and
half standard deviation (12.17) as a measure of check.

Category Criteria Score

Less < (Mean – ½ SD) Less than 27.97
Moderate (Mean + ½SD) 27.97 to 52.30
More > (Mean + ½ SD) More than 52.30

3.5.19 Trainings received

It was operationalized as the acquisition of knowledge and skills by the

respondents which are characterized by pre- service and in-service training. The
scores assigned to the respondents who received training under various levels/duration
are as follows:
Sl. Level of training
Duration Score
No. undergone
< 1 week 1
State level 1 week- 2
1. 2
weeks
>2 weeks 3

< 1 week 2
National Level 1 week- 2
2. 3
weeks
>2 weeks 4

< 1 week 3
1 week- 2
3. International level 4
weeks
>2 weeks 5

Number of trainings that the scientist had received under each category was
multiplied with the score allotted based on duration. Finally a composite score was

98 Dishant Jojit James, Ph. D. 2020

obtained by summing the score for each item category. Later the respondents were
categorized into three groups as low, medium and high levels of training received
based on mean (11.23) and half standard deviation (5.19).

Category Criteria Score

Low < (Mean – ½ SD) Less than 6.04
Medium (Mean + ½SD) 6.04 to 16.42
High > (Mean + ½ SD) More than 16.42

3.5.20 Number of publications

It refers to the number of works published by the respondents during past five
years, in national and international journals including the research papers, research
notes, abstracts, popular articles/short communication, books and
leaflets/folders/bulletins. The respondents were classified into seven categories as
mentioned below based on the nature of publication:

Sl. No. Publication Score

1. Research paper (published in International Journal) 3
2. Research paper (published in National Journal) 2
3. Abstract (published in International Journal) 1
4. Abstract (published in National Journal) 0.5
5. Books/ Compendiums/ Reports 2
6. Leaflets / Folders / Bulletins/ Newsletters/ Posters 1
7. Popular articles/Short communication 0.5

Finally, a composite score was obtained by summing the score for each item
category. Later the respondents were categorized into three groups as less, moderate,
and more publication levels based on mean (35.41) and half standard deviation
(11.64).

Category Criteria Score

Less < (Mean – ½ SD) Less than 23.77
Moderate (Mean + ½SD) 23.77 to 47.05
More > (Mean + ½ SD) More than 47.05

Social media for Agricultural development: Perception of KVK scientists 99

3.5.21 Participation in seminars/ conferences

It is the degree of participation of KVK scientists in seminars/conferences at

both national and international level. The respondents were asked to give their degree
of participation during the last five years. A score of two for each time of attending in
international seminar/conference and one for national level was considered in the
study. The individual score was obtained by summing up the scores. Based on the
mean (4.10) and half standard deviation (0.90) they were grouped in to three
categories as detailed below:

Category Criteria Score

Low < (Mean – ½ SD) Less than 3.20
Medium (Mean + ½SD) 3.20 to 5.00
High > (Mean + ½ SD) More than 5.00

3.6 Purpose of utilization of social media

Purpose of utilization of social media is operationalized as the activity/

activities for which social media was being used by the KVK scientists. The
respondents had to put a tick in the table provided in the questionnaire on the
activities they performed using various selected social media. The activities included
seeking and dissemination of agricultural information, transfer of technology,
acquiring skills pertaining to agricultural practices, sharing success stories,
communication with other organizations, seeking suggestions, publicising/ rapport
building and entertainment.

3.7 Type of information disseminated using social media

It was operationalized as the different types of information disseminated by

the KVK scientists, like availability of agricultural inputs and subsidies, agricultural
machinery/ tools/ equipment, labour availability, land preparation, seed treatment,
sowing/ transplanting, integrated nutrient management, integrated pest management,
integrated disease management, herbicide application, inter-cultivation, soil and water
conservation, harvesting and post-harvest management, market demands/ avenues,
transportation of produce to market, climate/weather/ market forecast, nearby SHGS/
FIGs, agricultural development programmes, farming systems, and date and venue of

100 Dishant Jojit James, Ph. D. 2020

trainings/ demonstrations. A three point continuum was given namely, ‘majority of
the times’, ‘sometimes’ and ‘not at all’ with scores of 2, 1 and 0 respectively.

3.8 Constraints faced by KVK scientists in using social media for agricultural
development

The respondents had to indicate the constraints they faced while using social
media for agricultural development. The constraints were grouped and responses were
pooled together. Constraints were ranked with the frequency of respondents
expressing same constraint.

3.9 Suggestions of KVK scientists in using social media for agricultural

development

Suggestions of KVK scientists to enhance the use of social media for

agricultural development were also sought and are expressed in terms of frequencies
and percentage.

3.10 Collection of data

The questionnaire was developed in line with the objectives of the research
study. The questionnaire developed was thoroughly corrected by the Chairperson and
advisory committee members of the researcher. KVK Scientists of ATARI zones X
and XI were chosen as respondents for the study. Data was collected from 161 KVK
scientists through personal visits to KVKs as well as using mailed questionnaires.

3.11 Analysis of data

The data collected from the respondents were scored, tabulated and analysed
using frequency, mean, standard deviation, Chi-square test, correlation test, multiple
regression analysis, Principal component analysis and Path analysis.

3.11.1. Frequency

Frequency was employed to know the distribution pattern of the KVK

scientists into the different categories of a variable. It was measured as the number of
respondents or responses in a particular category.

Social media for Agricultural development: Perception of KVK scientists 101

3.11.2. Percentage

Percentage was used for standardization of size of responses per hundred of

such measurement.
Percentage = Score obtained x 100
Total obtainable score

3.11.3. Arithmetic mean

It is defined as the sum of all values of the observations divided by the total
number of observations. It was used for the categorization of respondents on all the
variables of the study.

3.11.4 Standard deviation (SD)

It is the positive square root of the squared deviations taken from the
arithmetic mean. It was used to find out the variation in the scores on variables and
categorization of respondents. Both mean and standard deviation were used to classify
the respondents into low, medium and high level as follows.

Category Criteria
Low <(Mean - 1/2 SD)
Medium (Mean ± 1/2 SD)
High >(Mean + 1/2 SD)

3.11.5. Chi- square test

The chi-square test was applied to measure the association between

independent (personal, socio-economic, psychological and communication
characteristics of KVK scientists) and dependent variables (knowledge regarding
social media, perception regarding social media for agricultural development and
extent of utilization of social media).

3.11.6 Correlation test

Correlation test was used to calculate r-value, which facilitated to know the
relationship between dependent variables (knowledge regarding social media,

102 Dishant Jojit James, Ph. D. 2020

perception regarding social media for agricultural development and extent of
utilization of social media) and independent variables (21 variables).

3.11.7 Multiple regression analysis

It was used to measure the extent of the combined effect of independent

variables (personal, socio-economic, psychological and communication characteristics
of KVK scientists) on dependent variables (knowledge regarding social media,
perception regarding social media for agricultural development and extent of
utilization of social media). Further, R2 was used to assess the level of contribution of
independent variables towards dependent variables under study.

3.11.8. Path analysis

Path analysis was applied to find out the quantitative interpretation of direct
and indirect effects of independent factors on knowledge regarding social media,
perception regarding social media for agricultural development and extent of
utilization of social media. Path co-efficient reflects the amount of direct contribution
of a given variable on other variables when effects of other related variables are taken
into account. The direct path co-efficient follows the order of magnitude of partial
regression co-efficient of the variables. The direct co-efficients are comparable.

Social media for Agricultural development: Perception of KVK scientists 103

 IV. RESULTS AND DISCUSSION

The research findings have been presented through data analysis using
relevant statistical tools related to the specific objectives and methodology of the
study. Results of the present study are presented under the following sub headings:

4.1 Personal, socio-economic, psychological and communication characteristics of

KVK Scientists

4.2 Knowledge level of KVK Scientists regarding social media

4.3 Perception of KVK Scientists regarding social media for agricultural

development

4.4 Extent of utilization of social media by the KVK scientists

4.5 Purpose of utilization of social media by KVK scientists and type of

information disseminated

4.6 Association between knowledge regarding social media and perception of KVK
scientists regarding social media for agricultural development

4.7 Association between knowledge level of KVK scientists regarding social media
and extent of utilization of social media

4.8 Association between perception of KVK scientists regarding social media for
agricultural development and extent of utilization of social media

4.9 Relationship of personal, socio-economic, psychological and communication

characteristics of KVK scientists with their knowledge, perception and
extent of utilization of social media

4.10 Extent of contribution of personal, socio-economic, psychological and

communication characteristics of KVK scientists on knowledge, perception and
extent of utilization of social media

4.11 Direct, indirect and largest indirect effect of selected personal, socio-economic,
psychological and communication characteristics of KVK scientists on
knowledge, perception and extent of utilization of social media

4.12 Constraints faced by KVK scientists during use of social media for agricultural
development

Social media for Agricultural development: Perception of KVK scientists 104

4.13 Suggestions for effective utilization of social media as perceived by the KVK
scientists

4.1 Personal, socio-economic, psychological and communication characteristics

of KVK scientists

4.1.1 Age of KVK scientists

Table 4 presents the data on the personal, socio-economic, psychological and

communication characteristics of KVK scientists. Table 4 reveals that a larger
proportion (70.19%) of the KVK scientists belonged to middle age group, followed by
young age group (18.01%) and old age group (11.80%). Majority of the scientists in
the present study are in the middle and young age groups. Almost identical findings
were delineated by Bite and Anand (2017), Anil (2018), Ayushi (2018) and Noor et
al. (2018).

4.1.2 Education of KVK scientists

Table 4 revealed that nearly half (45.96%) of respondents had educational

qualification as PhD. (Agri.), followed by 39.13 per cent of respondents with
qualification as MSc.(Agri.), 7.45 per cent with Masters in Veterinary Science, 4.35
per cent who had Masters in Horticultural Science and finally, 3.11 per cent with M.
Tech in Agricultural Engineering. It can be noticed that all the KVK scientists have
very good educational qualifications, having completed their Post-graduation or
above. More or less identical findings were put forth by Collins et al. (2016), Dorcas
et al. (2017) and Rohan (2018).

4.1.3 Rural urban background of KVK scientists

It was found that a greater number (41.61%) of the KVK scientists belonged to
semi-urban background, followed by urban (32.92%) and rural (25.47%) backgrounds
respectively. Since larger number of agricultural scientists in the present study are
from semi-urban to urban backgrounds, they have a fair chance of knowing and using
modern technologies like internet and social media. Comparable findings were
revealed by Adeel Afzal et al. (2016).

105 Dishant Jojit James, Ph. D. 2020

4.1.4.1 Job experience of KVK scientists

Table 4 shows the results which reveal that 47.20 per cent respondents had
moderate job experience, followed by less (27.95%) and more (24.85%) job
experience respectively. Similar findings were reported by Ashok (2014).

Table 4: Personal, socio-economical, psychological and communication

characteristics of KVK scientists (n=161)
Sl. KVK Scientists
Characteristics Category
No. Number Per cent
Young 29 18.01
1. Age Middle 113 70.19
Old 19 11.80
M.Tech. (Agri.
5 3.11
Engineering)
MHSc. 7 4.35
2. Education
MVSc. 12 7.45
M.Sc.(Agri) 63 39.13
Ph.D. (Agri.) 74 45.96
Rural 41 25.47
3. Rural urban background Semi-urban 67 41.61
Urban 53 32.92
Less 45 27.95
i) Job experience Moderate 76 47.20
More 40 24.85
4.
Less 65 40.37
ii) Social media experience Moderate 54 33.54
More 42 26.09
Low 47 29.19
5. Job satisfaction Medium 54 33.54
High 60 37.27
Low 40 24.85
6. Job performance Medium 57 35.40
High 64 39.75
Low 68 42.24
7. Achievement motivation Medium 42 26.09
High 51 31.67
Low 44 27.33
8. Innovative proneness Medium 87 54.04
High 30 18.63
Low 28 17.39
Medium 103 63.98
9. Scientific orientation
High
30 18.63

Social media for Agricultural development: Perception of KVK scientists 106

 Low 39 24.22
10. Perceived work load Medium 61 37.89
High 61 37.89
Low 35 21.74
11. Job involvement Medium 66 40.99
High 60 37.27
Low 41 25.47
12. e-readiness Medium 48 29.81
High 72 44.72
Low 48 29.82
13. Organizational climate Medium 38 23.60
High 75 46.58
Low 71 44.10
14. Competition Orientation Medium 50 31.06
High 40 24.84
Low 63 39.13
Awards/ recognition
15. Medium 72 44.72
received
High 26 16.15
Low 103 63.98
16. Abroad exposure Medium 30 18.63
High 28 17.39
Less 96 59.63
17. Field activities conducted Moderate 29 18.01
More 36 22.36
Low 77 47.83
18. Mass media utilization Medium 35 21.74
High 49 30.43
Less 70 43.48
19. Trainings received Moderate 54 33.54
More 37 22.98
Less 43 26.71
20. Number of publications Moderate 84 52.17
More 34 21.12
Low 64 39.75
Participation in seminars/
21. Medium 65 40.37
conferences
High 32 19.88

4.1.4.2 Social media experience of KVK scientists

It was revealed in the results of Table 4 that nearly two-fifth (40.37%) of the
KVK scientists had less social media experience, followed by moderate (33.54%) and
more (26.09%) social media experience. Though 72.05 per cent KVK scientists had
moderate to more experience in their field of work, 73.91 per cent of respondents had
less to moderate social media experience, possibly because social media was

107 Dishant Jojit James, Ph. D. 2020

introduced to the mainstream daily life and professionalism in the second half of
second decade of twenty-first century.

4.1.5 Job satisfaction of KVK scientists

Table 4 depicts that 37.27 per cent of KVK scientists had high job satisfaction,
while nearly one-third (33.54%) of respondents had a medium level of job satisfaction
and 29.19 per cent respondents had job satisfaction in the low level category. Similar
findings were reported by Samartha et al. (2014) and Naga and Satyavathi (2017).

4.1.6 Job performance of KVK scientists

A larger portion of respondents had high level of job performance (39.75%),

subsequently medium (35.40%) and low (24.85%) levels in their job performance,
respectively. Findings akin were inked by Dorcas et al. (2017).

4.1.7 Achievement motivation of KVK scientists

Table 4 depicts that nearly two-fifth (42.24%) of respondents were possessing

low achievement motivation followed by 31.67 per cent with high level of
achievement motivation and 26.09 per cent respondents with low level of
achievement motivation. Similar findings were reported by Tanweer (2015).

4.1.8 Innovative proneness of KVK scientists

Majority (54.04%) of KVK scientists possessed medium level of innovative

proneness followed by 27.33 per cent who had low level of innovative proneness and
18.63 per cent with high level of innovative proneness. Identical findings were ensued
by Ashok (2014) and Preethi (2015).

4.1.9 Scientific orientation of KVK scientists

Table 4 provides results that depict that a major proportion (63.98%) of the
KVK scientists had medium scientific orientation, followed by high (18.63%) and low
(17.39%) levels of scientific orientation respectively. Somewhat identical findings
were put forth by Abdul (2016) and Nagaraj et al. (2018).

Social media for Agricultural development: Perception of KVK scientists 108

4.1.10 Perceived workload of KVK scientists

It was found that an equal proportion of the KVK scientists (37.89%) had
medium and high levels of perceived workload respectively, whereas 24.22 per cent
KVK scientists had low level of perceived workload. One of possible explanations for
this result is that stress level among KVK scientist may be contributed by factors such
as excessive work pressure, personal problems and family problems, as reported by
Rahim et al. (2016).

4.1.11 Job involvement of KVK scientists

Table 4 reveals that nearly two-fifth (40.99%) of the KVK scientists had
medium level of job involvement, followed by 37.27 per cent who had high level of
job involvement and 21.74 per cent who had low level of job involvement. Almost
similar findings were reported by Mishra et al. (2011).

4.1.12 e-readiness of KVK scientists

Table 4 gives a clear picture that a greater proportion (44.72%) of the KVK
scientists had high level of e-readiness, 29.81 per cent had medium level of e-
readiness and 25.47 per cent had low level of e-readiness.

4.1.13 Organizational climate of KVK scientists

Table 4 depicts that 46.58 per cent of KVK scientists had high level of
organizational climate whereas 29.82 per cent of the respondents had low level of
organizational climate and the remaining 23.60 per cent of the respondents had
medium level of organizational climate.

4.1.14 Competition orientation of KVK scientists

The results in Table 4 depicted that 44.10 per cent of the KVK scientists had
low level of competition orientation, whereas 31.06 per cent had medium level of
competition orientation and 24.84 per cent of respondents had a high level of
competition orientation.

109 Dishant Jojit James, Ph. D. 2020

4.1.15 Awards/ recognition received by KVK scientists

Careful perusal of Table 4 reveals that 44.72 per cent of the respondents
received medium level of awards/ recognition, whereas 39.13 per cent respondents
had received low level of awards/ recognition and 16.15 per cent scientists had
received high level of awards/ recognition. When the KVK scientists are rewarded or
provided with recognition, it should reflect the organizational objectives and the fair
contribution of his/her efforts to achieve high performance, as reported by Randell
(2014).

4.1.16 Abroad exposure of KVK scientists

Table 4 reveals that majority (63.98%) of respondents possessed low level of

abroad exposure whereas 18.63 per cent KVK scientists possessed medium of abroad
exposure and 17.39 per cent respondents had high level of abroad exposure.

4.1.17 Field activities conducted by KVK scientists

It was observed from findings in Table 4 that almost three-fifth (59.63%) of

the KVK scientists had conducted less number of field activities; whereas 22.36 per
cent of the respondents conducted higher number of field activities and 18.01 per cent
had conducted moderate number of field activities. The standard deviation of the
number of field activities conducted by the KVK scientists was 133.49 as a score of
one was allotted to each field activity or training conducted by the scientists. Thus, a
scientist who conducted more than 500 method demonstrations and two training
programmes would receive a score of 502 whereas the scientist who conducted 100
method demonstrations and twenty trainings received a score of 120. Thus, it can be
suggested that future researchers can give more weightage for training programmes
conducted by the KVK scientist so that the range of scores obtained as well as the
deviation in scoring pattern may be minimised to a greater extent.

4.1.18 Mass media utilization of KVK scientists

Nearly half (47.83%) of respondents possessed low level of mass media

utilization, whereas 30.43 per cent respondents had high level of mass media
utilization and 21.74 per cent respondents had medium level of mass media

Social media for Agricultural development: Perception of KVK scientists 110

utilization. However, the results are found to be contradicting with findings of
Halasangi and Swamy (2012).

4.1.19 Trainings received by KVK scientists

It can be visualised from the Table 4 that 43.48 per cent KVK scientists
received less number of trainings, followed by 33.54 per cent of respondents who
received moderate number of trainings and 22.98 per cent of respondents who
received more number of trainings.

4.1.20 Number of publications of KVK scientists

A majority (52.17%) KVK scientists had moderate number of publications to

their credit, followed by 26.71 per cent KVK scientists who had less number of
publications and 21.12 per cent of respondents who had more number of publications.

4.1.21 Participation in seminars/ conferences by KVK scientists

Table 4 depicts that slightly more than two-fifth (40.37%) of respondents

possessed medium level of participation in seminars/conferences, whereas 39.75 per
cent of KVK scientists possessed low level of participation in seminars/conferences
and the remaining 19.88 per cent of KVK scientists had high level of participation in
seminars/ conferences.

Summarising findings of Table 4, it can be stated that a greater proportion of

the KVK scientists were of middle age (70.19%), studied up to Ph.D. (Agri.) degree
(45.96%), having more job experience (47.20%) with semi-urban background
(41.61%). A larger number of KVK scientists possessed high level of job satisfaction
(37.27%), high level of job performance (39.75%), low level of achievement
motivation (42.24%), medium level of innovative proneness (54.04%), scientific
orientation (63.98%), perceived work load (37.89%), job involvement (40.99%), high
level of e-readiness (44.72%), organisational climate (46.58%) and low level of
competition orientation (44.10%). Comparatively larger proportion of scientists
possessed medium level of awards/ recognition (44.72%), low abroad exposure
(63.98%), had conducted less number of field activities (59.63%), had low mass
media utilization (47.83%), with less number of trainings received (43.48%),

111 Dishant Jojit James, Ph. D. 2020

moderate number of publications (52.17%) and medium participation in seminars/
conferences (40.37%).

4.2 Knowledge level of KVK Scientists regarding social media

4.2.1 Knowledge of KVK Scientists regarding individual social media

The results in Table 5 provide the conclusive evidence regarding knowledge

of KVK scientists regarding selected individual social media. A great majority
(67.70%) of the KVK scientists possessed complete knowledge regarding WhatsApp
whereas 55.90 per cent respondents had complete knowledge regarding YouTube,
52.80 per cent respondents had complete knowledge regarding Facebook, 48.45 per
cent respondents had complete knowledge regarding ResearchGate, 41.61 per cent
had complete knowledge regarding Twitter, 40.37 per cent had complete knowledge
regarding LinkedIn, 33.54 per cent complete knowledge regarding Messenger, 29.81
per cent had complete knowledge on Telegram, 26.09 per cent had complete
knowledge on Skype, 20.50 per cent respondents had complete knowledge on
Instagram and only 14.91 per cent KVK scientists had complete knowledge regarding
Quora.

A close view at the results of Table 5 also reveals that 42.24 per cent
respondents had partial knowledge regarding Facebook, followed by Skype (38.51%),
Telegram (36.65%), Instagram (34.78%), LinkedIn (34.16%), YouTube (32.92%),
WhatsApp (29.19%), Quora (27.33%), ResearchGate (26.71%), Messenger (25.67%)
and Twitter (24.23%). The results in Table 1 further revealed that 57.76 per cent KVK
scientists had no knowledge regarding Quora, whereas 44.72 per cent had no
knowledge regarding Instagram, 40.99 per cent had no knowledge regarding
Messenger, 35.40 per cent respondents had no knowledge regarding Skype, 34.16 per
cent scientists had no knowledge regarding Twitter, 33.54 per cent respondents had no
knowledge regarding Telegram, 24.84 per cent of them had no knowledge regarding
ResearchGate, 11.18 per cent KVK scientists did not have knowledge regarding
YouTube, 4.96 per cent had no knowledge regarding Facebook and only 3.11 per cent
KVK scientists didn’t have knowledge regarding WhatsApp.

Social media for Agricultural development: Perception of KVK scientists 112

Table 5: Knowledge of KVK Scientists regarding individual social media
(n= 161)
KVK Scientists
Sl. Complete Partial
Social media No knowledge
No. knowledge knowledge
Per Per Per
Number Number Number
cent cent cent
1. Facebook 85 52.80 68 42.24 8 4.96
2. WhatsApp 109 67.70 47 29.19 5 3.11
3. YouTube 90 55.90 53 32.92 18 11.18
4. Instagram 33 20.50 56 34.78 72 44.72
5. Twitter 67 41.61 39 24.23 55 34.16
6. Telegram 48 29.81 59 36.65 54 33.54
7. LinkedIn 65 40.37 55 34.16 41 25.47
8. Skype 42 26.09 62 38.51 57 35.40
9. Messenger 54 33.54 41 25.67 66 40.99
10. Quora 24 14.91 44 27.33 93 57.76
11. ResearchGate 78 48.45 43 26.71 40 24.84

By analysing the findings in Table 5, it can be concluded that WhatsApp,

YouTube and Facebook were the social media regarding which majority of KVK
scientists possessed complete knowledge. These three social media are very user
friendly and have great applications. WhatsApp is a one-in-all social media with
which the KVK scientists can text other scientists or farmers, make a voice call or
video call, send images and videos, share location, send documents and update their
status. Thus, it is very handy and can be found in the smartphones of almost all KVK
scientists. Regular use of WhatsApp has resulted in thorough knowledge amongst the
agricultural scientists regarding WhatsApp. YouTube is prevalent for video sharing.
Since KVK scientists have to upload some of their demonstration or training videos
on the YouTube platform (website or app) for benefit of farmers and also watch
informative agricultural videos on YouTube for their own knowledge enhancement,
they have greater knowledge regarding YouTube. It is a renowned fact that Facebook
has most number of users worldwide, due to its networking ability. Facebook may be
used by KVK scientists in order to connect with other KVKs and agricultural
scientists online just by typing their profile name in Facebook. Thus, the agricultural
scientists have a fair knowledge regarding Facebook. Nearly half of the KVK
scientists have complete knowledge regarding ResearchGate as they regularly have to

113 Dishant Jojit James, Ph. D. 2020

link with other scientists and go through the research related literature that is vastly
available on Research Gate.

Among other social media, comparatively larger number of KVK scientists

had partial knowledge regarding Skype, followed by Telegram and Instagram. Skype
is a professional video conferencing platform that is famous worldwide because of its
effective socializing and features. Though there are several video conferencing
platforms nowadays, Skype has retained its name and fame by constantly upgrading
its features. But since the video call facility is available in other social media also, like
WhatsApp, the KVK scientists have partial knowledge regarding Skype. When it
comes to Telegram, it can be said that Telegram has several features that overrides
WhatsApp, be it the number of members in a group or file sharing capacity. But since
WhatsApp has greater fan base and was prevalent in India before Telegram became
popular, the KVK scientists have partial knowledge regarding Telegram. Instagram is
a very trendy social media uniquely used for sharing photos and ephemeral stories
that disappear after a time period. Due to the ‘fear of missing out’ phenomenon, many
users, especially youth, follow Instagram ardently. But KVK scientists do not require
to know much about this social media as negligible amount of farmers and very few
agricultural scientists use Instagram, which is why the KVK scientists have partial
knowledge regarding Instagram.

There were four social media that greater proportion of respondents didn’t
have knowledge about, namely, Quora, Messenger, Twitter and LinkedIn. Quora is a
social media app/ platform that is used to answer random questions on various topics.
But the answers provided for each question vary depending upon the expertise of the
responder and may not have high degree of reliability. Since KVK scientists have the
responsibility of providing accurate answers to the farmers, they wouldn’t depend
much upon Quora or may even not know it exists. Messenger is a co-social media app
of Facebook used mainly for private chat with Facebook friends. It has to be
separately downloaded from Google Playstore or other app stores to be used. Since
WhatsApp can be used for the same, the agricultural scientists have little or no
knowledge regarding Messenger. Twitter is a microblogging platform mainly used to
tweet short messages of one or two sentences. It is usually used by celebrities and
journalists to share latest news and their opinions on latest happenings. So, KVK

Social media for Agricultural development: Perception of KVK scientists 114

scientists have not much knowledge with respect to Twitter and its features. Finally,
LinkedIn is a professional social media used to build network between organisations
and professionals exclusively. It is also used by job seekers and job providers. Since
LinkedIn can be used by KVK scientists to build their professional network, it should
be known to more number of agricultural scientists, but surprisingly, the results of the
present study say otherwise.

Almost identical findings were put forth by Nagaraja et al. (2016), Anil (2018)
and Kiran (2018).

4.2.2 Overall knowledge of KVK Scientists regarding social media

The bird’s eye perusal of Table 6 and figure 3 shows that greater proportion of
the KVK scientists (39.14%) had high knowledge regarding social media, whereas
slightly more than one-third (36.64%) of respondents possessed medium level of
knowledge regarding social media and finally, 24.22 per cent KVK scientists
possessed low knowledge regarding social media. It may be inferred from findings
that 75.78 per cent KVK scientists possessed medium to high knowledge level
regarding social media. Majority of the respondents have good amount of knowledge
with regard to social media as it is imperative as educated scientists, to have know-
how regarding such useful information sharing and communication platforms as
social media. Findings akin were put forth by Aisar et al. (2015), Rashmi and Sapna
(2016) and Ayushi (2018).

Since there is difference in respect of knowledge level among KVK scientists

regarding social media, the set forth hypothesis, that is, there’s no difference in
knowledge level regarding social media among KVK scientists, is rejected.

Table 6: Overall knowledge of KVK scientists regarding social media (n=161)

KVK Scientists
Sl. No. Categories
Number Per cent
1. Low (< 30.19 score ) 39 24.22
2. Medium ( 30.19 – 53.82 score) 59 36.64
3. High ( > 53.82 score ) 63 39.14
Total 161 100.00

Mean= 42.00; Standard deviation = 23.63

115 Dishant Jojit James, Ph. D. 2020

Fig. 3: Overall knowledge level of KVK scientists regarding social media
4.3 Perception of the KVK Scientists regarding social media for agricultural
development

4.3.1 Dimension-wise perception of the KVK scientists regarding social media for
agricultural development

Table 7 represents the dimension-wise perception of KVK scientists regarding

social media in scope of agricultural development. With regard to perception of KVK
scientists in sub-component ‘social media for knowledge and skill development’, the
statement: ‘scientists can get timely information about conferences, new publications
workshops using social media’ received first rank, eventually followed by statements,
‘social media is useful tool for learning new agricultural information’ (Rank II),
‘social media gives farmers opportunity to learn from experiences counterparts
worldwide’ (III Rank). The seventh rank in this dimension was for the statement
‘information by the scientific fraternity on social media helps farmers have better
understanding about agriculture’.

Regarding perception of agri scientists in the sub-component of ‘social media

for mobilizing farmers’, first rank accorded was for statement ‘social media provides
information to farmers about traders and prices they offer’, whereas the statements,
‘social media are handy in indicating precise location of the farmer’s field, saving
time’ and ‘farmers can use the social media to improve income from farms and rural
businesses’ obtained second and third ranks. The statement, ‘finance options in
agricultural activities could be made available with help of social media, by scientists’
was accorded last, i.e. sixth rank.

Preference of KVK scientists with respect to their perception towards sub-

component ‘social media for inclusion and accessibility’, shows that statement
‘farmers can freely express problems and felt needs’ secured first rank, while
statements ‘farmers gain easy access to specific information sources via social media’
and ‘social media has been useful in finding new markets for perishable crops like
fruits and vegetables’ secured second and third ranks, respectively. The statements
namely, ‘social media can bring together a collective voice and attract policy makers’
attention to the issue being posted’ and ‘farmers on social media can come together
and help each other in forming cooperative societies’, received fifth rank.

Social media for Agricultural development: Perception of KVK scientists 116

 With regard to the perception of the respondent in respect of the sub-
component ‘social media for professionalism’, it was observed that ‘it is more
encouraging to work with a colleague who uses social media for agricultural
development than with one who does not’ secured first rank, whereas the statement
namely, ‘posts from co-farmers regarding their produce instils a competitive spirit in
farmers to perform better’ and ‘social media helps farmers to fine-tune their
production strategies to match the speedy rates of change in consumer demand’
secured the second and last (sixth) ranks, respectively.

Table 7: Dimension-wise perception of KVK Scientists regarding social media

for agricultural development (n=161)
Sl.
Perception statements KVK Scientists
No.
Perception
I. Social media for knowledge and skill development Rank
score
Social media is a useful tool for learning about new
1. 748 II
agricultural information.
Information by scientific fraternity on social media
2. helps farmers have a better understanding about 680 VII
agriculture.
Social media gives opportunities for agricultural
3. scientists to create content in order to promote 726 V
learning among farmers.
Scientists can get timely information about many
4. conferences, workshops and new publications using 749 I
social media.
New business opportunities can be discovered by
5. 727 IV
farmers while using social media.
Social media gives the farmers an opportunity to learn
6. 738 III
from the experiences of their counterparts worldwide.
Social media are good platforms to portray the
7. indigenous knowledge of farmers and bring more 714 VI
ITKs to the limelight.
II. Social media for mobilizing farmers
Social media are handy to indicate precise location of
8. 703 II
farmer’s field, thus saving time.
Farmers can use social media to improve their income
9. 680 III
from farms and other rural businesses.
Social media can provide information to farmers
10. 716 I
about various traders and prices offered by them.
Processing firms can be contacted via social media,
11. by which shelf-life and price of agricultural produce 657 IV
can be increased.

117 Dishant Jojit James, Ph. D. 2020

 Finance options for agricultural activities can be made
12. 543 VI
available with the help of social media, by scientists.
Social media makes it certain that farmers can
13. 656 V
improve their timing of getting crops to the market.
III. Social media for inclusion and accessibility
Farmers can freely express their problems and felt
14. 715 I
needs on social media.
Social media can bring together a collective voice and
15. attract policy makers’ attention to the issue being 646 V
posted.
Social media gives a chance to farmers to become
16. 657 IV
active stakeholders of development efforts.
Farmers can gain easy access to specific sources of
17. 703 II
information via social media.
Social media has been useful in finding new markets
18. 691 III
for perishable crops like fruits and vegetables.
Farmers on social media can come together and help
19. 646 V
each other in forming cooperative societies.
IV. Social media for professionalism
It is more encouraging to work with a colleague who
20. uses social media for agricultural development than 690 I
with one who doesn’t.
The use of social media increases an agricultural
21. 642 IV
scientist’s professional competence.
Posts from co-farmers regarding their produce instils
22. 657 II
a competitive spirit in farmers to perform better.
It is necessary for scientists to be technologically
23. 634 V
skilful to use social media.
Scientists have to be actively involved in social media
24. 645 III
in order to influence farmers positively.
Social media helps farmers to fine-tune their
25. production strategies to match the speedy rates of 621 VI
change in consumer demand.
V. Social media for outreach
With the help of social media, it is possible to
26. increase the accessibility of KVK scientists to more 750 I
farmers.
Social media helps extension workers in gaining first-
27. hand experience of the living condition of the farmer 552 VI
and farmer’s family.
Social media is an effective tool to bring together all
28. the stakeholders of Agricultural Knowledge 635 V
Information System.
Social media increases the online visibility of
29. extension websites, for quicker information 658 II
dissemination.
30. Social media fosters communication and collaboration 657 III

Social media for Agricultural development: Perception of KVK scientists 118

 between scientists regardless of their geographical
location.
Social media provides easy avenues to the scientists
31. 647 IV
for regularly reaching audiences related to agriculture.
VI. Social media for effectiveness
Farmers heed more to the messages that the scientists
32. 598 V
post on social media compared to other media.
Social media provides farmers the facility of direct,
33. instant communication with consumers, by avoiding 599 IV
middlemen.
Social media lacks in verified and authentic scientific
34. 403 VI
information on agriculture to intervene with farmers.
The voice notes, photos, videos and text messages
35. that can be shared via social media have made modern 702 I
extension effectual.
Social media can be used to better analyse the real-
36. time situation of a farmer’s field in an effective 667 II
manner.
Suppliers can use social media to conduct real-time
37. 611 III
market research and identify consumer preferences.
VII. Social media for communication
For agricultural scientists, communication has
38. become hassle-free, as managing contacts have 675 II
become easier with social media.
Professional communication via social media is more
39. popular among scientists when compared to informal 598 V
communication.
Social media strengthens up connections between
40. scientists in the virtual space when compared to 667 III
connections within the academic circle.
Dissemination of knowledge is faster through social
41. media than traditional mass media channels of 677 I
extension communication.
Less literate farmers can also interact with agricultural
42. 574 VI
scientists via social media.
Social media helps scientists in obtaining larger
43. 645 IV
feedback from the farmers.
VIII Drawbacks/ limitations of Social media
Knowledge transferred through social media is valued
44. 436 II
less by farmers than personal communication.
Negative comments and instant critical feedback
45. received in social media demotivates the agricultural 460 I
scientist.
Social media is not a silver bullet and should be
46. combined with traditional communication methods 345 VI
for effective transfer of technology.
47. In rural areas, where internet connectivity is very 427 III

119 Dishant Jojit James, Ph. D. 2020

 poor, social media is not a good solution for
transferring technology.
Encouraging participation of farmers in social media
48. interactions and ensuring their continuous 357 V
engagement is a tough task.
The large number of responses on social media causes
49. 412 IV
tiredness and stress

In respect of the perception of KVK scientists with regard to the sub-

component ‘social media for outreach’, the results revealed that the statement viz.,
‘with the help of social media, it is possible to increase the accessibility of KVK
scientists to more farmers’ obtained first rank, while the statements namely, ‘social
media increases the online visibility of extension websites, for quicker information
dissemination’ and ‘social media helps extension workers in gaining first-hand
experience of the living condition of the farmer and farmer’s family’ obtained second
and last (sixth) ranks, respectively.

The statement namely, ‘the voice notes, photos, videos and text messages that
can be shared via social media have made modern extension effectual’ received first
rank in respect of the perception of KVK scientists with regard to the sub-component
‘social media for effectiveness’. The statement which received second and third ranks
were: ‘social media can be used to better analyze the real-time situation of a farmer’s
field in an effective manner’ and ‘suppliers can use social media to conduct real-time
market research and identify consumer preferences’, respectively. Whereas, the
statement namely, ‘social media lacks in verified and authentic scientific information
on agriculture to intervene with farmers’, received the sixth and last rank.

With respect to the perception of KVK scientists towards the sub-component

‘social media for communication’, it was found that the statement viz., ‘dissemination
of knowledge is faster through social media than traditional mass media channels of
extension communication’ secured first rank, while the statements namely, ‘for
agricultural scientists, communication has become hassle-free, as managing contacts
have become easier with social media’ and ‘less literate farmers can also interact with
agricultural scientists via social media’, secured second and last (sixth) ranks,
respectively.

Social media for Agricultural development: Perception of KVK scientists 120

 In regard to the KVK scientists perception towards the sub-component
‘drawbacks/ limitations of social media’, it is seen that the statement ‘negative
comments and instant critical feedback received in social media de-motivates the
agricultural scientist’ was assigned first rank, whereas the statement namely, ‘the
large number of responses on social media causes tiredness and stress’ was assigned
the last rank by the KVK scientists.

It can be referred that the KVK scientists possessed better perception towards
the social media in bringing about agricultural development in all the eight sub-
components of perception which were studied.

4.3.2 Overall perception of KVK scientists regarding social media for

agricultural development

A bird’s eye view of Table 8 and figure 4 reveals that nearly three-fourth
(77.02%) of the KVK scientists had good to better perception regarding the social
media, while a little more than one-fifth of the KVK scientists (22.98%) possessed
poor perception towards social media. A little more than two-fifth (40.37%) of the
KVK scientists had better perception regarding social media for agricultural
development; whereas 36.65 per cent respondents had good perception regarding
social media for agricultural development. Nearly three-fourth (77.02%) of the KVK
scientists possessed good to better perception regarding social media because the
social media are useful tools for learning; they provide timely information, act as a
good platforms to portray the indigenous knowledge of farmers, increases agricultural
scientist’s professional competence, helps in obtaining larger feedback from the
farmers and disseminate the knowledge faster than traditional mass media channels.
Identical findings were put forward by Newbury et al. (2014), Adesope and Ogan-
Charles (2015), Suchiradipta and Saravanan (2016), Anil (2018) and Kumar et al.
(2019).

121 Dishant Jojit James, Ph. D. 2020

Fig. 4: Overall perception of KVK scientists regarding social media for agricultural development
Table 8: Overall perception of KVK scientists regarding social media for
agricultural development (n=161)

KVK Scientists
Sl. No. Categories
Number Per cent
1. Poor (< 182.55 score ) 37 22.98
2. Good ( 182.55 – 199.43 score) 59 36.65
3. Better ( > 199.43 score ) 65 40.37
Total 161 100.00

Mean= 190.99; Standard deviation = 16.88

There exists difference in perception among KVK scientists regarding social

media for agricultural development. Hence, the hypothesis set forth, i.e., there’s no
difference in the perception regarding social media for agricultural development
among the KVK scientists, is rejected.

4.4 Extent of utilization of social media by the KVK scientists

4.4.1 Extent of utilization of selected social media by KVK scientists

The results in Table 9 reveal that a majority of KVK scientists were using a
variety of social media such as, Facebook, WhatsApp, YouTube, Instagram, Twitter,
Telegram, LinkedIn, Skype, Messenger, Quora and ResearchGate for seeking and
dissemination of agricultural information, sharing success stories, communicating
with other organisations, seeking suggestions as well as for entertainment purpose.
However, a majority of KVK scientists were very frequently using WhatsApp
(91.93%) and Facebook (61.49%), while majority of KVK scientists were not using
Twitter (86.34%), Quora (72.67%), Telegram (68.94%), Instagram (66.46%) and
Skype (51.55%). A little more than one-third of the KVK scientists were: very
frequently using YouTube (45.34%), rarely using Messenger (36.02%) and not using
ResearchGate (41.61%). WhatsApp and Facebook are very popular and are more
suitable platforms for collection and dissemination of agricultural information; hence
majority of KVK scientists have used WhatsApp and Facebook.

Social media for Agricultural development: Perception of KVK scientists 122

Table 9: Extent of utilization of selected social media by KVK Scientists (n=161)

Extent of utilization
Sl. Very Very
Social media Frequently Rarely Not used
No. frequently rarely
No. % No. % No. % No. % No. %

1. Face book 99 61.49 25 15.53 17 10.56 11 6.83 9 5.59

2. WhatsApp 148 91.93 1 0.62 9 5.59 3 1.86 0 0.00

3. You Tube 73 45.34 42 26.09 44 27.33 2 1.24 0 0.00

4. Instagram 20 12.42 16 9.94 17 10.56 1 0.62 107 66.46

5. Twitter 4 2.48 8 4.97 9 5.59 1 0.62 139 86.34

6. Telegram 0 0.00 12 7.45 13 8.07 25 15.53 111 68.94

7. LinkedIn 12 7.46 0 0.00 37 22.98 37 22.98 75 46.58

8. Skype 5 3.11 11 6.83 33 20.50 29 18.01 83 51.55

9. Messenger 4 2.48 24 14.91 58 36.02 32 19.88 43 26.71

10. Quora 0 0.00 3 1.86 25 15.53 16 9.94 117 72.67

11. ResearchGate 20 12.42 25 15.53 49 30.43 0 0.00 67 41.61

4.4.2 Overall extent of utilization of social media by KVK Scientists

A bird’s eye view of Table 10 and figure 5 reveals that as high as 47.83 per
cent of the KVK scientists were belonging to the category of medium users in overall
extent of utilization of social media, whereas 31.68 and 20.49 per cent of the KVK
scientists had low overall extent and high overall extent of utilization of social media,
respectively. It can be inferred that higher than three-fourth (79.51%) of the KVK
scientists were belonging to low to medium category of overall extent of utilization of
social media. Less and non-use of social media such as Twitter, LinkedIn, Quora,
Telegram, Instagram, Messenger, ResearchGate and Skype are the reasons for the
majority of KVK scientists belonging to low to medium category of overall extent of
utilization of social media.

Since there’s a difference in the extent of utilization of social media among

KVK scientists, the hypothesis set forth for the study i.e., there’s no difference in
extent of utilization of social media by KVK scientists, is rejected.

123 Dishant Jojit James, Ph. D. 2020

Fig. 5: Overall extent of utilization of social media by KVK scientists
Table 10: Overall extent of utilization of social media by KVK Scientists (n=161)

KVK Scientists
Sl. No. Categories
Number Per cent
1. Low (< 14.22 score ) 51 31.68
2. Medium ( 14.22 – 20.83 score) 77 47.83
3. High ( > 20.83 score ) 33 20.49
Total 161 100.00

Mean= 17.52; Standard deviation = 6.61

4.5 Purpose of utilization of social media by KVK scientists and type of

information disseminated

4.5.1 Purpose of utilization of social media by KVK scientists

The results in Table 11 throw light on the purpose of utilization of social

media by KVK scientists. Evidently, majority (90.68%) of the KVK scientists used
WhatsApp for seeking and dissemination of information, followed by Facebook
(76.40%), YouTube (52.80%), ResearchGate (46.58%), LinkedIn (45.96%),
Instagram (15.53%), Twitter, Skype and Quora each with 14.91 per cent, followed by
Telegram and Messenger each with 8.07 per cent respectively. For the purpose of
transfer of technology, the social media used by KVK scientists were WhatsApp
(91.93%), followed by Facebook (52.17%), YouTube (45.34%), ResearchGate
(24.22%), LinkedIn (23.60%), Twitter and Skype each with 15.53 per cent, followed
by Instagram and Telegram with 7.45 per cent each, Messenger (6.83%). None of the
agricultural scientists used Quora for transfer of technology.

With respect to acquiring skills pertaining to agricultural practices, an equal

proportion of KVK scientists (84.47%) used WhatsApp and YouTube respectively,
followed by Facebook (60.87%), ResearchGate (30.43%), Instagram (10.56%),
Telegram (9.94%), Messenger (9.32%), Twitter and LinkedIn each with 8.07 per cent
respectively and Skype and Quora each with 7.45 per cent respectively. For the
purpose of sharing success stories, majority (83.85%) of the respondents used
WhatsApp, YouTube (51.55%), Facebook (37.89%), ResearchGate (16.15%), Twitter

Social media for Agricultural development: Perception of KVK scientists 124

and LinkedIn each with 9.32 per cent, Instagram (8.70%), Telegram (7.45%) and
Messenger (6.21%). None of the respondents used Skype and Quora for the purpose
of sharing success stories.

Regarding communication with other organizations, majority (87.58%) used

WhatsApp, followed by Facebook (45.34%), YouTube (30.43%), Messenger
(23.60%), Skype (16.15%), Telegram and LinkedIn each with 15.53 per cent,
ResearchGate (14.29%) and Twitter (11.18%). None of the KVK scientists used
Instagram and Quora for communicating with other organizations. For seeking
suggestions, majority (80.12%) of the KVK scientists used WhatsApp, followed by
YouTube (27.33%), Messenger (19.88%), ResearchGate (17.39%), Quora (15.53%),
Facebook (14.91%), Skype (9.32%), LinkedIn (8.70%), Twitter (7.45%) and
Telegram (6.83%). None of the respondents used Instagram for seeking suggestions.

For the purpose of publicising/ rapport building, majority (82.61%) of the

respondents used WhatsApp, followed by Facebook (40.37%), YouTube (35.40%),
ResearchGate (31.06%), Instagram (17.39%), Messenger (15.53%), Telegram
(11.18%), LinkedIn (7.45%) and Twitter (6.83%). None of the KVK scientists used
Quora and Skype for publicising/ rapport building. Entertainment is also a major
reason why people use social media. In case of KVK scientists, majority (90.06%) of
the respondents used WhatsApp for the purpose of entertainment, followed by
YouTube (76.40%), Facebook (75.78%), Instagram (22.98%), Messenger (22.36%),
Telegram (16.77%) and Skype (10.56%). None of the KVK scientists used Twitter,
LinkedIn, Quora and ResearchGate for the purpose of entertainment.

Evidently, WhatsApp stood out unanimously regarding different purposes for

which social media was used by KVK scientists. Even Facebook and YouTube were
used by majority of the scientists for all the purposes mentioned in Table 11. The
possible reason for this finding is that the social media like WhatsApp and Facebook
are more popular among Scientists and farmers and these social media have user-
friendly, understandable interface with option of multiple file sharing.

125 Dishant Jojit James, Ph. D. 2020

Social media for Agricultural development: Perception of KVK scientists

Table 11: Purpose of utilization of social media by KVK scientists (n=161)

Purpose of Utilization*
Acquiring
Seeking and
skills Sharing Communication Publicising/
Sl.No. Social media dissemination Transfer of Seeking
pertaining to success with other rapport Entertainment
of agricultural technology suggestions
agricultural stories organizations building
information
practices
123 84 98 61 73 24 65 122
1. Facebook
(76.40) (52.17) (60.87) (37.89) (45.34) (14.91) (40.37) (75.78)
146 148 136 135 141 133 145
2. WhatsApp 129 (80.12)
(90.68) (91.93) (84.47) (83.85) (87.58) (82.61) (90.06)
85 73 136 83 49 44 57 123
3. YouTube
(52.80) (45.34) (84.47) (51.55) (30.43) (27.33) (35.40) (76.40)
25 12 17 14 0 0 28 37
4. Instagram
(15.53) (7.45) (10.56) (8.70) (NA) (NA) (17.39) (22.98)
24 25 13 15 18 12 11 0
5. Twitter
(14.91) (15.53) (8.07) (9.32) (11.18) (7.45) (6.83) (NA)
13 12 16 12 25 11 18 27
6. Telegram
(8.07) (7.45) (9.94) (7.45) (15.53) (6.83) (11.18) (16.77)
74 38 13 15 25 14 12 0
7. LinkedIn
(45.96) (23.60) (8.07) (9.32) (15.53) (8.70) (7.45) (NA)
24 25 12 0 26 15 0 17
8. Skype
(14.91) (15.53) (7.45) (NA) (16.15) (9.32) (NA) (10.56)
13 11 15 10 38 32 25 36
9. Messenger
(8.07) (6.83) (9.32) (6.21) (23.60) (19.88) (15.53) (22.36)
24 0 12 0 0 25 0 0
10. Quora
(14.91) (NA) (7.45) (NA) (NA) (15.53) (NA) (NA)
75 39 49 26 23 28 50 0
11. ResearchGate
(46.58) (24.22) (30.43) (16.15) (14.29) (17.39) (31.06) (NA)
126

(*Multiple responses possible; Numbers in parentheses represents frequency of respondents; NA: Not applicable)
4.5.2 Type of information disseminated to the farmers by KVK scientists using
social media

The information disseminated by KVK scientists to the farmers using social

media is presented in Table 12. The results reveal that the information on integrated
pest management (I rank), date and venue of trainings/ demonstrations (II rank),
integrated nutrient management (III rank), availability of agricultural inputs and
subsidies (IV rank), integrated disease management (V rank), seed treatment (VI
rank), soil and water conservation (VII rank) , sowing/ transplanting (VIII rank) ,
inter-cultivation (IX rank) and farming systems (X rank) were disseminated to the
farmers by the KVK scientists in order of importance. The information on
climate/weather/ market forecast (XVI rank), herbicide application (XVII rank), self-
help groups/famers interest groups (XVIII rank), labour availability (XIX rank),
transportation of produce to market (XX rank) and soil testing (XXI rank) were
disseminated to the farmers by the KVK scientists which occupied the last six ranks.

4.6 Association between knowledge regarding social media and perception of

KVK scientists regarding social media for agricultural development

A perusal of Table 13 reveals that 51.28 per cent of the KVK scientists having
low level of knowledge regarding social media had poor perception regarding social
media for agricultural development. 23.07 per cent of the KVK scientists having low
knowledge level regarding social media had good perception regarding social media
for agriculture development. 25.65 per cent of the KVK scientists having low level of
knowledge regarding social media had better perception regarding social media for
agricultural development. A little more than one-tenth (11.86%) of the KVK scientists
having medium level of knowledge regarding social media had poor perception
regarding social media for agricultural development. A little higher than half
(54.23%) of the KVK scientists having medium level of knowledge regarding social
media had good perception regarding social media for agriculture development, while
33.91 per cent of the KVK scientists having medium knowledge level regarding social
media had better perception regarding social media for agricultural development.

127 Dishant Jojit James, Ph. D. 2020

The results in Table 13 further reveal that 15.87 per cent KVK scientists having high
level of knowledge regarding social media had poor perception regarding social
media for agricultural development. 28.57 per cent of the KVK scientists having high
level of knowledge regarding social media had good perception regarding social
media for agricultural development.

Table 12: Type of information disseminated using social media (n=161)

Score Rank
Sl.No. Information disseminated

a. Availability of agricultural inputs and subsidies 278 IV

b. Agricultural machinery/ tools/ equipment 220 XIII
c. Labour availability 116 XIX
d. Land Preparation 231 XI
e. Seed Treatment 277 V
f. Sowing/ Transplanting 243 VIII
g. Integrated Nutrient Management 286 III
h. Integrated Pest Management 289 I
i. Integrated Disease Management 277 V
j. Herbicide application 196 XVII
k. Inter-cultivation 242 IX
l. Soil and water conservation 276 VII
m. Harvesting and Post-harvest management 221 XII
n. Market demands/ avenues 207 XV
o. Transportation of produce to market 114 XX
p. Climate/Weather/ Market forecast 197 XVI
q. Nearby SHGs/ FIGs 159 XVIII
r. Agricultural development programmes 219 XIV
s. Farming systems 240 X
t. Date and venue of trainings/ demonstrations 288 II
u. Soil testing 43 XXI

Social media for Agricultural development: Perception of KVK scientists 128

development, while 55.56 per cent of the KVK scientists having high level of
knowledge regarding social media had better perception regarding social media for
agriculture development.

The implication of chi-square test reveals a highly significant association

exists at one per cent level of significance between knowledge of KVK scientists
regarding social media and their perception regarding social media for agricultural
development. This indicates that KVK scientists having low level of knowledge
regarding social media had poor perception regarding social media for agricultural
development and the KVK scientists having high level of knowledge regarding social
media had better perception regarding social media for agriculture development. It is
quite obvious that the KVK scientists having high knowledge level on social media
would develop a favourable perception regarding social media for agricultural
development as well.

Table 13: Association between Knowledge of KVK Scientists regarding social

media and their perception regarding social media for agricultural
development (n=161)
Perception regarding social media for agricultural Chi-
development square
Sl. Knowledge
No. categories Poor Good Better Total value

No. % No. % No. % No. %

1. Low 20 51.28 9 23.07 10 25.65 39 100.00

2. Medium 7 11.86 32 54.23 20 33.91 59 100.00 32.518**

3. High 10 15.87 18 28.57 35 55.56 63 100.00

Total 37 - 59 - 65 - 161 -

** Significant at 1 per cent level

4.7 Association between knowledge level of KVK scientists regarding social

media and extent of utilization of social media

A bird's eye view of Table 14 shows that 58.97 per cent of the KVK scientists
having low level of knowledge regarding social media had low level of extent of
utilization of social media. 23.07 per cent of the KVK scientists having low level of

129 Dishant Jojit James, Ph. D. 2020

knowledge regarding social media had medium level of extent of utilization of social
media. Whereas, 17.96 per cent of the KVK scientists having high level of knowledge
regarding social media had low level of extent of utilization of social media. Nearly
one-third (33.89%) of the KVK scientists having medium knowledge level regarding
social media possessed low level of extent of utilization of social media. Almost half
(49.15%) of the KVK scientists having medium level of knowledge regarding social
media had medium level of extent of utilization of social media, while 16.96 per cent
of the KVK scientists having medium knowledge level regarding social media had
high level of extent of utilization of social media.

Table 14 also reveals that 12.69 per cent of the KVK scientists having high
level of knowledge regarding social media had low level of extent of utilization of
social media. 61.90 per cent of the KVK scientists having high level of knowledge
regarding social media had medium level of extent of utilization of social media.
While, 25.41 per cent of the KVK scientists having high level of knowledge regarding
social media had high level of extent of utilization of social media.

The implication of chi-square test reveals that significant association exists

between the knowledge level of KVK scientists regarding social media and their
extent of utilization of social media at a one per cent level of significance. The results
reveal that the KVK scientists having low level of knowledge regarding social media
had low extent of utilization of social media and the KVK scientists possessing high
knowledge level regarding social media had high extent of utilization of social media.
The KVK scientists having high knowledge regarding social media will have more
confidence in effectively using the social media to a greater extent.

Table 14: Association between Knowledge of KVK Scientists regarding social

media and their extent of utilization of social media (n=161)
Extent of utilization of social media Chi-
Sl. Knowledge square
Low Medium High Total
No. categories value
No. % No. % No. % No. %
1. Low 23 58.97 9 23.07 7 17.96 39 100.00
2. Medium 20 33.89 29 49.15 10 16.96 59 100.00 25.280**
3. High 8 12.69 39 61.90 16 25.41 63 100.00
Total 51 - 77 - 33 - 161 -

** Significant at 1 per cent level

Social media for Agricultural development: Perception of KVK scientists 130

4.8 Association between perception of KVK scientists regarding social media for
agricultural development and extent of utilization of social media

A perusal of Table 15 reveals that 41.17 per cent of the KVK scientists having
low level of extent of utilization of social media had poor perception regarding social
media for agricultural development. 37.25 per cent of the KVK scientists having low
extent of utilization of social media had good perception regarding social media for
agricultural development. Whereas, 21.58 per cent of the KVK scientists having low
level of extent of utilization of social media had better perception regarding social
media for agricultural development. Slightly more than one-tenth (12.98%) of the
KVK scientists having medium extent of utilization of social media had poor
perception regarding social media for agricultural development. 42.85 per cent of the
KVK scientists having medium level of extent of utilization of social media had good
perception regarding social media for agricultural development, while 44.17 per cent
of the KVK scientists having medium extent of utilization of social media had better
perception regarding social media for agricultural development. The Table 15 further
reveals that 18.18 per cent of the KVK scientists having high level of extent of
utilization of social media had poor perception regarding social media for agricultural
development. 21.21 per cent of the KVK scientists having high extent of utilization of
social media had good perception regarding social media for agricultural
development. Whereas, 18.18 per cent of the KVK scientists having high extent of
utilization of social media had better perception regarding social media for
agricultural development.

Table 15: Association between perception of KVK scientists regarding social

media for agricultural development and their extent of utilization of
social media (n=161)
Extent of Perception regarding social media for agricultural Chi-
Sl. utilization development square
No. of social Poor Good Better Total value
media No. % No. % No. % No. %
1. Low 21 41.17 19 37.25 11 21.58 51 100.00
2. Medium 10 12.98 33 42.85 34 44.17 77 100.00 22.31**
3. High 6 18.18 7 21.21 20 60.61 33 100.00
Total 37 - 59 - 65 - 161 -

** Significant at 1 per cent level

131 Dishant Jojit James, Ph. D. 2020

 There exists a highly significant relationship between the perception of KVK
scientists regarding social media for agricultural development and their extent of
utilization of social media at one per cent level. The KVK scientists having poor
perception regarding social media for agricultural development have low level of
extent of utilization of social media and on the other hand, the KVK scientists having
better perception regarding social media for agricultural development have high level
of extent of utilization of social media. The KVK scientists having better perception
regarding social media will obviously use social media to a greater extent.

4.9 Relationship of personal, socio-economic, psychological and communication

characteristics of KVK scientists with their knowledge, perception and
extent of utilization of social media

4.9.1 Relationship of personal, socio-economic, psychological and communication

characteristics of KVK scientists with their knowledge regarding social
media

Correlation test had been employed for finding the relationship between
personal, socio-economic, psychological and communication characteristics of KVK
scientists with their knowledge level on the social media. Results in Table 16 and
Fig.6 reveal that education, innovative proneness, e-readiness and trainings received
had positive and significant relationship with knowledge of KVK scientists at one per
cent level of probability. Whereas, job experience, job performance, achievement
motivation, scientific orientation, job involvement, competition orientation, awards/
recognition received, abroad exposure/ countries visited, field activities conducted,
mass media utilization, number of publications and participation in seminars/
conferences were found to have a significant relationship with knowledge of KVK
scientists regarding social media at five per cent level of probability. Age was the
only independent variable that had negative but significant relationship with their
knowledge regarding social media, at level of probability being five per cent. The
remaining four variables, namely, rural urban background, job satisfaction, perceived
workload and organizational climate were not having significant relationship with
knowledge regarding social media.

Social media for Agricultural development: Perception of KVK scientists 132

 The explanation for the personal, psychological, socio-economic and
communication characteristics of KVK scientists having significant to highly
significant relationship with their knowledge regarding social media is given in the
ensuing paragraphs.

Table 16: Relationship of personal, socio-economic, psychological and

communication characteristics with knowledge of KVK Scientists
regarding social media (n=161)
Correlation
Sl. No. Independent Variables
coefficient
1 Age -0.211*
2 Education 0.4012**
3 Rural urban background 0.092NS
4 Job experience 0.201*
5 Job satisfaction 0.192NS
6 Job performance 0.199*
7 Achievement motivation 0.216*
8 Innovative proneness 0.313**
9 Scientific orientation 0.202*
10 Perceived work load 0.099NS
11 Job involvement 0.222*
12 e-readiness 0.300**
13 Organizational climate 0.062NS
14 Competition Orientation 0.239*
15 Awards/ recognition received 0.248*
16 Abroad exposure/ countries visited 0.226*
17 Field activities conducted 0.210*
18 Mass media utilization 0.251*
19 Trainings received 0.410**
20 Number of publications 0.244*
21 Participation in seminars/ conferences 0.233*

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level

133 Dishant Jojit James, Ph. D. 2020

 Rural urban background

Job satisfaction

Perceived work load

Organizational climate

Age

Job experience

Job performance

Achievement motivation

Scientific orientation KNOWLEDGE

REGARDING
Job involvement SOCIAL MEDIA
Competition orientation

Awards/ recognition
received

Abroad exposure/
countries visited

Field activities conducted

Education
Mass media utilization
Innovative proneness
Number of publications
e-readiness
Participation in seminars/
conferences Trainings received

NON SIGNIFICANT SIGNIFICANT AT SIGNIFICANT AT

5 % LEVEL 1 % LEVEL

Fig. 6: Relationship between independent variables with knowledge of KVK

scientists regarding social media
4.9.1.1 Age and knowledge regarding social media

The correlation test reveals the finding that there’s a negative but seemingly
significant relationship between age of the KVK scientists and knowledge regarding
various social media. The scientists of Generation X (born before the 1980s) started
knowing about and using social media when they reached middle age. But scientists
of Generation Y also known as millennials (born between 1984-1996) got acquainted
to social media as children, teenagers and youth. Thus, it is evident that as KVK
scientists aged more than 50 would have lower knowledge regarding social media and
the agricultural scientists aged less than 35 would have more knowledge regarding
social media. A similar finding was found by Ayushi (2018) and Rohan (2018).

4.9.1.2 Education and knowledge regarding social media

The correlation test reveals that there is highly significant relationship between
education of the KVK scientists and knowledge of theirs regarding social media.
Higher education exposes the KVK scientists towards more modern technologies
including social media. Better comprehension regarding social media could be
observed among KVK scientists with a PhD degree. Most of the KVK scientists with
good educational qualification also have a broadened horizon regarding social media.
Thus, KVK scientists with higher education like MSc. and Ph.D. would have higher
knowledge regarding social media. Identical findings were put forth by Dorcas et al.
(2017), Ayushi (2018) and Kumar et al. (2019).

4.9.1.3 Job experience and knowledge regarding social media

The results reveal that there’s a significant relationship between the job
experience of KVK scientists and their knowledge regarding social media. More job
experience results in exposure of the KVK scientists towards various types of social
media over the years. Interactions with the co-scientists and visiting advanced
institutions with state-of-the-art communication as also the information sharing
technologies during their valuable service has resulted in increasing the knowledge of
KVK scientists regarding social media. The findings of the present study are very
much in line with findings of Noor et al. (2018).

Social media for Agricultural development: Perception of KVK scientists 134

4.9.1.4 Job performance and knowledge regarding social media

Job performance and knowledge of KVK scientists regarding social media

were significantly related to each other. Since KVK scientists utilize social media for
official activities at their workplace, they get more knowledge and increase their
ability related to work using social media. In order to perform his/her role as subject
matter specialist and KVK scientist in an efficient manner, the scientists need to be
well acquainted with the latest information on agricultural and allied aspects on
regular basis at regional, national and international levels. For this, knowledge of
using multiple social media prudently is absolutely essential. The social media like
LinkedIn would build professional ties and bonds between scientists worldwide and
ignorance regarding such impactful social media would result in lower performance
levels among the scientists. Indistinguishable findings were reported by Jetsalid et al.
(2019).

4.9.1.5 Achievement motivation and knowledge regarding social media

Achievement motivation did have significant relationship with knowledge of

KVK scientists regarding social media. Achievement motivation does influence urge
of an individual for excelling in their life and it’s an important determinant of
excellence in what one does. It’s the value that’s associated with an individual that
drives them for excelling in their job and there by attaining a sense of personal and
professional accomplishment. For achieving this distinction, the KVK scientists
would have gained more knowledge regarding social media in order to perform their
job more effectively and efficiently. Similar finding was reported by Ghahraman et al.
(2017) and Ayushi (2018).

4.9.1.6 Innovative proneness and knowledge regarding social media

The results revealed that innovative proneness had highly significant, positive
relationship with the knowledge of KVK scientists regarding social media. Innovative
proneness aptly refers to behavioural pattern of individual who has interest and desire
to seek changes in work techniques and is ready to introduce such changes which are
practical and feasible. It is associated with accepting change leading to decisions on
adoption of innovative ideas and scientific practices. Innovative KVK scientists have

135 Dishant Jojit James, Ph. D. 2020

realised the importance and effectiveness of social media; hence they have developed
good knowledge in using various platforms of social media in order to seek and
disseminate farm technologies. Similar finding was reported by Ayushi (2018) and
Sidra et al. (2018).

4.9.1.7 Scientific orientation and knowledge regarding social media

There was significant relationship found between scientific orientation and

knowledge of KVK scientists regarding social media. Adaptability and a readiness to
change as changing conditions require, is fostered by the basic notion of scientific
orientation. Cognitive maturity is a consequence of scientific orientation. The
scientists are professionals who keep asking questions as why, what, when, who,
where and how. They work towards the continuous improvement of specific
techniques, for which constant feedback is highly essential. In order to have a clear
foresight and remain updated, it is necessary for the agricultural scientists to have
considerable knowledge regarding social media. Such a finding was also reported by
Sandra (2019).

4.9.1.8 Job involvement and knowledge regarding social media

The study revealed the finding that job involvement was notably having a
significant relationship with the knowledge of KVK scientists regarding social media.
Job involvement refers to degree to which the KVK scientists psychologically identify
themselves with their work or what their feeling is about the importance of their work.
The KVK scientists who have high job involvement would like to upgrade themselves
with more technical knowledge on using social media; thus there existed significant
relationship between the job involvement of KVK scientists and their knowledge
social media.

4.9.1.9 e-readiness and knowledge regarding social media

The results revealed that there’s a highly significant relationship noted

between e-readiness and knowledge of the KVK scientists regarding social media. E-
Readiness (electronic readiness) assesses quality of the information communication
technology and ability of its consumers, businesses and governments to use such

Social media for Agricultural development: Perception of KVK scientists 136

technologies including social media for their benefit. With respect to this study, e-
readiness refers to readiness or preparedness of the KVK scientists to use various
social media in their daily life and professional life. Obviously, the KVK scientists
with high e-readiness will also have high knowledge level on social media. Similar
finding was reported by Ayushi (2018) in the context of farmers.

4.9.1.10 Competition orientation and knowledge regarding social media

It was noted that competition orientation had significant relationship with the
knowledge of KVK scientists regarding social media. The primary focus of KVK
scientists would be very much on the personal growth and on the enjoyment and
mastery of given task in a competitive situation. Thus, the scientists would try to gain
as much knowledge as possible regarding social media so that they can have a
competitive edge over their counterparts and engage themselves in a healthy contest
regarding the works performed.

4.9.1.11 Awards/ recognition received and knowledge regarding social media

Awards/ recognition received by KVK scientists was significantly related to

their knowledge regarding social media. Regular performance appraisal and
performance recognition of KVK scientists would imply an increased motivation
among them to carry out the appropriate tasks more accurately, which would be a
driving force to improving performance in their work. Thus, they would acquire more
knowledge regarding social media in order to perform better and be eligible of
attaining higher recognition and more awards.

4.9.1.12 Abroad exposure/ countries visited and knowledge regarding social

media

The exposure of KVK scientists to foreign countries was significantly related

to their knowledge regarding social media. Scientists who have travelled abroad are
more globally aware and academically driven and they know about social media to a
greater extent. The KVK scientists who have gone abroad will value intercultural
interaction as part of their professionalism and express interest in improving their
understanding of other cultures and countries. This is possible because of their

137 Dishant Jojit James, Ph. D. 2020

enhanced knowledge of social media and its features, which is common among
foreign countries, especially in developed countries and even in countries like
Philippines and Nigeria, wherein people spend three to four hours on social media on
a daily basis. Such a finding was put forth also by Twombly et al. (2013).

4.9.1.13 Field activities conducted and knowledge regarding social media

There was positive, significant relationship between field activities conducted

by the KVK scientists and their knowledge regarding social media. The agricultural
scientists conduct a number of field activities like method demonstrations, result
demonstrations, frontline demonstrations and training activities like vocational
training programmes to farmers and farmwomen. In the modern context of
digitalization, they are also supposed to enhance the e-literacy of farmers and
transform them from being illiterate to becoming e-literate. In order to inform farmers
about digital media and social media, the scientists themselves have to be highly
knowledgeable regarding social media and its features.

4.9.1.14 Mass media utilization and knowledge regarding social media

The results y revealed a positive, significant relationship evident between

mass media utilization and knowledge of KVK scientists regarding social media.
Mass media carries the information on various social media available in Google
Playstore or on Apple Appstore and also the procedure of using these social media.
When the KVK scientists use the mass media to a greater extent, they gain more
knowledge on social media. Similar findings were reported by Abdul (2016).

4.9.1.15 Trainings received and knowledge regarding social media

There existed a relationship that was highly significant between trainings

received by KVK scientists and their knowledge of social media. The KVK scientists
who have received training, especially training on social media will have more
knowledge of using social media. The findings are very much in line with findings of
Herder (2009).

Social media for Agricultural development: Perception of KVK scientists 138

4.9.1.16 Number of publications and knowledge regarding social media

A positive, significant relationship was found between number of publications

of the KVK scientists and their possessed knowledge regarding social media. Since
Quora and Research Gate are among the top information seeking social media
preferred by professionals like KVK scientists, they would have considerable amount
of knowledge regarding such social media as they would have referred these social
media for reviewing literature while publishing their own articles. Even other social
media like WhatsApp and Facebook are used to share information and links of
research papers. Therefore, the scientists with more publications would know more
about how to share the information or URL links of the publications through social
media to a wider audience.

4.9.1.17 Participation in seminars/ conferences and knowledge regarding social

media

A significant relationship was observed between participation in seminars/

conferences and the knowledge of KVK scientists regarding social media. When the
scientists attend more number of seminars and conferences, especially online webinar
series, they gain more information about social media and learn how to use social
media effectively. Similar finding was reported by Samantha et al. (2017).

Since there exists a relationship that was significant, between the personal,
psychological, socio-economic and communication characteristics of KVK scientists
with their knowledge regarding social media, the hypothesis set forth for the study
i.e., there’s no relationship between the personal, socio-psychological and
communication characteristics of KVK scientists and their knowledge level regarding
social media, is rejected.

4.9.2 Relationship of personal, socio-economic, psychological and

communication characteristics of KVK scientists with their perception
regarding social media for agricultural development

Correlation test was aptly employed to find relationship between personal,

socio-economic, psychological and communication characteristics of KVK scientists

139 Dishant Jojit James, Ph. D. 2020

with their perception regarding social media for agricultural development. The results
in Table 17 and figure.7 reveal that education, achievement motivation, innovative
proneness, e-readiness, competition orientation, field activities conducted and
trainings received had relationship that was positive, and significant with the
perception of KVK scientists regarding social media at one per cent probability level,
while job experience, job performance, scientific orientation, job involvement,
organizational climate, abroad exposure/ countries visited, mass media utilization,
number of publications and participation in seminars/ conferences were found to be
having relationship that was significant, with perception of KVK scientists regarding
social media for agricultural development at level of probability of five per cent. Age
and perceived workload were the only independent variables that had negative, yet
significant relationship with the perception of KVK scientists regarding social media
for agricultural development, at five percent level of probability. The remaining three
variables, namely, rural urban background, job satisfaction and awards/ recognition
received were not having significant relationship with perception of theirs regarding
social media for agriculture development.

The explanation for the personal, psychological, socio-economic, and

communication characteristics of KVK scientists having significant to highly
significant relationship with perception of theirs regarding social media for agriculture
development is given in the ensuing paragraphs.

4.9.2.1 Age and perception regarding social media for agricultural development

The correlation test reveals that there’s negative yet significant relationship
between age of the KVK scientists and their perception regarding social media for
agricultural development. The scientists who are in age group of 50 and more would
have, in their peak period of service, worked hard on preparing hand written material
for transfer of technology and travelled several miles to meet the farmers and interact
with them. Though they know that the modern technologies and social media have
several benefits, they still prefer the traditional methods of transferring technologies
and disseminating information and believe that social media can only supplement
these methods, not replace them. Similar finding was reported by Collins et al.
(2016), whereas the results were contradicting with those of Ayushi (2018).

Social media for Agricultural development: Perception of KVK scientists 140

4.9.2.2 Education and perception regarding social media for agriculture
development

A highly significant relationship exists between education and perception of

KVK scientists regarding social media for agricultural development. Education
provides an opportunity for the KVK scientists in knowing more about the advantages
of using social media, which in turn has led to developing good to better perception
regarding social media for agricultural development. As the KVK scientists gain more
education, they are bound to develop better perception regarding social media and the
benefits of social media in agricultural development. Such identical findings were put
forth by Jyoti (2016), Ayushi (2018) and Rohan (2018).

Table 17: Relationship of personal, socioeconomic, psychological and

communication characteristics with perception of KVK Scientists
regarding social media for agricultural development (n=161)
Correlation
Sl.No. Independent Variables
coefficient
1 Age -0.201*
2 Education 0.361**
3 Rural urban background 0.091NS
4 Job experience 0.211*
5 Job satisfaction 0.017NS
6 Job performance 0.222*
7 Achievement motivation 0.316**
8 Innovative proneness 0.412**
9 Scientific orientation 0.202*
10 Perceived work load -0.219*
11 Job involvement 0.242*
12 e-readiness 0.444**
13 Organizational climate 0.210*
14 Competition Orientation 0.267**
15 Awards/ recognition received 0.088NS
16 Abroad exposure/ countries visited 0.216*
17 Field activities conducted 0.311**
18 Mass media utilization 0.211*

141 Dishant Jojit James, Ph. D. 2020

 Rural urban background

Job satisfaction

Awards/ recognition received

Age

Job experience

Job performance
PERCEPTION
Scientific orientation REGARDING
SOCIAL MEDIA FOR
Perceived work load AGRICULTURAL
DEVELOPMENT
Job involvement

Organizational climate

Abroad exposure/
countries visited

Mass media utilization

Education
Number of publications
Achievement motivation
Participation in Innovative proneness
seminars/ conferences
e-readiness

Competition orientation

Field activities conducted

Trainings received

NON SIGNIFICANT SIGNIFICANT AT SIGNIFICANT AT

5 % LEVEL 1 % LEVEL

Fig. 7: Relationship between independent variables with perception of KVK

scientists regarding social media for agricultural development
 19 Trainings received 0.399**
20 Number of publications 0.199*
21 Participation in seminars/ conferences 0.231*

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level

4.9.2.3 Job experience and perception regarding social media for agricultural
development

There was significant relationship between job experience of the KVK

scientists and their perception regarding social media for agricultural development. As
a scientist starts to gain more experience in his/ her field of work, the scientist gets
acquainted with the right ways of doing work in a feasible and effective manner.
Social media is a hassle-free and convenient method of doing work. Therefore, the
scientists would develop a better perception regarding social media as they gain more
experience in their work.

4.9.2.4 Job performance and perception regarding social media for agricultural
development

It was revealed that the job performance of KVK scientists was positively and
significantly related to perception regarding social media for agricultural
development. The agricultural scientists would definitely want to perform better at
their jobs and when they get an effective tool as social media which would immensely
help them in achieving better results at work, their perception towards social media
would be better. KVK scientists perceive that social media brings efficiency in their
field operations. It also helps in building better relationship among employees. Thus,
the KVK scientists had good to better perception regarding social media for
agricultural development. Similar findings were reported by Federica and Mary
(2016).

Social media for Agricultural development: Perception of KVK scientists 142

4.9.2.5 Achievement motivation and perception regarding social media for
agricultural development

The results of the correlation test revealed highly significant relation between
achievement motivation of KVK scientists and their perception regarding social
media for agricultural development. KVK scientists with higher achievement
motivation will obviously develop better perception regarding social media. They try
to learn more about social media through practical experience, trial and error,
referring mass media and internet and attending workshops, seminars, training
programmes etc. The agricultural scientists with high achievement motivation try to
improve their work and have high self-efficacy and confidence. They prefer personal
responsibilities and want to obviously know about their performance and output.
This is possible through social media. The present findings of the study have
similarities with findings of Ghahraman et al. (2017) and Ayushi (2018).

4.9.2.6 Innovative proneness and perception regarding social media for

agricultural development

A highly and noticeably significant relation was found between innovative

proneness of the KVK scientists and their perception regarding social media for
agricultural development. The thriving of KVK scientists to use social media is
positively related to organizational support of innovation and the individual
innovative behaviour of KVK scientists themselves. Innovations like social media
will have favourable perception among KVK scientists who are considered to be
respectable and advice providers among the farming community and scientific
community. Such identical findings were reported by Ayushi (2018) and Sidra et al.
(2018) also.

4.9.2.7 Scientific orientation and perception regarding social media for

agricultural development

There’s a significant relationship that was noticed between scientific

orientation of the KVK scientists and their perception regarding social media for
agricultural development. Scientists with more orientation towards the scientific
method and progress in research would like to stay in constant touch with the

143 Dishant Jojit James, Ph. D. 2020

scientific community on social media like ResearchGate. Social media can be
effective for the agricultural scientists in spreading scientific awareness among the
farming community as well. However, the research findings in the study are in
contradiction with the observations made by Deepak (2019).

4.9.2.8 Perceived work load and perception regarding social media for
agricultural development

There was negative yet a significant relationship between perceived work load
of the KVK scientists and their perception regarding social media for agricultural
development. With an increase in work hours and targets, the stress level among
scientists also tended to increase. Nowadays, due to ease of connectivity, more
number of farmers post their queries to scientists through social media and scientists
are forced to give them suggestions and collect feedback from farmers as a part of
their work. In previous days, hardly one or two farmers would visit KVKs or make
phone calls for obtaining information or suggestions. In the present day, every
scientist gets at least ten messages related to field work or office work from farmers,
colleagues and higher officials, through social media. Thus, the scientists with high
workload would have poor perception regarding social media for agricultural
development. Identical findings were put forth by Peter et al. (2019).

4.9.2.9 Job involvement and perception regarding social media for agricultural
development

Between job involvement of KVK scientists and their perception regarding

social media for agricultural development there was a significant relationship.
Agricultural scientists with high job involvement are more likely to regard their work
as interesting and significant, and to loyally channel their efforts to help the KVK
attain its goals. Social media, with its high degree of interactive features, helps
scientists in involving in their work in an enjoyable and jovial manner. Thus, the
scientists who involve themselves better in their jobs, by utilising social media will
have better perception regarding social media for agricultural development.

Social media for Agricultural development: Perception of KVK scientists 144

4.9.2.10 e-readiness and perception regarding social media for agriculture
development

e-readiness of KVK scientists and perception of theirs regarding social media

for agricultural development had significant relationship. Scientists possessing greater
e-readiness will tend to potentially use latest technologies like social media more and
in the process, they would gain better perception regarding social media for
agricultural development, as the latter is their mandate.

4.9.2.11 Organizational climate and perception regarding social media for

agriculture development

It was seen that organizational climate had a positive, significant relationship

with the perception of KVK scientists regarding social media for agricultural
development. When there is freedom for the agricultural scientists to use innovative
and feasible methods to perform their duties, they would prefer to use social media in
such an organizational setup. Thus, KVK scientists with flexible and favourable
organizational climate will have good perception regarding social media for
agricultural development.

4.9.2.12 Competition orientation and perception regarding social media for

agriculture development

Competition orientation had relationship which was highly significant with the
perception of KVK scientists regarding social media for agricultural development.
Competition orientation among KVK scientists serves as an important part of the
strategy creation in KVKs regarding approaches to solve various problems and issues
plaguing agriculture in the concerned district. A higher level of the competitor
orientation directly and positively influences the perception of KVK scientists
regarding social media for agricultural development as the social media and its ever
advancing features ensures that the scientists who use social media would have a
healthy competitive edge definitely, over those KVK scientists who do not ardently
favour social media. Similar finding was reported by Okoro et al. (2018)

145 Dishant Jojit James, Ph. D. 2020

4.9.2.13 Abroad exposure/ countries visited and perception regarding social
media for agricultural development

The results of the study revealed that there was a significant relationship between the
abroad exposure of KVK scientists and their perception regarding social media for
agricultural development. The world is globalizing and so are the professionals of
modern day. Today’s KVK scientists prefer to be updated regarding various
happenings in the world, especially in the countries they would have visited for
attending a training programme or conference. Since this is possible through social
media, KVK scientists who have travelled abroad will develop a better perception
regarding social media for agricultural development.

4.9.2.14 Field activities conducted and perception regarding social media for
agricultural development

It was found that the field activities conducted by KVK scientists had a highly
significant relationship with their perception regarding social media for agricultural
development. In the course of their work, KVK scientists have to conduct umpteen
number of field activities and it would be very handy for them to have tools like social
media to inform the famers or trainees and facilitate the field activities seamlessly.
Thus, agricultural scientists will have a good perception regarding social media for
agricultural development.

4.9.2.15 Mass media utilization and perception regarding social media for
agricultural development

There was significant relationship between mass media utilization level of KVK
scientists and their perception regarding social media for agricultural development.
Agricultural scientists who use mass media like radio, television and newspaper to a
greater extent would be more updated about the latest technologies and social media.
They are more likely to watch TV shows on social media usage, read newspaper
articles on social media and listen to radio talks of eminent scientists explaining the
benefits of using modern day social media in agriculture. Thus, the KVK scientists
with more mass media utilization would develop better perception regarding social

Social media for Agricultural development: Perception of KVK scientists 146

media for agricultural development. Similar finding was reported by Tanweer (2015),
whereas the results were contradicting with the results reported by Jyoti (2016).

4.9.2.16 Trainings received and perception regarding social media for

agricultural development

Trainings received by the KVK scientists had a highly significant relation with
perception regarding social media for agricultural development. Since different people
learn differently, the organizers of training programmes use variety of media for
training the KVK scientists since it would help ensure that everyone understands the
issue or topic of interest. Of late, the major media being used by the trainers and
subject experts is social media. Thus, when the KVK scientists attend more number of
training programmes wherein they enrol themselves, obtain information, submit
queries, get their doubts clarified and provide feedback using social media, it is
obvious that in due course of time, they would develop a better perception regarding
social media for agricultural development. Also, through proper and stakeholder
oriented training in social media, effective agricultural communication can be done
through social media. Therefore, regular and periodic training on social media should
be provided to KVK scientists for the effective and efficient use of social media for
agricultural development. Similar findings were reported by Bhattacharjee and
Saravanan (2018).

4.9.2.17 Number of publications and perception regarding social media for

agricultural development

The number of publications of KVK scientists was significantly related with

their perception regarding social media for agricultural development. Writing
scientific works such as books, research papers, research notes, articles abstracts etc.
is one of the duties of KVK scientists and the number of publications is one of the
important criteria for their promotions. Since social media can provide them valuable
information on latest areas of research and also help them collaborate with scientists
who have worked or would like to work on the topic of interest, the KVK scientists
would have a better perception regarding social media for agricultural development.
Similar finding was reported by Abdul (2016).

147 Dishant Jojit James, Ph. D. 2020

4.9.2.18 Participation in seminars/ conferences and perception regarding social
media for agricultural development

The study reveals that there was significant relationship between participation
of KVK scientists in seminars/ conferences and their perception regarding social
media for agricultural development. Most of the information regarding online
webinars, conferences and seminars are circulated in social media like WhatsApp and
Instagram. Even live webinars are held on social media like Facebook and YouTube.
Thus, the KVK scientists who have tendency of attending or participating in larger
number of seminars/ conferences will have a good perception regarding social media
for agricultural development. Similar finding was reported by Pragya (2017).

Since there exists significant relationship between personal, socio-economic,

communication and psychological characteristics of KVK scientists with their
perception regarding social media for agricultural development, the hypothesis set
forth for the study i.e., there is no relationship between the personal, socio-
psychological and communication characteristics of KVK scientists and their
perception regarding social media for agriculture development, is rejected.

4.9.3 Relationship of personal, socio-economic, psychological and communication

characteristics of KVK scientists with their extent of utilization of social
media

Correlation test was duly employed to find relationship between personal,

socio-economic, psychological and communication characteristics of KVK scientists
with their extent of utilization of social media. The results in Table 18 as pictorially
depicted in figure 8 reveal that education, innovative proneness, e-readiness, trainings
received and participation in seminars/ conferences had positive, significant
relationship with the extent of utilization of social media by KVK scientists at
significance level of one per cent. Whereas, the variables job experience, job
satisfaction, job performance, achievement motivation, scientific orientation, job
involvement, organizational climate, competition orientation, awards/ recognition
received, abroad exposure/ countries visited, field activities conducted, mass media
utilization and number of publications had significant relationship with extent of
utilization of social media by KVK scientists at the probability level of five per cent.

Social media for Agricultural development: Perception of KVK scientists 148

Remaining three variables, namely age, rural urban background and perceived
workload were found to have no significant relationship with extent of utilization of
social media by KVK scientists.

The explanation for the personal, psychological, socio-economic, and

communication characteristics of KVK scientists having significant to highly
significant relationship with extent of utilization of social media is given in the
ensuing paragraphs.

Table 18: Relationship of personal, psychological, socio-economic, and

communication characteristics with extent of utilization of social
media by KVK Scientists (n=161)
Correlation
Sl. No. Independent Variables
coefficient
1 Age 0.091NS
2 Education 0.261**
3 Rural urban background 0.076NS
4 Job experience 0.200*
5 Job satisfaction 0.199*
6 Job performance 0.210*
7 Achievement motivation 0.246*
8 Innovative proneness 3.110**
9 Scientific orientation 0.253*
10 Perceived work load 0.028NS
11 Job involvement 0.222*
12 e-readiness 0.299**
13 Organizational climate 0.241*
14 Competition Orientation 0.195*
15 Awards/ recognition received 0.211*
16 Abroad exposure/ countries visited 0.250*
17 Field activities conducted 0.246*
18 Mass media utilization 0.252*

149 Dishant Jojit James, Ph. D. 2020

 Age

Rural urban background

Perceived work load

Job experience

Job satisfaction

Job performance

Achievement motivation

Scientific orientation EXTENT OF

UTILIZATION
Job involvement
OF SOCIAL
Organizational climate MEDIA

Competition orientation

Awards/ recognition
received

Abroad exposure/ countries

visited Education
Field activities conducted Innovative proneness

Mass media utilization e-readiness

Number of publications Trainings received

Participation in seminars/
conferences

NON SIGNIFICANT SIGNIFICANT AT SIGNIFICANT AT

5 % LEVEL 1 % LEVEL

Fig. 8: Relationship between independent variables with extent of utilization of

social media by KVK scientists
 19 Trainings received 0.300**
20 Number of publications 0.197*
21 Participation in seminars/ conferences 0.279**

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level

4.9.3.1 Education with extent of the utilization of social media

The correlation test reveals that there was positive, highly significant
relationship between education of the KVK scientists and their extent of utilization of
social media. Education provides an opportunity for the KVK scientists to expose
themselves to various social media, which are useful in carrying messages on
different aspects of farming in a handy manner. Thus, the KVK scientists with higher
educational level tend to use social media to a greater extent. Similar findings were
reported by Jyoti (2016), Helani et al. (2019) and Kumar et al. (2019).

4.9.3.2 Job experience with extent of the utilization of social media

Job experience of KVK scientists had significant relationship with extent of

utilization of social media. The KVK scientists with more job experience would have
used wide variety of social media tools over the years, while serving in different
institutions and through interaction with diverse number of scientists and extension
workers. Thus, the KVK scientists with more job experience would obviously use
more number of social media. Almost identical findings were reported by Darshan
(2015).

4.9.3.3 Job satisfaction with extent of the utilization of social media

Significant relationship was found between job satisfaction of KVK scientists

with their extent of utilization of social media. Employees who promote friendship,
respect and warmth among each other for a better organizational relationship are
preferred by everyone alike, including colleagues and superiors. This is possible
through the means of social media. Agricultural scientists satisfied with the job tend
to remain happy at work and they also spread this happiness to others in the KVK as

Social media for Agricultural development: Perception of KVK scientists 150

well as to farmers through the use of social media. Thus, there is a significant relation
between job satisfaction with extent of utilization of social media.

4.9.3.4 Job performance with extent of the utilization of social media

The results revealed that significant relationship that was found between job
performance of KVK scientists with their extent of utilization of social media. Rather
than pulling employees away from their jobs, social media actually makes them
more productive. Not only do social media tools give workers a way to relieve stress
during the day, they can help project team members communicate more effectively
and gain new insights into their work. Enhanced use of social media creates a sense of
team spirit among the agricultural scientists and also helps them in engaging the
farming community effectively. Therefore, there is significant relation between job
performance of KVK scientists that was found with extent of utilization of social
media. Similar finding was reported by Mojtaba et al. (2014).

4.9.3.5 Achievement motivation with extent of the utilization of social media

The results showed significant relation between achievement motivation of

KVK scientists with their extent of utilization of social media. The agricultural
scientists who are motivated to maintain or improve their good work will constantly
try to use effective means to obtain effective results at work. Since social media are
suitable tools for achieving high performance by supplementing real world efforts
with virtual backup, the KVK scientists who have high achievement motivation would
prefer to use social media to promote as well as facilitate most of their activities.
Similar finding was reported by Yehudit (2015).

4.9.3.6 Innovative proneness with extent of the utilization of social media

Innovative proneness was found to be related to extent of utilization of social

media by KVK scientists in a highly significant manner. Social media can facilitate
regular brainstorming sessions among KVK scientists when working on a project.
This would create immense engagement as scientists themselves as well as their
colleagues have a good say in the strategy planning process, which becomes more
creative with use of social media. It is thus, evident that the KVK scientists with

151 Dishant Jojit James, Ph. D. 2020

greater innovative proneness would have a greater utilization pattern of social media.
Similar finding was put forth by Sidra et al. (2018).

4.9.3.7 Scientific orientation with extent of the utilization of social media

It can be observed from results of the study that the scientific orientation of
KVK scientists was significantly related to their extent of utilization of social media.
Social media networks can help spread scientific knowledge. Sharing is the very
nature of these platforms, so they can help bring down barriers to the dissemination of
scientific information and surely foster the culture of science communication amongst
different stakeholders including KVK scientists. The agricultural scientists can make
the best possible use of social media for promoting their genuine scientific interests
and extend the benefits of agricultural science to farmers and general public.
Therefore, there exists a strong and significant relationship between scientific
orientation of KVK scientists and their extent of utilization of social media.

4.9.3.8 Job involvement with extent of the utilization of social media

A significant relationship ensued between job involvement seen in the KVK

scientists and their extent of utilization of social media. Social media can be
effectively used internally within a Krishi Vigyan Kendra to engage the agricultural
scientists, the same way it is employed externally to engage farmers. Increasingly,
organizations are adopting internal social media platforms such as Workplace by
Facebook to inspire symbiotic relationships of mutual support and trust. These
platforms can help foster the necessary conditions for collaboration and facilitate
cross-pollination of ideas and information throughout the organization. Thus, a greater
utilization of social media by KVK scientists would have significant relation with
their job involvement. Similar finding was reported by Agusramadani and Lia (2018).

4.9.3.9 e-readiness with extent of the utilization of social media

Results of this study show a significant relationship existing between e-

readiness of KVK scientists with their extent of utilization of social media. The KVK
scientists having higher e-readiness will use the different social media to a greater
extent to perform their job effectively and efficiently. Hence, a significant relationship

Social media for Agricultural development: Perception of KVK scientists 152

ensues between e-readiness and the extent of utilization of social media by the KVK
scientists.

4.9.3.10 Organizational climate with extent of the utilization of social media

A significant relationship ensued between job involvement seen in the KVK

scientists and their extent of utilization of social media. When the senior scientist and
head gives positive freedom to the subordinates to make decisions and solve their
problems at each step of the work, the scientists would feel free to use modern tools
such as social media to supplement and complement their work. Thus, there’s a
significant relation between job involvement of KVK scientists and their extent of
utilization of social media.

4.9.3.11 Competition orientation with extent of the utilization of social media

The results of revealed a significant relationship that was found between

competition orientation of the KVK scientists and their extent of utilization of social
media. The plethora of social media tools provide a platform for imbrication of
changing strategies that organizations have to make to meet the ever changing
demands of the modern world. The KVK would have to develop procedures to handle
multiple queries of farmers. Here, by linking social media with farmer service, the
KVK scientists can reduce the cost of extension activities and transfer of technology
in a competitive manner. In this way, there exists a significant relationship between
the competition orientation of the KVK scientists and their extent of utilization of
social media.

4.9.3.12 Awards/ recognition received with extent of the utilization of social

media

The results of present study shows the significant relationship found between
awards/ recognition received by the KVK scientists and their extent of utilization of
social media. When the KVK scientists get awards or receive any type of recognition,
they would prefer to share the good news of achievement on social media. Thus,
there’s a significant relationship between the awards/ recognition received by the
KVK scientists and their extent of utilization of social media.

153 Dishant Jojit James, Ph. D. 2020

4.9.3.13 Abroad exposure/ countries visited with extent of the utilization of social
media

A significant relationship ensued between abroad exposure/ countries visited

by KVK scientists and their extent of utilization of social media. When a scientist
travels abroad, he/she usually uses WiFi connectivity and social media to
communicate with family and friends. Also, the social media trend in foreign
countries will have positive influence on the usage level of social media by KVK
scientists. Thus, it can be properly concluded that a significant relationship was
present between abroad exposure/ countries visited by KVK scientists and their extent
of utilization of social media. Similar finding was put forth by Twombly et al. (2013).

4.9.3.14 Field activities conducted with extent of the utilization of social media

It was observed from results of the study that the field activities conducted by
KVK scientists had significant relationship seen with their extent of utilization of
social media. Most of the field activities conducted by KVK scientists need the
assistance or backup of social media for sharing location of the field, images related
to training programmes or demonstrations, timing coordination, answering queries
and feedback generation. Thus, the KVK scientists having conducted more number of
field activities especially in past few years would have greater extent of utilization of
social media.

4.9.3.15 Mass media utilization with extent of the utilization of social media

There exists significant relation between mass media utilization of KVK

scientists with their extent of utilization of social media. Frequent use of mass media
like radio, television, newspaper and other literature would facilitate the KVK
scientists to develop habit of gathering or harnessing more information on using social
media. Thus mass media utilization is having a significant relation with the extent of
utilization of social media by KVK scientists. Similar findings were reported by Jha et
al. (2014).

Social media for Agricultural development: Perception of KVK scientists 154

4.9.3.16 Trainings received with extent of the utilization of social media

There was a significant relationship between trainings received by KVK

scientists and their extent of utilization of social media. Training provides an
opportunity to the KVK scientists for developing knowledge and skill in effectively
utilising ICT tools, particularly social media in the modern day context. Thus, training
programmes would influence the KVK scientists to utilize the social media to a
greater extent. Similar findings were put forth by Raghava and Punna (2014) and
Sulaiman et al. (2015).

4.9.3.17 Number of publications with extent of the utilization of social media

There was a significant relationship ensuing between number of publications

of KVK scientists and their extent of utilization of social media. When the KVK
scientists search for reviews for their research write-ups, they refer to ResearchGate,
which is a predominant social media for the scientific community. Also, they use
other available social media to collaborate with researchers and disseminate their
research findings. It is thus evident that there would be a significant relation between
number of publications of the KVK scientists and their extent of utilization of social
media.

4.9.3.18 Participation in seminars/ conferences with extent of the utilization of

social media

It was evidenced that there was highly significant relationship between

participation of KVK scientists in seminars/ conferences with their extent of
utilization of social media. When the KVK scientists attend seminars/ conferences,
they would get introduced to a number of scientists and scientific groups/
communities on social media. Thus, it is obvious that there was significant
relationship between the participation of KVK scientists in seminars/ conferences
with their extent of utilization of social media.

Since there exists a significant relationship between the personal, socio-

economic, psychological and communication characteristics of KVK scientists with
their extent of utilization of social media, the hypothesis set forth for the study i.e.,

155 Dishant Jojit James, Ph. D. 2020

there is no relationship between the personal, socio-psychological and communication
characteristics of KVK scientists and their extent of utilization of social media, is
rejected.

4.10 Extent of contribution of personal, socio-economic, psychological and

communication characteristics of KVK scientists on knowledge, perception
and extent of utilization of social media

4.10.1 Extent of contribution of personal, socio-economic, psychological and

communication characteristics of KVK scientists on their knowledge
regarding social media

Multiple regression analysis was employed for determining the extent of

contribution of personal, socio-economic, psychological and communication
characteristics of KVK scientists towards their knowledge level regarding social
media (Table 19 and figure 9). The data in Table 19 reveals that education, innovative
proneness, e-readiness and trainings received by the KVK scientists were significantly
contributing to their knowledge regarding social media at level of probability of one
per cent. Whereas, job experience, job performance, achievement motivation,
scientific orientation, job involvement, competition orientation, awards/ recognition
received, abroad exposure/ countries visited, field activities conducted, mass media
utilization, number of publications and participation in seminars/ conferences were
significantly contributing to the knowledge of KVK scientists regarding social media
at five per cent probability level. The remaining variables, namely, age, rural urban
background, job satisfaction, perceived workload and organizational climate had not
significantly contributed to the knowledge of KVK scientists regarding social media.
The results also indicated that 87.15 per cent of variation in the knowledge of KVK
scientists regarding social media was explained by all the 21 independent variables
that were included in study, as evidenced by R2 value of 0.8715.

It can be inferred that variables such as education, innovative proneness, e-

readiness, trainings received, job experience, job performance, achievement
motivation, scientific orientation, job involvement, competition orientation, awards/
recognition received, abroad exposure/ countries visited, field activities conducted,
mass media utilization, number of publications and participation in seminars/

Social media for Agricultural development: Perception of KVK scientists 156

conferences have immensely contributed towards the knowledge of KVK scientists
regarding social media.

Table 19: Extent of contribution of independent variables towards the

knowledge of KVK Scientists regarding social media (n=161)
Regression SE of Regression ‘t’
Sl.No. Selected factors
coefficient coefficient value
1 Age 0.921 0.816 0.885NS
2 Education 0.241 0.722 2.990**
3 Rural urban background 0.620 0.516 0.832NS
4 Job experience 0.316 0.629 1.990*
5 Job satisfaction 0.134 0.121 0.902NS
6 Job performance 0.156 0.316 2.025*
7 Achievement motivation 0.122 0.296 2.420*
8 Innovative proneness 0.224 0.812 3.625**
9 Scientific orientation 0.236 0.569 2.411*
10 Perceived work load 0.261 0.171 0.655NS
11 Job involvement 0.172 0.396 2.302*
12 e-readiness 0.339 0.921 2.716**
13 Organizational climate 0.129 0.089 0.689NS
14 Competition Orientation 0.176 0.412 2.340*
Awards/ recognition
15 0.329 0.692 2.103*
received
Abroad exposure/
16 0.310 0.777 2.501*
countries visited
17 Field activities conducted 0.159 0.396 2.492*
18 Mass media utilization 0.179 0.444 2.484*
19 Trainings received 0.296 0.888 3.000**
20 Number of publications 0.286 0.568 1.986*
Participation in seminars/
21 0.167 0.341 2.041*
conferences

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level, SE= Standard Error; R2= 0.8715

157 Dishant Jojit James, Ph. D. 2020

 Participation in Number of Mass media Field Activities
Seminars/ publications utilization
Trainings received conducted
Conferences

Age Abroad Exposure/

Countries visited

Education
Awards/
Recognition
Rural Urban received
Background KNOWLEDGE
REGARDING
SOCIAL MEDIA Competition
Orientation
Job Experience

Job Satisfaction Organizational

Climate

Job Performance e-readiness

Achievement Innovative Scientific Perceived Job Involvement

motivation Proneness Orientation Workload

NON SIGNIFICANT SIGNIFICANT AT 5 % LEVEL SIGNIFICANT AT 1 % LEVEL

Fig. 9: Empirical model on extent of contribution of independent variables towards knowledge of KVK scientists regarding
social media
4.10.2 Extent of contribution of personal, socio-economic, psychological and
communication characteristics of KVK scientists on their perception
regarding social media for agricultural development

The results in Table 20 reveal that education, achievement motivation, e-

readiness and trainings received by KVK scientists were significantly contributing to
their perception regarding social media for agricultural development at level of
significance of one per cent, while job experience, job performance, innovative
proneness, scientific orientation, job involvement, organizational climate, competition
orientation, abroad exposure/ countries visited, field activities conducted, mass media
utilization and participation in seminars/ conferences were significantly contributing
towards the perception of KVK scientists regarding social media for agricultural
development at level of probability of five per cent. However, age, rural urban
background, job satisfaction, perceived workload, awards/ recognition received and
number of publications of KVK scientists did not significantly contribute to their
perception regarding social media for agricultural development. All the 21
independent variables that fit together in regression model explained 80.95 per cent of
variation in developing perception regarding social media for agricultural
development (Table 20 and figure 10).

It can be inferred that variables such as education, achievement motivation, e-

readiness, trainings received by KVK scientists, job experience, job performance,
innovative proneness, scientific orientation, job involvement, organizational climate,
competition orientation, abroad exposure/ countries visited, field activities conducted,
mass media utilization and participation in seminars/ conferences have immensely
contributed towards the perception of KVK scientists regarding social media for
agricultural development.

4.10.3 Extent of contribution of personal, socio-economic, psychological and

communication characteristics of KVK scientists on their extent of
utilization of social media

It can be visualised from Table 21 that education and trainings received by the
KVK scientists significantly contributed to their extent of utilization of social media
at one per cent level, while job experience, job performance, achievement motivation,

Social media for Agricultural development: Perception of KVK scientists 158

innovative proneness, scientific orientation, job involvement, e-readiness,
organizational climate, competition orientation, awards/ recognition received, abroad
exposure/ countries visited, field activities conducted, mass media utilization, number
of publications and participation in seminars/ conferences significantly contributed to
the extent of utilization of social media by KVK scientists, at five per cent probability
level.

However, the independent variables such as age, rural urban background, job
satisfaction and perceived workload did not contribute significantly towards the extent
of utilization of social media by the KVK scientists. The R2 value of 0.8191 indicates
that all the 21 independent variables fitted together in the regression model explained
81.91 per cent of the variation in extent of utilization of social media by KVK
scientists (Table 21 and figure 11).

Table 20: Extent of contribution of independent variables towards perception of

KVK Scientists regarding social media for agricultural development (n=161)
SE of
Regression ‘t’
Sl.No. Selected factors Regression
coefficient value
coefficient
1 Age 0.318 0.372 1.169NS
2 Education 0.220 0.612 2.780**
3 Rural urban background 0.277 0.258 0.930NS
4 Job experience 0.209 0.441 2.110*
5 Job satisfaction 0.894 0.921 1.030NS
6 Job performance 0.126 0.252 2.000*
7 Achievement motivation 0.248 0.911 3.660**
8 Innovative proneness 0.203 0.411 2.050*
9 Scientific orientation 0.250 0.670 2.680*
10 Perceived work load 0.310 0.380 1.220NS
11 Job involvement 0.324 0.910 2.810*
12 e-readiness 0.306 0.916 2.990**
13 Organizational climate 0.250 0.616 2.440*
14 Competition Orientation 0.410 0.912 2.200*

159 Dishant Jojit James, Ph. D. 2020

 Participation in Number of Mass media
Trainings received Field Activities
Seminars/ publications utilization conducted
Conferences

Age Abroad Exposure/

Countries visited

Education
Awards/ Recognition
received
Rural Urban
Background
PERCEPTION
REGARDING
SOCIAL MEDIA Competition
FOR Orientation
Job Experience
AGRICULTURAL
DEVELOPMENT

Job Satisfaction Organizational

Climate

Job Performance
e-readiness

Achievement Innovative Scientific Perceived Job Involvement

motivation Proneness Orientation Workload

NON SIGNIFICANT SIGNIFICANT AT 5 % LEVEL SIGNIFICANT AT 1 % LEVEL

Fig. 10: Empirical model on extent of contribution of independent variables towards perception of KVK scientists regarding
social media for agricultural development
 Participation in Number of Mass media
Trainings received Field Activities
Seminars/ publications utilization conducted
Conferences

Age Abroad Exposure/

Countries visited

Education
Awards/
Recognition
Rural Urban received
Background EXTENT OF
UTILIZATION
OF Competition
SOCIAL MEDIA Orientation
Job Experience

Job Satisfaction Organizational

Climate

Job Performance e-readiness

Achievement Innovative Scientific Perceived Job Involvement

motivation Proneness Orientation Workload

NON SIGNIFICANT SIGNIFICANT AT 5 % LEVEL SIGNIFICANT AT 1 % LEVEL

Fig. 11: Empirical model on extent of contribution of independent variables towards extent of utilization of social media by
KVK scientists
 15 Awards/ recognition received 0.589 0.569 0.966NS
Abroad exposure/ countries
16 0.250 0.610 2.450*
visited
17 Field activities conducted 0.357 0.861 2.410*
18 Mass media utilization 0.368 0.925 2.510*
19 Trainings received 0.016 0.318 2.728**
20 Number of publications 0.106 0.211 1.990NS
Participation in seminars/
21 0.380 0.920 2.420*
conferences

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level, SE= Standard Error; R2= 0.8095.

Table 21: Extent of contribution of independent variables towards extent of

utilization of social media by KVK Scientists (n=161)
Regression SE of Regression ‘t’
Sl.No. Selected factors
coefficient coefficient value
1 Age 0.161 0.090 0.559NS
2 Education 0.328 0.921 2.807**
3 Rural urban background 0.261 0.121 0.463NS
4 Job experience 0.345 0.861 2.495*
5 Job satisfaction 0.899 0.769 0.855NS
6 Job performance 0.225 0.561 2.493*
7 Achievement motivation 0.196 0.469 2.392*
8 Innovative proneness 0.259 0.518 2.000*
9 Scientific orientation 0.264 0.666 2.522*
10 Perceived work load 0.369 0.212 0.574NS
11 Job involvement 0.320 0.712 2.225*
12 e-readiness 0.255 0.612 2.400*
13 Organizational climate 0.258 0.592 2.295*
14 Competition Orientation 0.283 0.692 2.445*
Awards/ recognition
15 0.266 0.592 2.226*
received
Abroad exposure/
16 0.242 0.498 2.057*
countries visited

Social media for Agricultural development: Perception of KVK scientists 160

 17 Field activities conducted 0.348 0.812 2.333*
18 Mass media utilization 0.397 0.792 1.994*
19 Trainings received 0.288 0.868 3.013**
20 Number of publications 0.346 0.692 2.010*
Participation in seminars/
21 0.207 0.501 2.421*
conferences

NS=Non-significant, * Significant at 5 per cent level, ** Significant at 1 per cent

level, SE= Standard Error; R2= 0.8191

It can be inferred that variables such as education, trainings received, job

experience, job performance, achievement motivation, innovative proneness,
scientific orientation, job involvement, e-readiness, organizational climate,
competition orientation, awards/ recognition received, abroad exposure/ countries
visited, field activities conducted, mass media utilization, number of publications and
participation in seminars/ conferences significantly contributed to the extent of
utilization of social media by KVK scientists.

4.11 Direct, indirect and largest indirect effect of selected personal, socio-
economic, psychological and communication characteristics of KVK
scientists on their knowledge, perception and extent of utilization of social
media

In order to quantitatively interpret the direct, the indirect and the largest indirect
effects of personal, psychological, socio-economic and communication characteristics
of KVK scientists on their knowledge regarding social media, perception towards
social media for agricultural development and the utilization extent of social media,
path analysis was carried out. The obtained results are presented in the tables 22, 23
and 24.

4.11.1 Direct, indirect and the largest indirect effect of selected personal, socio-
economic, psychological and communication characteristics of KVK
scientists on their knowledge regarding social media

Path co-efficient of the personal, socio-economic, psychological and

communication characteristics of KVK scientists with respect to direct effects, the

161 Dishant Jojit James, Ph. D. 2020

total indirect effects and the largest indirect effects that were channelled through other
independent variables on knowledge regarding social media are presented in Table 22.
For path analysis, sixteen variables were considered that having positive, significant
relationship with the knowledge of KVK scientists regarding social media. The direct
effect, total indirect effect of each independent variable and the first, the second and
the third largest indirect effects that were channeled through the other factors are also
presented in figure 12.

Evidently, from Table 22, all the sixteen independent variables selected for
path analysis did have a positive, direct effect on knowledge of KVK scientists
regarding social media.

Table 22: Direct, indirect and largest indirect effects of personal, socio-economic,
psychological and communication characteristics on knowledge of
KVK scientists regarding social media (n=161)
Three largest
Total indirect
Factor Factors/ Correlation Direct
Rank indirect Rank effects
No. Characteristics coefficient effect
effect channelled
through
0.216 X14
X1
Education 0.402** 0.312 3 0.333 3 0.199 X5
0.170 X10
0.286 X14
X2 0.201*
Job experience 0.142 10 0.281 7 0.199 X8
0.099 X1
Job 0.286 X1
0.199*
X3 performance 0.141 11 0.289 6 0.186 X8
0.081 X1
Achievement 0.310 X14
X4 0.216*
motivation 0.299 4 0.296 5 0.296 X8
0.111 X1
0.312 X8
X5 Innovative
0.313** 0.201 5 0.331 4 0.300 X2
proneness
0.092 X1
Scientific 0.296 X5
0.202*
X6 orientation 0.181 7 0.201 9 0.222 X8
0.192 X1
0.312 X11
X7 Job
0.222* 0.199 6 0.199 10 0.292 X12
involvement
0.196 X1
0.310 X14
X8 e-readiness 0.300**
0.412 2 0.381 2 0.296 X3
0.196 X1

Social media for Agricultural development: Perception of KVK scientists 162

 0.198 X14
Competition
X9 0.239* 0.162 8 0.277 8 0.191 X8
Orientation
0.092 X1
Awards/
0.196 X4
X10 recognition 0.248*
0.031 16 0.129 15 0.192 X6
received
0.190 X5
Abroad
exposure/ 0.131 X14
X11 0.226*
countries 0.081 15 0.092 16 0.121 X16
visited 0.009 X15

Field activities 0.412 X1

X12 conducted 0.210* 0.132 12 0.181 11 0.310 X2
0.290 X6
0.312 X14
X13 Mass media
0.251* 0.150 9 0.177 12 0.300 X8
utilization
0.191 X11
Trainings 0.288 X8
X14 0.410**
received 0.497 1 0.389 1 0.182 X1
0.086 X15
0.192 X2
Number of
X15 0.244* 0.092 14 0.160 14 0.191 X9
publications
0.092 X8
Participation in 0.236 X3
X16 seminars/ 0.233* 0.122 13 0.169 13 0.206 X10
conferences 0.166 X9

Residual effect= 0.1285

Ranking of variables based on the total direct effects on knowledge of KVK

scientists regarding social media reveals that trainings received (X14) had highest
direct effect (0.497) on knowledge of KVK scientists regarding social media,
followed by e-readiness (X8) with direct effect value of 0.412, education (X1) with
direct effect value of 0.312, achievement motivation (X4) with direct effect value of
0.299, innovative proneness (X5) with direct effect value of 0.201, job involvement
(X7), with a direct effect value of 0.199, scientific orientation or factor X6 with direct
effect of 0.181, followed by competition orientation or factor X9 with direct effect of
0.162, mass media utilization (X13) having direct effect value of 0.150, job
experience (X2) having direct effect value of 0.142 and job performance (X3) with
direct effect of 0.141. The last five variables which had less direct effect on
knowledge of KVK scientists regarding social media were field activities conducted
(X12) with direct effect of 0.132, participation in seminars/ conferences (X16) with

163 Dishant Jojit James, Ph. D. 2020

Fig. 12: Path Analysis showing the effects of profile of KVK scientists on their knowledge regarding social media
direct effect of 0.122, number of publications (X15) with direct effect of 0.092,
abroad exposure/ countries visited (X11) with direct effect of 0.081 and awards/
recognition received (X10) with direct effect of 0.031.

With respect to total indirect effect of the personal, psychological, socio-

economic, and communication characteristics on knowledge of KVK scientists
regarding social media, it was found to be quite substantial. The ranking of these
effects revealed that trainings received (X14) ranked highest with the total indirect
effect of 0.389, followed by e-readiness (X8) with total indirect effect of 0.381,
education (X1) with a total indirect effect value of 0.333, innovative proneness (X5)
with a total indirect effect value of 0.331, achievement motivation (X4) with a total
indirect effect value of 0.296, job performance (X3) with a total indirect effect value
of 0.289, job experience (X2) with a total indirect effect value of 0.281, competition
orientation (X9) with a total indirect effect value of 0.277, scientific orientation (X6)
with a total indirect effect value of 0.201, job involvement (X7) with a total indirect
effect value of 0.199 and field activities conducted (X12) with a total indirect effect
value of 0.181 occupied the first eleven ranks that had highest total indirect effect on
knowledge of KVK scientists regarding social media in descending order. The
variables that occupied last five ranks with respect to having least indirect effect on
knowledge of KVK scientists regarding social media are mass media utilization (X13)
with a total indirect effect value of 0.177, participation in seminars/ conferences
(X16) with a total indirect effect value of 0.169, number of publications (X15) with a
total indirect effect value of 0.160, awards/ recognition received (X10) with a total
indirect effect value of 0.129 and abroad exposure/ countries visited (X11) with a total
indirect effect value of 0.092.

Further, it’s evident from results that first largest indirect effect channelled
was through trainings received (X14) in case of seven variables namely, education
(X1), job experience (X2), achievement motivation (X4), e-readiness (X8),
competition orientation (X9), abroad exposure/ countries visited (X11) and mass
media utilization (X13). This was followed by education (X1) and e-readiness (X8)
through which the first of the largest indirect effect was channelled for two variables
each, and job experience (X2), job performance (X3), achievement motivation (X4),
innovative proneness (X5) and abroad exposure/ countries visited (X11) for one

Social media for Agricultural development: Perception of KVK scientists 164

variable each. The second largest indirect effect was channelled through e-readiness
(X8) in case of six variables, viz., job experience (X2), job performance (X3),
achievement motivation (X4), scientific orientation (X6), competition orientation
(X9) and mass media utilization (X13). This was followed by job experience (X2) for
two variables, closely followed by innovative proneness (X5), field activities
conducted (X12), job performance (X3), scientific orientation (X6), participation in
seminars/conferences (X16), education (X1), competition orientation (X9) and
awards/recognition received (X10) for one variable each. However, the third largest
indirect effect was channelled through education (X1) in case of eight variables which
are, job experience (X2), job performance (X3), achievement motivation (X4),
innovative proneness (X5), scientific orientation (X6), job involvement (X7), e-
readiness (X8) and competition orientation (X9). This was followed by number of
publications (X15) for two variables, closely followed by awards/recognition received
(X10), innovative proneness (X5), scientific orientation (X6), abroad
exposure/countries visited (X11), e-readiness (X8) and competition orientation (X9)
for one variable each. The total residual effect was found to be 0.1285.

Ranking of variables based on the total direct effects on knowledge of KVK

scientists regarding social media reveals that trainings received had highest direct
effect on knowledge of KVK scientists regarding social media. Training on social
media helps the agricultural scientists to gain valuable knowledge on integration of
different types of social media, technicalities of social media, content creation and use
of social media in general. Training will help the scientists to handle social media
effectively and in the process, know more about the intricacies of social media. This is
the reason why training can be considered the forerunner of knowledge of KVK
scientists regarding social media as it had highest direct effect on knowledge
regarding social media. Training was followed by e-readiness, education, achievement
motivation, innovative proneness, job involvement, scientific orientation, competition
orientation, mass media utilization, job experience and job performance. The last five
variables which had less direct effect on knowledge of KVK scientists regarding
social media were field activities conducted, participation in seminars/ conferences,
number of publications, abroad exposure/ countries visited and awards/ recognition
received. These variables would have increased the knowledge of KVK scientists
regarding technical aspects, academic work, and worldly knowledge as well as

165 Dishant Jojit James, Ph. D. 2020

boosted their confidence but didn’t have a direct effect on the knowledge of scientists
regarding social media.

With respect to the total indirect effect of personal, socio-economic,

psychological and communication characteristics on knowledge of KVK scientists
regarding social media, it was found quite substantial. Ranking of these effects
revealed that trainings received ranked the highest. Training not only had the highest
direct effect, but also the highest indirect effect on knowledge of KVK scientists
regarding social media. If a scientist has undergone training, then indirectly, the
knowledge of the scientist regarding social media would increase substantially
whenever he/she has to use social media for professional improvement, while
organising field activities and other training programmes. In terms of total indirect
effect, training was followed by e-readiness, education, innovative proneness,
achievement motivation, job performance, job experience, competition orientation,
scientific orientation, job involvement and field activities conducted, which had the
highest total indirect effect on the knowledge of KVK scientists regarding social
media in the descending order of magnitude. On the other hand, the variables that
occupied the last five ranks in terms of having least indirect effect on knowledge of
KVK scientists regarding social media are mass media utilization, participation in
seminars/ conferences, number of publications, awards/ recognition received and
abroad exposure/ countries visited.

Further, it is evident from the findings that the first largest indirect effect
channelled was through trainings received in case of seven variables namely,
education, job experience, achievement motivation, e-readiness, competition
orientation, abroad exposure/ countries visited and mass media utilization. This was
followed by education and e-readiness through which the first largest indirect effect
was channelled for two variables each, and job experience, job performance,
achievement motivation, innovative proneness and abroad exposure/ countries visited
for one variable each. The second largest indirect effect was channelled through e-
readiness in case of six variables, viz., job experience, job performance, achievement
motivation, scientific orientation, competition orientation and mass media utilization.
This was followed by job experience for two variables, closely followed by
innovative proneness, field activities conducted, job performance, scientific

Social media for Agricultural development: Perception of KVK scientists 166

orientation, participation in seminars/conferences, education, competition orientation
and awards/recognition received for one variable each. However, the third largest
indirect effect was channelled through education in case of eight variables which are,
job experience, job performance, achievement motivation, innovative proneness,
scientific orientation, job involvement, e-readiness and competition orientation. This
was followed by number of publications for two variables, closely followed by
awards/recognition received, innovative proneness, scientific orientation, abroad
exposure/countries visited, e-readiness and competition orientation for one variable
each.

Training was the variable through which the first largest indirect effect of
seven independent variables was channelled through. This gives training received in
general and trainings on social media in particular highly important in having a direct,
indirect or largest indirect effect on knowledge of KVK scientists regarding social
media. When a scientist undergoes training on any topic in the modern day context,
he/she has to use social media to communicate with the training organisers and fellow
trainees. Even the feedback forms are circulated on social media. Conference calls
and audio calls take place through social media and trainings are the venues for expert
interaction regarding use of innovative technology in agriculture, which includes
social media. The second largest indirect effect was channelled through e-readiness
for six variables. Irrespective of how experienced or educated a scientist is, if he/she
is not e-ready, it would become very tough for gaining knowledge on social media.
On the other hand, a scientist with high degree of e-readiness can involve social
media in the job aspects easily counterparts abroad and through seminars. Education
was the variable through which the third largest indirect effect of an exceptional
number of eight independent variables was channelled through. All the KVK
scientists in the study had completed either their Master’s degree or Ph.D. So, this
made it very easy for them to know the technical intricacies of social media. Also,
whenever the scientist would win an award or publish an article, which is the result of
the extensive education the scientist would have undergone, he/she would post the
same on social media. Scientists who have reached so high in the in the educational
ladder would also want other students and young scholars to know more about
agriculture and allied aspects and the best platform in the modern era for
knowledgeable people to share knowledge with others, is social media.

167 Dishant Jojit James, Ph. D. 2020

4.11.2 Direct, indirect and largest indirect effect of selected personal, socio-
economic, psychological and communication characteristics of KVK
scientists on their perception regarding social media for agricultural
development

The path co-efficient of personal, socio-economic, psychological and

communication characteristics of KVK scientists with respect to their direct effects,
total indirect effects and largest indirect effects channelled through other independent
variables on perception regarding social media for agricultural development are
presented in Table 23. For the purpose of path analysis, sixteen variables which were
found to be having positive and significant relationship with the perception of KVK
scientists regarding social media for agricultural development, were considered. The
direct effect, total indirect effect of each of the independent variables and the first,
second and third largest indirect effects channeled through other factors are also
presented in figure 13.

Table 23: Direct, indirect and largest indirect effects of personal, socio-economic,
psychological and communication characteristics on perception of
KVK scientists regarding social media for agricultural development

(n=161)
Three
largest
Total
Factor Correlation Direct indirect
Factors/Characteristics Rank indirect Rank
No. coefficient effect effects
effect
channeled
through
0.192 X14
X1 0.180 X8
Education 0.361** 0.290 3 0.021 16
0.161 X2
0.172 X14
X2
Job experience 0.211* 0.197 7 0.392 3 0.151 X5
0.092 X1
0.016 X14
X3 Job performance 0.222* 0.180 10 0.311 4 0.011 X8
0.009 X5
0.121 X5
X4 0.316** 0.120 X8
Achievement 0.210 4 0.300 6
motivation 0.009 X14

Social media for Agricultural development: Perception of KVK scientists 168

 0.199 X14
X5 Innovative proneness 0.412**
0.200 5 0.301 5 0.189 X8
0.009 X3
0.262 X14
X6 Scientific orientation 0.202* 0.172 11 0.261 7 0.161 X5
0.096 X8
0.199 X5
X7 Job involvement 0.242*
0.191 8 0.201 8 0.099 X8
0.062 X14
0.128 X1
X8
e-readiness 0.444** 0.311 2 0.411 2 0.092 X14
0.041 X5
0.019 X14
Organizational climate 0.210*
X9 0.182 9 0.189 10 0.012 X8
0.009 X5
Competition 0.128 X12
X10 0.267**
Orientation 0.152 12 0.192 9 0.009 X5
0.001 X7
Abroad exposure/ 0.111 X14
X11 0.216*
countries visited 0.082 15 0.032 15 0.009 X8
0.002 X5
Field activities 0.181 X1
0.311**
X12 conducted 0.119 13 0.170 11 0.162 X8
0.152 X5
0.672 X4
X13
Mass media utilization 0.211* 0.199 6 0.091 13 0.520 X1
0.216 X5
0.009 X5
X14 Trainings received 0.399**
0.312 1 0.412 1 0.007 X8
0.006 X13
Number of 0.129 X14
0.199*
X15 publications 0.042 16 0.152 12 0.012 X8
0.011 X5
0.292 X1
Participation in
X16 0.231* 0.099 14 0.042 14 0.196 X8
seminars/ conferences
0.008 X5

Residual effect= 0.1905

A bird’s eye view of Table 23 reveals that all the sixteen independent
variables selected for path analysis had positive direct effect on perception of KVK
scientists regarding social media for agricultural development. Ranking of variables
based on the total direct effects on perception of KVK scientists regarding social
media for agricultural development reveals that trainings received (X14) had highest
direct effect (0.312) on perception of KVK scientists regarding social media for

169 Dishant Jojit James, Ph. D. 2020

Fig. 13: Path Analysis showing effects of profile of KVK scientists on their perception regarding social media for agricultural
development
agricultural development, followed by e-readiness (X8) with direct effect of 0.311,
education (X1) with direct effect of 0.290, achievement motivation (X4) with direct
effect of 0.210, innovative proneness (X5) with direct effect of 0.200, mass media
utilization (X13) with direct effect of 0.199, job experience (X2) with direct effect of
0.197, job involvement (X7) with direct effect of 0.191, organizational climate (X9)
with direct effect of 0.182, job performance (X3) with direct effect of 0.180 and
scientific orientation (X6) with direct effect of 0.172. The last five variables which
had less direct effect on perception of KVK scientists regarding social media for
agricultural development were competition orientation (X10) with direct effect of
0.152, field activities conducted (X12) with direct effect of 0.119, participation in
seminars/ conferences (X16) with direct effect of 0.099, abroad exposure/ countries
visited (X11) with direct effect of 0.082 and number of publications (X15) with direct
effect of 0.042.

With respect to the total indirect effect of personal, socio-economic,

psychological and communication characteristics on perception of KVK scientists
regarding social media for agricultural development, it was found to be remarkable.
Ranking of these effects revealed that trainings received (X14) ranked the highest
with total indirect effect of 0.412, followed by e-readiness (X8) with total indirect
effect of 0.411, job experience (X2) with total indirect effect of 0.392, job
performance (X3) with total indirect effect of 0.311, innovative proneness (X5) with
total indirect effect of 0.301, achievement motivation (X4) with total indirect effect of
0.300, scientific orientation (X6) with total indirect effect of 0.261, job involvement
(X7) with total indirect effect of 0.201, competition orientation (X10) with total
indirect effect of 0.192, organizational climate (X9) with a total indirect effect of
0.189 and field activities conducted (X12) with total indirect effect of 0.170 occupied
the first eleven ranks which had the highest total indirect effect on the perception of
KVK scientists regarding social media for agricultural development in the descending
order of magnitude. Whereas, the variables that occupied the last five ranks in terms
of having least indirect effect on perception of KVK scientists regarding social media
for agricultural development are number of publications (X15) with total indirect
effect of 0.152, mass media utilization (X13) with total indirect effect of 0.091,
participation in seminars/ conferences (X16) with total indirect effect of 0.042, abroad

Social media for Agricultural development: Perception of KVK scientists 170

exposure/ countries visited (X11) with total indirect effect of 0.032 and education
(X1) with total indirect effect of 0.021.

Further, it is evident from the findings that the first largest indirect effect
channelled was through trainings received (X14) in case of eight variables namely,
education (X1), job experience (X2), innovative proneness (X5), scientific orientation
(X6), organizational climate (X9), abroad exposure/ countries visited (X11) and
number of publications (X15). This was followed by education (X1) and innovative
proneness (X5) through which the first largest indirect effect was channelled for three
variables each, and achievement motivation (X4) and field activities conducted (X12)
for one variable each.

The second largest indirect effect was channelled through e-readiness (X8) in
case of eleven variables, namely, education (X1), job performance (X3), achievement
motivation (X4), innovative proneness (X5), job involvement (X7), organizational
climate (X9), abroad exposure/ countries visited (X11), field activities conducted
(X12), trainings received (X14), number of publications (X15) and participation in
seminars/ conferences (X16). This was followed by innovative proneness (X5) for
three variables and closely followed by education (X1) and trainings received (X14)
for one variable each. Remarkably, the third largest indirect effect was channelled
through innovative proneness (X5) in case of eight variables which are, job
performance (X3), e-readiness (X8), organizational climate (X9), abroad
exposure/countries visited (X11), field activities conducted (X12), mass media
utilization (X13), number of publications (X15) and participation in seminars or
conferences (X16). This was followed by trainings received (X14) for two variables
and closely followed by education (X1), job experience (X2), job performance (X3),
job involvement (X7), e-readiness (X8) and mass media utilization (X13) for one
variable each. The total residual effect was found to be 0.1905.

Ranking of variables based on the total direct effects on perception of KVK

scientists regarding social media for agricultural development reveals that trainings
received had highest direct effect on perception of KVK scientists regarding social
media for agricultural development, followed by e-readiness, education, achievement
motivation, innovative proneness, mass media utilization, job experience, job
involvement, organizational climate, job performance and scientific orientation. When

171 Dishant Jojit James, Ph. D. 2020

the scientists attend more number of trainings, they get a clear understanding of the
importance of social media for communication and transfer of technology in the
agricultural sector. They gain interest in using modern ICTs including social media
and the barriers or constraints that would have otherwise prevented them to use social
media effectively, are eliminated during training programmes. The interaction with
experts and co-trainees as well as case studies and success stories explained in the
course of training programme prove to be valuable in developing a good perception
towards social media among the agricultural scientists. This is the reason why
trainings received by the KVK scientists had the highest direct effect on their
perception regarding social media for agricultural development. The last five
variables which had less direct effect on perception of KVK scientists regarding social
media for agricultural development were competition orientation, field activities
conducted, participation in seminars/ conferences, abroad exposure/ countries visited
and number of publications. These variables are part of the professional life of KVK
scientists and may not have directly had an effect on their perception regarding social
media for agricultural development.

With respect to the total indirect effect of personal, socio-economic,

psychological and communication characteristics on perception of KVK scientists
regarding social media for agricultural development, it was found to be remarkable.
Ranking of these effects revealed that trainings received ranked the highest, followed
by e-readiness, job experience, job performance, innovative proneness, achievement
motivation, scientific orientation, job involvement, competition orientation,
organizational climate and field activities conducted occupied the first eleven ranks
which had the highest total indirect effect on the perception of KVK scientists
regarding social media for agricultural development in the descending order of
magnitude. It can be noticed that job experience and job performance ranked high
with respect to indirect effect on perception regarding social media for agricultural
development. With more experience and an urge to perform better at the job, KVK
scientists would use social media for their communication and profession as they
realise the effectiveness of this modern age tool. Whereas, the variables that occupied
the last five ranks in terms of having least indirect effect on perception of KVK
scientists regarding social media for agricultural development are number of
publications, mass media utilization, participation in seminars/ conferences, abroad

Social media for Agricultural development: Perception of KVK scientists 172

exposure/ countries visited and education. Mass media utilization may have a direct
positive effect on perception of KVK scientists regarding social media for agricultural
development but since it is a communication characteristic of the respondents, there is
little scope for it to go beyond the concept it portrays and indirectly have an effect on
the dependent variable which happens to be perception regarding social media for
agricultural development.

Further, it is evident from the findings that the first largest indirect effect
channelled was through trainings received in case of eight variables namely,
education, job experience, innovative proneness, scientific orientation, organizational
climate, abroad exposure/ countries visited and number of publications. The effect of
training has already been perused and it is observed that trainings received had
tremendous direct effect, total indirect effect and the first largest indirect effect of
eight variables was channelled through training. This was followed by education and
innovative proneness through which the first largest indirect effect was channelled for
three variables each, and achievement motivation and field activities conducted for
one variable each. The second largest indirect effect was channelled through e-
readiness in case of eleven variables, namely, education, job performance,
achievement motivation, innovative proneness, job involvement, organizational
climate, abroad exposure/ countries visited, field activities conducted, trainings
received, number of publications and participation in seminars/ conferences. This was
followed by innovative proneness for three variables and closely followed by
education and trainings received for one variable each. The fact that e-readiness was
the variable through which the second largest indirect effect of eleven variables was
channelled proves that when the scientists are e-ready and well versed with internet
and ICT technologies, it helps the other variables possessed by the scientist to
indirectly effect their perception regarding social media for agricultural development.
Remarkably, the third largest indirect effect was channelled through innovative
proneness in case of eight variables which are, job performance, e-readiness,
organizational climate, abroad exposure/countries visited, field activities conducted,
mass media utilization, number of publications and participation in seminars or
conferences. This was followed by trainings received for two variables and closely
followed by education, job experience, job performance, job involvement, e-readiness
and mass media utilization for one variable each. More the innovative proneness

173 Dishant Jojit James, Ph. D. 2020

among scientists, more would be their usage of new methods of communication
during trainings, webinars, seminars and conferences, which would indirectly result in
a better perception among the KVK scientists regarding social media for agricultural
development.

4.11.3 Direct, indirect and largest indirect effect of selected personal, socio-
economic, psychological and communication characteristics of KVK
scientists on their extent of utilization of social media

The path co-efficient of personal, socio-economic, psychological and

communication characteristics of KVK scientists with respect to their direct effects,
total indirect effects and largest indirect effects channelled through other independent
variables on extent of utilization of social media are presented in Table 24. For the
purpose of path analysis, eighteen variables which were found to be having positive
and significant relationship with the extent of utilization of social media by KVK
scientists, were considered. The direct effect, total indirect effect of each of the
independent variables and the first, second and third largest indirect effects channeled
through other factors are also presented in figure 14.

Table 24: Direct, indirect and largest indirect effects of personal, socio-economic,
psychological and communication characteristics on extent of
utilization of social media by KVK scientists (n=161)
Three
largest
Total
Factor Correlation Direct indirect
Factors/Characteristics coefficient effect
Rank indirect Rank
No. effect effects
channelled
through
0.282 X16
X1
Education 0.261** 0.318 4 0.361 5 0.199 X6
0.089 X2
0.222 X6
X2 Job experience 0.200*
0.301 5 0.362 4 0.192 X16
0.091 X3
0.312 X16
Job satisfaction 0.199*
X3 0.092 16 0.081 18 0.210 X6
0.091 X1
0.302 X16
X4 0.199 X12
Job performance 0.210* 0.292 6 0.287 7
0.192 X8

Social media for Agricultural development: Perception of KVK scientists 174

 0.312 X8
X5 Achievement
0.246* 0.222 7 0.299 6 0.287 X6
motivation
0.201 X1
0.287 X16
Innovative 3.110**
X6 0.400 3 0.397 2 0.029 X3
proneness
0.002 X8
0.281 X16
X7
Scientific orientation 0.253* 0.212 8 0.252 8 0.192 X2
0.191 X8
0.302 X16
X8 0.222*
Job involvement 0.211 9 0.241 10 0.192 X10
0.111 X3
0.312 X16
X9 e-readiness 0.299** 0.412 2 0.381 3 0.289 X6
0.182 X8
0.298 X3
X10 Organizational 0.241*
0.201 10 0.239 11 0.202 X6
climate
0.129 X8
0.312 X16
X11 Competition 0.195* 0.198 11 0.233 12 0.299 X6
Orientation
0.182 X8
0.042 X16
Awards/ recognition
X12 0.211* 0.079 17 0.192 14 0.022 X10
received
0.012 X8
Abroad exposure/ 0.199 X6
X13 0.250*
countries visited 0.169 15 0.172 16 0.191 X12
0.171 X8
Field activities 0.201 X6
X14 0.246*
conducted 0.191 12 0.231 13 0.200 X1
0.192 X3
0.281 X1
Mass media
X15 0.252* 0.182 13 0.191 15 0.280 X6
utilization
0.208 X4
0.312 X2
0.300**
X16 Trainings received 0.512 1 0.499 1 0.300 X6
0.292 X8
0.412 X13
Number of 0.197*
X17 0.020 18 0.092 17 0.128 X6
publications
0.009 X8
Participation in 0.281 X1
X18 seminars/ 0.279** 0.171 14 0.249 9 0.180 X17
conferences 0.009 X2

Residual effect= 0.1809

A careful perusal of Table 24 depicts that all the eighteen independent

variables selected for path analysis had positive direct effect on extent of utilization of

175 Dishant Jojit James, Ph. D. 2020

Fig. 14: Path Analysis showing effects of profile of KVK scientists on their extent of utilization of social media
social media by KVK scientists. Ranking of variables based on the total direct effects
on extent of utilization of social media by KVK scientists reveals that trainings
received (X16) had highest direct effect (0.512) on extent of utilization of social
media by KVK scientists, followed by e-readiness (X9) with direct effect of 0.412,
innovative proneness (X6) with direct effect of 0.400, education (X1) with direct
effect of 0.318, job experience (X2) with direct effect of 0.301, job performance (X4)
with direct effect of 0.292, achievement motivation (X5) with direct effect of 0.222,
scientific orientation (X7) with direct effect of 0.212, job involvement (X8) with
direct effect of 0.211, organizational climate (X10) with direct effect of 0.201,
competition orientation (X11) with direct effect of 0.198 and field activities
conducted (X14) with direct effect of 0.191. The last six variables which had less
direct effect on extent of utilization of social media by KVK scientists were, mass
media utilization (X15) with direct effect of 0.182, participation in seminars/
conferences (X18) with direct effect of 0.171, abroad exposure/ countries visited
(X13) with direct effect of 0.169, job satisfaction (X3) with direct effect of 0.092,
awards/recognition received (X12) with direct effect of 0.079 and number of
publications (X17) with direct effect of 0.020.

With respect to the total indirect effect of personal, socio-economic,

psychological and communication characteristics on extent of utilization of social
media by KVK scientists, it was found to be insightful. Ranking of these effects
revealed that trainings received (X16) ranked the highest with total indirect effect of
0.499, followed by innovative proneness (X6) with total indirect effect of 0.397, e-
readiness (X9) with total indirect effect of 0.381, job experience (X2) with total
indirect effect of 0.362, education (X1) with total indirect effect of 0.361,
achievement motivation (X5) with total indirect effect of 0.299, job performance (X4)
with total indirect effect of 0.287, scientific orientation (X7) with total indirect effect
of 0.252, participation in seminars/ conferences (X18) with total indirect effect of
0.249, job involvement (X8) with total indirect effect of 0.241, organizational climate
(X10) with a total indirect effect of 0.239 and competition orientation (X11) with total
indirect effect of 0.233 occupied the first twelve ranks which had the highest total
indirect effect on the extent of utilization of social media by KVK scientists in the
descending order of magnitude. Whereas, the variables that occupied the last six ranks
in terms of having least indirect effect on extent of utilization of social media by KVK

Social media for Agricultural development: Perception of KVK scientists 176

scientists are field activities conducted (X14) with total indirect effect of 0.231,
followed by awards/ recognition received (X12) with total indirect effect of 0.192,
mass media utilization (X15) with total indirect effect of 0.191, abroad exposure/
countries visited (X13) with total indirect effect of 0.172, number of publications
(X17) with total indirect effect of 0.092 and job satisfaction (X3) with a total indirect
effect of 0.081.

Further, it is evident from the findings that the first largest indirect effect
channelled was through trainings received (X16) in case of nine variables namely,
education (X1), job satisfaction (X3), job performance (X4), innovative proneness
(X6), scientific orientation (X6), job involvement (X8), e-readiness (X9), competition
orientation (X11) and awards/ recognition received (X12). This was followed by
innovative proneness (X5) through which the first largest indirect effect was
channelled for three variables, followed by education (X1) for two variables and
closely followed by job involvement (X8), job satisfaction (X3), job experience (X2)
and abroad exposure/ countries visited for one variable each.

The second largest indirect effect was channelled through innovative

proneness (X6) in case of nine variables, viz., education (X1), job satisfaction (X3),
achievement motivation (X5), e-readiness (X9), organizational climate (X10),
competition orientation (X11), mass media utilization (X15), trainings received (X16)
and number of publications (X17). This was followed by awards/ recognition received
(X12) and organizational climate (X10) for two variables each and closely followed
by trainings received (X16), job satisfaction (X3), job experience (X2), education
(X1) and number of publications (X17) for one variable each

Noticeably, the third largest indirect effect was channelled through job
involvement (X8) in case of ten variables which are, job performance (X4),
innovative proneness (X6), scientific orientation (X7), e-readiness (X9),
organizational climate (X10), competition orientation (X11), awards/ recognition
received (X12), abroad exposure/countries visited (X13), trainings received (X16) and
number of publications (X17). This was followed by job satisfaction (X3) for three
variables, closely followed by education (X1) and job experience (X2) in case of two
variables each and finally by job performance (X4) for one variable. The total residual
effect was found to be 0.1809.

177 Dishant Jojit James, Ph. D. 2020

 Ranking of variables based on the total direct effects on extent of utilization of
social media by KVK scientists reveals that trainings received had highest direct
effect on extent of utilization of social media by KVK scientists. When the scientists
attend trainings, they get a better understanding of how to use various technologies
including social media tools. Even after the training programme gets completed, they
continue to use social media in their lives extensively. Trainings received was
followed by e-readiness, innovative proneness, education, job experience, job
performance, achievement motivation, scientific orientation, job involvement,
organizational climate, competition orientation and field activities conducted. E-
readiness and innovative proneness are crucial for high utilization of social media by
the KVK scientists. When they already have access to internet and are acquainted
with e-governance, e-business and other internet related activities and are ready to
innovate and adopt innovations in their lives, the use of social media including latest
social media and their features like ephemeral stories, would increase. The last six
variables which had less direct effect on extent of utilization of social media by KVK
scientists were, mass media utilization, participation in seminars/ conferences, abroad
exposure/ countries visited, job satisfaction, awards/recognition received and number
of publications. For publishing an article, the use of social media is not a pre-
requisite. Also, a lot of scientists who do not use social media frequently have gone to
foreign countries several times. For attaining job satisfaction, the work completion
aspect plays a major role in the lives of scientists rather than use of social media.

With respect to the total indirect effect of personal, socio-economic,

psychological and communication characteristics on extent of utilization of social
media by KVK scientists, it was found to be insightful. Ranking of these effects
revealed that trainings received ranked the highest, followed by innovative proneness,
e-readiness, job experience, education, achievement motivation, job performance,
scientific orientation, participation in seminars/ conferences, job involvement,
organizational climate and competition orientation occupied the first twelve ranks
which had the highest total indirect effect on the extent of utilization of social media
by KVK scientists in the descending order of magnitude. The value of trainings for
improving utilization of ICT tools and social media among agricultural scientists is
evident. Job experience also plays an indirect role here, as the experienced personnel
would know the value of using the best means of communication to the farmers and

Social media for Agricultural development: Perception of KVK scientists 178

other scientists in a cost-effective, feasible and time-bound manner. Whereas, the
variables that occupied the last six ranks in terms of having least indirect effect on
extent of utilization of social media by KVK scientists are field activities conducted,
followed by awards/ recognition received, mass media utilization, abroad exposure/
countries visited, number of publications and job satisfaction.

Further, it is evident from the findings that the first largest indirect effect
channelled was through trainings received in case of nine variables namely,
education, job satisfaction, job performance, innovative proneness, scientific
orientation, job involvement, e-readiness, competition orientation and awards/
recognition received. Trainings help the erudite scientists with high innovativeness
and e-readiness to better use social media. This was followed by innovative proneness
through which the first largest indirect effect was channelled for three variables,
followed by education for two variables and closely followed by job involvement, job
satisfaction, job experience and abroad exposure/ countries visited for one variable
each.

The second largest indirect effect was channelled through innovative

proneness in case of nine variables, viz., education, job satisfaction, achievement
motivation, e-readiness, organizational climate, competition orientation, mass media
utilization, trainings received and number of publications. More the innovativeness
among the scientists, better would it help them with the presence of characteristics
like achievement motivation and e-readiness to use social media effectively and
efficiently. This was followed by awards/ recognition received and organizational
climate for two variables each and closely followed by trainings received, job
satisfaction, job experience, education and number of publications for one variable
each. When the scientists win awards/ gain recognition, they would wish to share the
same on digital platforms in order to inspire other scientists and colleagues. Thus, it
would help them to better utilise social media for a good personal cause. Noticeably,
the third largest indirect effect was channelled through job involvement in case of ten
variables which are, job performance, innovative proneness, scientific orientation, e-
readiness, organizational climate, competition orientation, awards/ recognition
received, abroad exposure/countries visited, trainings received and number of
publications. Scientists with high e-readiness and good organizational climate would

179 Dishant Jojit James, Ph. D. 2020

try to involve better in their job by using the latest effective technologies like social
media. This was followed by job satisfaction for three variables, closely followed by
education and job experience in case of two variables each and finally by job
performance for one variable. Job satisfaction is also crucial in better utilization of
social media as it provides a sense of contentment to the agricultural scientists
through the feedback that they receive instantly and immensely on social media when
compared to other traditional media.

4.12 Constraints faced by KVK scientists during use of social media for
agricultural development

The constraints expressed by the KVK scientists in using social media are
presented in Table 25. Majority of the KVK scientists faced the problem of poor
internet connectivity in rural areas (86.34%), which ranked first among constraints,
followed by lack of scientific validity in messages spread via social media (80.75%),
which ranked second, insufficiency of time to use social media for agricultural
development (78.26%), that ranked third, technical problems while using social media
(66.46%), which ranked fourth among constraints faced and lack of privacy in using
social media (54.04%) which ranked fifth among constraints faced by KVK scientists
in using social media.

The results in Table 25 also revealed that less than half of the KVK scientists
mentioned the constraint of lack of training on social media (45.34%), which ranked
sixth among the constraints, followed by absence of workplace policies regarding
social media (40.37%), which ranked seventh, lack of clarity regarding exact benefits
of social media (33.54%), that ranked eighth, use of basic mobile phones by farmers
(30.43%), which ranked ninth, scarceness of social media content and groups related
to agriculture (26.09%), that was ranked tenth among constraints faced, paucity of
technically competent staff in KVKs to use social media (19.88%), which ranked
eleventh and finally, power fluctuations in rural areas (13.04%) which ranked twelfth
among the constraints faced by KVK scientists in using social media for agricultural
development.

Social media for Agricultural development: Perception of KVK scientists 180

Table 25: Constraints faced by KVK Scientists during use of social media for
agricultural (n=161)

Sl. KVK Scientists

Problems*
no. Number Per cent Rank
Absence of workplace policies regarding
1. 65 40.37 VII
social media
2. Poor internet connectivity in rural areas 139 86.34 I
Technical problems while using social
3. 107 66.46 IV
media
Scarceness of social media content and
4. 42 26.09 X
groups related to agriculture
Paucity of technically competent staff in
5. 32 19.88 XI
KVKs, to use social media
6. Lack of training on social media 73 45.34 VI
Insufficiency of time to use social media
7. 126 78.26 III
for agricultural development
Lack of clarity regarding exact benefits of
8. 54 33.54 VIII
social media
9. Lack of privacy in social media 87 54.04 V
Lack of scientific validity in messages
10. 130 80.75 II
spread via social media
11. Power fluctuations in rural areas 21 13.04 XII
12. Farmers use basic mobile phones 49 30.43 IX

*Multiple responses are possible

Majority of the KVK scientists faced the problem of poor internet connectivity
in rural areas (86.34%), which ranked first among constraints. Internet has turned out
to be an indispensable resource across the globe, to compete in the modern economy.
Lack of internet facilities and poor connectivity wherever internet is available in rural
areas is a major constraint. This is preventing the rural communities in general and
farmers in particular to progress substantially and withholding them from obtaining
all the advantages that an urban rival would receive from the mere use of internet, like
better market facilities. Even for KVK scientists, contacting the farmers of different
villages in a district is a tough task. This is because there is usually only one KVK
that caters to the needs of all the farmers in a district, unlike Raitha Samparka
Kendras, that are present in every hobli. There are five to six scientists in each KVK
out of which only one or two scientists would be from extension background. Using

181 Dishant Jojit James, Ph. D. 2020

internet, these scientists can easily communicate with the rural farmers about dates of
training programmes, provide them information about latest technical know-how and
also answer to their queries in a hassle-free manner. But the poor internet connectivity
or lack of internet facilities in rural areas becomes a major hindrance for KVK
scientists to carry out their extension activities effectively and efficiently. This was
followed by lack of scientific validity in messages spread via social media (80.75%),
which ranked second among constraints. A lot of unreliable messages and false
information is being spread on social media. As agricultural scientists are trustworthy
in the eyes of farmers, the scientists have to be very careful while forwarding any
agricultural related information to the farmers on social media and have to double
check the correctness of the message. Failure to do so would result in a reduced
credibility of scientists among the farming communities they serve.

The third rank among constraints was for insufficiency of time to use social
media for agricultural development (78.26%). Due to excess workload including
training activities and other paper work for the KVK scientists, they may not find
enough time to use social media for agricultural development. This was followed by
technical problems while using social media (66.46%), which ranked fourth among
constraints faced and lack of privacy in using social media (54.04%) which ranked
fifth among constraints faced by KVK scientists in using social media. Since social
media has come to mainstream usage by majority of the Indian population including
KVK scientists since 2015-16, still there is lot of confusion regarding the features and
usage of social media. Also, many scientists would prefer to lead a composed life and
keep their privacy to themselves. This is not the case when social media is used
extensively, as many aspects of our daily activities, like locations visited, photos
uploaded, people met, etc., would be viewed by hundreds of other people, thus
reducing the privacy of life.

The results in Table 25 also reveal that less than half of the KVK scientists
had the constraint of lack of training on social media (45.34%), which ranked sixth
among the constraints, followed by absence of workplace policies regarding social
media (40.37%), which ranked seventh, lack of clarity regarding exact benefits of
social media (33.54%) that ranked eighth among constraints. Without training on
basics of social media, the KVK scientists would find it tough to use social media like

Social media for Agricultural development: Perception of KVK scientists 182

Instagram and Twitter. Also, there is no mandate that social media have to be
compulsorily used for developmental activities.

The use of basic mobile phones by farmers (30.43%) ranked ninth among
constraints, followed by scarceness of social media content and groups related to
agriculture (26.09%), that was ranked tenth among constraints faced, paucity of
technically competent staff in KVKs to use social media (19.88%), which ranked
eleventh and finally, power fluctuations in rural areas (13.04%) which ranked twelfth
among the constraints faced by KVK scientists in using social media for agricultural
development. A lot of farmers use basic mobile phones and do not have an idea of
social media. Also, due to frequent power cuts, they may not be able to charge their
mobile phones sufficiently and use them regularly. Similar findings were reported by
Haley (2013), Darshan (2015), Bite and Anand (2017), Anil (2018) and Bhattacharjee
and Saravanan (2018). The policy makers and administrators should address the
above problems helping the KVK scientists in effective utilization of social media for
agricultural development.

4.13 Suggestions for effective utilization of social media as perceived by the KVK
scientists

Table 26 depicts the suggestions for effectively utilizing the social media for
agricultural development, as perceived by the KVK scientists. All the KVK scientists
(100.00%) suggested for the provision of better internet connectivity in rural areas,
which ranked first among the suggestions provided. A majority of KVK scientists
suggested that the scientists should remain up to date regarding social media features
and privacy settings (95.65%), which ranked second among suggestions. This was
followed by the suggestion that ranked third, namely, to set up an authentication body
to scrutinize the messages regarding agriculture, shared via social media (94.41%)
and dissemination of need-based farm innovation via social media (93.17%) which
ranked fourth among the suggestions.

183 Dishant Jojit James, Ph. D. 2020

Table 26: Suggestions given by KVK Scientists for effective use of social media
for agricultural development (n=161)

Sl. KVK Scientists

Suggestions
No. Number Per cent Rank
Make social media more secure by
1. 148 91.93 V
protecting the users from hackers
Scientists should stay up to date regarding
2. 154 95.65 II
social media features and privacy settings
Provide better internet connectivity in
3. 161 100.00 I
rural areas
Conduct periodic and regular training
4. 139 86.34 VI
programmes on use of social media
Set up more number of social media pages
5. 137 85.09 VII
and groups related to agriculture
Recruit technically competent personnel
6. 123 76.40 IX
for using social media
Disseminate need based farm information
7. 150 93.17 IV
via social media
Attend conferences that encourage live
8. 128 79.50 VIII
Tweeting and use of social media
Set up authentication body to scrutinize
9. the messages regarding agriculture shared 152 94.41 III
via social media
10. Free mobile internet data for farmers 28 17.39 X

*Multiple response

Majority (91.93%) of the KVK scientists suggested that social media should
be made more secure by protecting the users from hackers, which ranked fifth among
suggestions. This was followed by the suggestion which ranked sixth, namely, to
conduct periodic and regular training programmes on use of social media, opined by
86.34 per cent of the respondents. Majority (85.09%) of the respondents suggested
that more number of social media pages and groups related to agriculture have to be
set up, which ranked seventh among suggestions, followed by the eighth ranked
suggestion, viz., attend conferences that encourage live tweeting and use of social
media (79.50%) and recruitment of technically competent personnel for using social
media (76.40%) which ranked ninth among suggestions. The last ranked suggestion
was to provide free mobile internet data for farmers, which was suggested by 17.39
per cent of the KVK scientists (Table 26).

Social media for Agricultural development: Perception of KVK scientists 184

 All the KVK scientists (100.00%) suggested for the provision of better internet
connectivity in rural areas, which ranked first among the suggestions provided.
Though the number of internet users in rural areas have increased, there still is a wide
gap between quality and connectivity of internet provided in rural areas compared to
urban areas. This issue has to be sorted out so that even farmers can enjoy all the
benefits that a seamless internet connection would offer. A majority of KVK scientists
suggested that the scientists should remain up to date regarding social media features
and privacy settings (95.65%), which ranked second among suggestions. In the ever-
evolving era of technology, we are in the phase of agricultural revolution 4.0, with
artificial intelligence, machine learning and internet of things playing major roles in
professional development. So, even the scientists working in KVKs have to update
themselves regarding social media and other technologies for effective transfer of
technology to the farmers. This was followed by the suggestion that ranked third,
namely, to set up an authentication body to scrutinize the messages regarding
agriculture, shared via social media (94.41%) and dissemination of need-based farm
innovation via social media (93.17%) which ranked fourth among the suggestions.

While most of the countries have a social media guideline for government
officials, organizations too need to follow suit and frame clear guidelines for active
and safe engagement online with other stakeholders forging better and effective
partnership. Stakeholders at agricultural research, education, and service sectors needs
to actively engage with the grassroots and social media can be the best platform to do
so. Identifying the correct audience like youth and engaging them will not just
increase information flow to the bottom of the pyramid of farmers, but will also
engage more youth in remunerative agriculture. Establishing a support structure of
necessary infrastructure needs to be the priority for making social media a part of the
extension system in agriculture sector. In terms of internet connectivity, mobile
services, cost of internet services, input availability, market facilities, transportation,
and so on actually help in transforming the information gained online into knowledge
and transform it into tangible income and better livelihood. With increased
representation of the masses, social media is a useful tool for policy makers to
understand the needs, engage with stakeholders, and make policies more inclusive and
effective in favour of the sector and its sustainability.

185 Dishant Jojit James, Ph. D. 2020

 Majority (91.93%) of the KVK scientists suggested that social media should
be made more secure by protecting the users from hackers, which ranked fifth among
suggestions. Privacy of the agricultural scientists have to be maintained and protected
while they use social media. This was followed by the suggestion which ranked sixth,
namely, to conduct periodic and regular training programmes on use of social media,
opined by 86.34 per cent of the respondents. Majority (85.09%) of the respondents
suggested that more number of social media pages and groups related to agriculture
have to be set up, which ranked seventh among suggestions, followed by the eighth
ranked suggestion, viz., attend conferences that encourage live tweeting and use of
social media (79.50%) and recruitment of technically competent personnel for using
social media (76.40%) which ranked ninth among suggestions. The last ranked
suggestion was to provide free mobile internet data for farmers, which was suggested
by 17.39 per cent of the KVK scientists. Technical proficiency is very important for
KVK scientists to use social media judiciously and effectively. For this, attending
training programmes and online seminars/ classes pertaining to use of social media
(e.g. online class on social media by Shaw Academy) is very important. Similar
findings were reported by Baena (2015), Aliyu and Safiyul (2017), Devesh and
Mahesh (2018) and Kumar et al. (2019). The suggestions put forth by the KVK
scientists should be considered by the policy makers and administrators to overcome
the problems faced by the agricultural scientists for effective utilization of social
media for agricultural development.

Social media for Agricultural development: Perception of KVK scientists 186

 V. SUMMARY

The growth in significance of social media among professionals and

researchers of agriculture, over the past few years, has been remarkable. To define
social media, they are tools for speedy dissemination of information and it helps to
facilitate better feedback between the extension professionals and farmers. It is an
effective means of ensuring better delivery of information for the agricultural
extension subsector. Social media usage at the workplace increases the capacity of the
employees and gives opportunities to farmers for co-creating content and promotes
co-learning among farmers. In present day farming, social media is an important tool
as it has the features to connect with agribusiness people and farmers over large
distances across the globe. Creation of content is quicker through social media when
compared to the mass media as channels of communication.

Today, agricultural extension faces the herculean task of disseminating a large

number of discoveries and innovations from different fields of agricultural and allied
sciences. Research organisations need to make their latest findings available to
farmers and stakeholders of agriculture. For this, it is essential to have an effective
information dissemination system. Social media enables the extension service
providers to compete better and improves the accessibility of information for farmers.

Information on agricultural aspects can be disseminated by the agricultural

scientists through social media. This would be very useful in dispelling myths and
combatting false information in a crisis situation of agriculture. Professionals of
Agriculture can utilize social media to disseminate information related to good
practices in agriculture, latest agricultural technologies, innovations and also network
with related professionals. Researchers can collaborate on working in common
projects and the extension personnel can outreach to a larger population of farmers
using social media, in a shorter span of time. It will also be a highly cost effective
approach. Officers of Agricultural extension are promoting virtual farmers’ groups
through Facebook and WhatsApp, which facilitates the farmers to share their concerns
and better connect with the officers.

The scientists of KVKs (Krishi Vigyan Kendras or Farm Science Centres in

India) play a prominent role in disseminating latest technologies that have positive

Social media for Agricultural development: Perception of KVK scientists 187

impacts to grassroots level farmers. They can upgrade skills and improve knowledge
continuously by updating themselves with respect to the latest technological know-
how related to agriculture. The overall development of KVK scientists depends on
their ability and willingness to seek and share pertinent information on various
agricultural and allied aspects with colleagues and stakeholders of agriculture. The
networks within research groups of scientists are termed ‘invisible college’. The
absence of such linking groups can inhibit the developmental process of the scientists
and the organisation.

KVK scientists can effectively utilize the various social media for such
activities. When it comes to agricultural development, Krishi Vigyan Kendra
scientists may or may not have a good perception regarding the social media. This
study helps in assessing the knowledge, analyzing the perception and knowing the
level of social media utilization by KVK scientists for development in agriculture.
Relationship between the personal, the socio-economic, psychological and the
communication characteristics of agricultural scientists serving in KVKs with
knowledge, perception and their utilization level of social media has been studied.

The KVK agricultural scientists have the task of organising umpteen trainings.
They have to communicate with resource persons and farmers and upgrade
themselves constantly with knowledge on latest technologies in agriculture. Social
media supports the scientists in obtaining and disseminating the information and in
keeping themselves updated. The study will be of immense help to the KVK
scientists, extension personnel, planners and administrators to develop and execute
strategies suitable for social media in purview of agricultural development. Further,
the results also throw light on the problems that the KVK scientists face while
utilising social media. The study has elicited suggestions for effective social media
usage for agricultural development as perceived by KVK scientists. Hence, this study
has been conceptualised with following objectives:

1. To develop and standardize a scale to analyse the perception of KVK

Scientists regarding social media for agricultural development.

2. To assess the knowledge of KVK Scientists regarding selected social media.

188 Dishant Jojit James, Ph. D. 2020

 3. To know the utilization pattern of social media by KVK Scientists for
agricultural development.

4. To study the relationship between the personal, socio-economic, psychological

and communication characteristics of KVK Scientists with their knowledge,
perception and utilization level of social media.

5. To document significant case studies on utilization of social media for

agricultural development by selected KVKs.

6. To document the constraints and suggestions of KVK Scientists for effective

use of social media for agricultural development.

Two zones of Agricultural Technology Application Research Institute

(ATARI), namely Zones X and XI served as the locale of the present study. Five
states along with two union territories that come under these zones include Tamil
Nadu, Puducherry, Andhra Pradesh, Telangana (ATARI Zone X); Kerala, Karnataka
and Lakshadweep (ATARI Zone XI). 122 KVKs are present in total in both the zones
combined together (74 KVKs in Zone X and 48 KVKs in Zone XI). Five districts of
Kerala were considered as non-sample area for scale development in the research
study (32 KVK scientists had been interviewed during pre-test) whereas remaining
states/union territories under these zones were considered as sample area. Thus, the
number of KVKs considered were 117, excluding 5 KVKs present in Kerala state.

KVK Scientists of ATARI zones X and XI were chosen as respondents for the
study. Data was obtained from 161 KVK scientists through personal visits to KVKs
and also via mailed questionnaires. Ex post-facto research design was followed to
carry out the research.

Dependent variables duly considered for the study were knowledge,

perception of KVK scientists regarding social media for agricultural development and
thirdly, the extent of use of social media by KVK scientists and twenty one variables,
i.e., personal, psychological, socio-economic, and communication characteristics of
the agricultural scientists of KVKs were considered as independent variables for the
study.

Social media for Agricultural development: Perception of KVK scientists 189

 Mailed questionnaires were used to collect data. For analysis of collected data,
the statistical tools such as frequency, mean, percentage, standard deviation, chi-
square test, correlation test, multiple regression analysis and finally, path analysis
were used.

The salient and noteworthy findings of the extensive study are presented
below:

1. Larger proportion of KVK scientists were of middle age (70.19%), studied up to

Ph.D. (Agri.) degree (45.96%), having more job experience (47.20%) with semi-
urban background (41.61%).

2. A larger number of KVK scientists were noticed as having high level of job
satisfaction (37.27%), high job performance level (39.75%), low achievement
motivation level (42.24%), medium level of innovative proneness (54.04%),
scientific orientation (63.98%), perceived work load (37.89%) and job
involvement (40.99%), high level of e-readiness (44.72%), organisational climate
(46.58%) and finally, low level of competition orientation (44.10%).

3. Comparatively, a higher proportion of scientists were in the medium level in

obtaining awards/ recognition (44.72%), had low level of abroad exposure
(63.98%), had conducted less number of field activities (59.63%), with low
utilization pattern of mass media utilization (47.83%), with less number of
trainings received (43.48%), moderate number of publications (52.17%) and
medium participation in seminars/ conferences (40.37%).

4. Majority (67.70%) of the agricultural scientists of KVKs had complete knowledge

regarding WhatsApp whereas 55.90 per cent of KVK scientists had complete
knowledge regarding YouTube, 52.80 per cent of agricultural scientists had
complete knowledge regarding Facebook, 48.45 per cent of KVK scientists had
complete knowledge regarding ResearchGate.

5. A greater proportion of KVK scientists (39.14%) had high knowledge regarding

social media, whereas slightly more than one-third (36.64%) of KVK scientists
had medium level of knowledge regarding the social media and nearly one-

190 Dishant Jojit James, Ph. D. 2020

 fourth, i.e., 24.22 per cent of respondents had low knowledge regarding social
media.

6. Majority (77.02%) of the agricultural scientists had good perception to better

perception regarding social media for development in agriculture, whereas nearly
one-fifth of the respondents (22.98%) had poor perception with regard to social
media in purview of agricultural development.

7. Regarding the utilization of social media, vast majority of respondents were

prominently using highly popular and renowned social media very frequently,
namely WhatsApp (91.93%) followed by Facebook (61.49%), whereas majority
of KVK scientists weren’t actually using social media that are relatively less used
worldwide, such as Twitter (86.34%), followed by Quora (72.67%); even
Telegram (68.94%) was not used by majority of the scientists. Similar results
were found in case of Instagram wherein majority (66.46%) were not using it and
Skype, which was not used by 51.55 per cent of the respondents. Also, fewer than
fifty per cent of scientists in KVKs were using YouTube very frequently
(45.34%), not using ResearchGate (41.61%) and rarely using Messenger
(36.02%).

8. Slightly less than four-fifth (79.51%) of the agricultural scientists of KVKs

belonged to low to medium category, with respect to overall utilization extent of
social media.

9. Chi-square test revealed significant to highly significant association between: (a)

knowledge of agricultural scientists on social media with their perception with
regard to social media in the domain of agricultural development, (b) knowledge
of KVK scientists on social media with extent of their utilization of social media,
(c) perception of the KVK agricultural scientists with regard to social media in
the purview of agricultural development and the utilization extent of social media
by KVK scientists.

10. The independent variables, namely, education, e-readiness, innovative proneness

and trainings that were received by the KVK scientists were seen to have positive
and also a relationship that was significant, with knowledge level of the KVK

Social media for Agricultural development: Perception of KVK scientists 191

 agricultural scientists with the level of probability being one per cent. The job
performance, job experience, scientific orientation, achievement motivation,
competition orientation, job involvement, awards/ recognition received, abroad
exposure or countries visited, utilization of mass media, field activities
conducted, publications made by them and also their participation in various
seminars/ conferences were having a relationship that was significant and positive
with knowledge of agricultural scientists of KVKs regarding social media, at a
five per cent significance level.

11. The variables education, innovative proneness, achievement motivation, e-

readiness, field activities conducted, trainings received and competition
orientation of KVK scientists had positive relationship that was also significant
with the perception in regard to social media for development in agriculture at
significance level of one percent. Whereas, job performance, job experience, job
involvement, organizational climate, scientific orientation, mass media
utilization, abroad exposure/ countries visited, participation in conferences/
seminars and the number of publications made by the KVK scientists were found
to have a significant, positive relation with perception of scientists of KVKs in
regard to social media for purpose of development in agriculture at five percent
significance level.

12. Innovative proneness, education, e-readiness, participation in seminars/

conferences and trainings received by the KVK scientists had a positive as well
as significant relationship with the extent of social media use by the KVK
scientists at level of significance of one per cent. Job satisfaction, job experience,
achievement motivation, job performance, scientific orientation, organizational
climate, job involvement, awards/ recognition received, abroad exposure/
countries visited, competition orientation, field activities conducted, utilization of
mass media and the number of various publications made by the KVK scientists
were having significant, positive relationship with extent of utilization of various
social media by the KVK scientists at a level of significance of five per cent.

13. The twenty one independent variables of this did contribute to the tune of 87.15,
80.95 and 81.91 per cent to the knowledge, perception and extent of social media
utilization of KVK scientists, respectively.

192 Dishant Jojit James, Ph. D. 2020

14. Sixteen of the independent variables screened for the path analysis had a positive
and direct effect on knowledge of the agricultural scientists of KVKs regarding
social media and on perception of the KVK scientists with regard to social media
for the development in agriculture whereas, eighteen of the independent variables
screened for path analysis had a positive and direct effect on extent of social
media use by KVK scientists.

15. Majority of the KVK scientists faced the problem of poor connectivity of internet
in the rural areas (86.34%), which ranked first among constraints KVK scientists
faced in using social media for development in agriculture, followed by a lack of
authenticity and scientific validity in the messages spread through the social
media (80.75%), as well as insufficiency in time for the initiative of integrating
social media with agricultural development (78.26%) and technical problems
associated with social media usage (66.46%). More than half (54.04%) of the
respondents reported the constraint of lack of privacy in using social media.

16. All the respondents (100.00%) suggested that better internet connectivity has to be
provided in rural areas. Majority of respondents did suggest that the scientists
should remain up to date regarding social media features and privacy settings
(95.65%); an authentication body to scrutinize the messages regarding agriculture
shared via social media has to be formed (94.41%) and the dissemination of need-
based farm innovation through various social media (93.17%).

Implications of the study

1. Majority of the KVK scientists were seen to have complete knowledge regarding
two to three popular social media only. They have no knowledge regarding several
social media listed specifically in the study and the possibly unlisted social media
platforms available in the ever-growing virtual world. Thus, it is essential that all
the KVK scientists who need more knowledge regarding social media have to
attend online webinars or e-courses on social media, its uses and features, in order
to gain better knowledge regarding social media.

2. Major proportion (77.02%) of scientists in KVKs were found to have good

perception to better perception with regard to social media in the domain of

Social media for Agricultural development: Perception of KVK scientists 193

 agricultural development, which, though a good sign of progress, denotes the fact
that it is highly essential that more KVK scientists realise the social media benefits
in the field of agricultural development, for which novel trainings on social media
should be arranged by the State Agricultural Universities and ICAR for the
agricultural scientists.

3. Akin to knowledge regarding social media, the social media utilization pattern of
KVK scientists was noticed to be restricted to few world-renowned as well as
popular social media such as WhatsApp, Facebook and YouTube. Today’s farmers
are also using Instagram along with other novel social media for promoting their
produce. Thus, KVK scientists also should begin to use diverse number of social
media based on farming communities they serve and social media usage by other
professionals and scientists in their network.

4. There was found to be a significant, positive relationship between the exposure of

the KVK scientists to foreign countries with knowledge of theirs regarding social
media, perception regarding social media for development in agriculture and extent
of social media utilization. Thus, ICAR can think of sending more agricultural
scientists abroad for various training programmes, as they would gain better
knowledge, skills and understanding regarding modern technologies like social
media.

5. Poor internet connectivity in rural and tribal areas is a major setback in the proper
usage of social media by KVK scientists for the purpose of agricultural
development. The Government will have to definitely ensure that all the rural areas
get high speed internet facilities so as to eliminate the issue of digital divide and in
that way, all farmers can better avail the benefits of social media in adherence to
agricultural development.

6. Multitudes of unreliable messages on agricultural aspects are being spread on social

media and it is imperative that an authentication body is set up to monitor the
messages related to agriculture being shared on social media.

194 Dishant Jojit James, Ph. D. 2020

Future line of work

1. The study was confined to five of the states and two of the union territories of south
India; hence studies on similar lines may be taken up in KVKs of other parts of
India.

2. A similar comparative study may be conducted to assess knowledge regarding

social media, perception with respect to social media in the field of agricultural
development and extent of utilization of social media by the scientists working in
ICAR institutes and scientists doing research on agriculture and related topics, in
national and international centres.

Social media for Agricultural development: Perception of KVK scientists 195

 VI. CASE STUDIES

CASE STUDY-1 - IIHR-KVK, HIREHALLI, TUMKUR, KARNATAKA

Iihr KvK @IIHR KVK ICAR-KVK Hirehalli

Krishi Vigyan Kendra (KVK), Hirehalli, was established by the Indian

Council of Agricultural Research (ICAR), New Delhi on 24th March, 2009. It is
located at Hirehalli, near the Hirehalli railway station, in Tumkur District (58 km
from Bangalore) on the Bangalore-Poona National Highway (NH-4). The major aim
of the KVK is to cater to the needs of farmers of Tumakuru District, covering five out
of ten taluks viz., Sira, Koratagere, Pavagada, Madhugiri (Central Dry Zone IV) and
Tumakuru (Eastern Dry Zone V). This KVK is functioning under ICAR-Indian
Institute of Horticultural Research (IIHR), Bengaluru. It lies between 130o N latitude
and 770 o E longitude at 845 m above MSL. The annual rainfall of the Kendra is about
800 mm. The total area of the Kendra is 16.24 ha and it has an office cum-laboratory
building, library, staff quarters, polyhouses, shed nets, threshing yard, nursery and
landscaping. KVK Hirehalli is presently headed by Dr. N. Loganandhan, Senior
Scientist and Head. The KVK comes under ATARI Zone XI and presently has five
subject matter specialists in the disciplines of Soil Science and Agricultural
Chemistry, Agricultural Extension, Horticulture, Plant protection and Home Science
respectively.

KVK Hirehalli has been using Facebook for outreach activities since the very
inception of the institution, i.e, since 2009. A detailed discussion on usage of social
media by the KVK was held with Sri. K.N. Jagadish, Subject Matter Specialist
(Agricultural Extension) to come out with this case study. According to Jagadish, it
was Dr. Prabhukumar, an IT savvy individual and former Zonal Project Director of
ATARI (Zone VIII then), who inspired the team of KVK Scientists at Hirehalli to
switch over to social media for information dissemination. He was the person who
strived hard to establish IIHR KVK at Hirehalli. Dr. Prabhukumar would instantly put
up a reply via an SMS or a Facebook message to any query asked by anyone
regarding any sort of information. All the necessary account details and schedule of
events were available at his fingertips. When the scientists tried to find out how it was

Social media for Agricultural development: Perception of KVK scientists 196

possible for him to handle such vast amount of data with ease, they realised that it was
because of latest information technology.

A decade ago, websites were the main source of e-media for the scientists to
obtain and disseminate information. But the problem the scientists faced with
websites was that every time they had to share the web id (www.iihrkvk.org) to every
farmer or professional who asked for updates. But Facebook was an easier tool for
sharing information. If one scientist had 500 friends, the information he/she wanted to
disseminate would reach all the 500 friends in a matter of seconds and from those 500
people, it would be spread to many more in need of agricultural information. In case
of websites, only if an individual searches some pertinent agricultural information on
a search engine like Google Chrome or Mozilla Firefox and if the name of the IIHR
website appears in the top ten search results, only then would the person visit the
KVK website.

The WhatsApp group of IIHR KVK is called e-Horticulture with more than
200 members including farmers, scientists and agricultural extension functionaries.
The Facebook account of the institution has the profile name of “IIHR KVK” with
5000 friends, the maximum limit for any Facebook account. Friends on Facebook also
include agricultural scientists from across India. An effort was taken to initiate
outreach through Instagram account of the Krishi Vigyan Kendra in 2018, but it didn’t
succeed as the scientists felt it was difficult to maintain multiple social media
accounts over a period of time. Moreover, the scientists were already in a comfortable
position, updating their activities and providing information through WhatsApp and
Facebook. They were also reaching many farmers and stakeholders of agriculture
through these two social media. So, they didn’t feel a necessity to maintain more
number of social media accounts and continued with WhatsApp and Facebook at the
institutional level. At the individual level, scientists of KVK Hirehalli use Facebook
and WhatsApp. YouTube is also used by the scientists to upload any field level work
that they’d have carried out.

A unique aspect of IIHR KVK regarding social media is the speed of its social
media updates. The information on activities conducted by the KVK, reports
published etc. are updated instantly on its Facebook page and shared in its WhatsApp
group on the very same day. The same can be retrieved immediately by individuals in

197 Dishant Jojit James, Ph. D. 2020

dire need of such information, without searching multiple folders in a laptop or
desktop, or scanning through the internet.

The growth in popularity of the Facebook account of IIHR KVK was very
slow initially and took four to five years to reach its first thousand friends. The
smartphone boom in the early 2010’s really helped the KVK’s Facebook account to
get highlighted, as the number of people using Facebook increased dramatically with
the rise in number of smartphone users, due to convenience in usage. Moreover, other
social media like Linked in also started becoming popular. So, KVK Scientists on
Linked in would share information of the IIHR KVK’s Facebook page and in turn,
their friends on LinkedIn would become Facebook friends with IIHR KVK. The
number of friends on Facebook for the Vigyan Kendra reached 2000 by 2017, 3500
by 2018 and 5000 by 2019.

The social media saga of IIHR KVK Hirehalli was not a sugar coated one. It
had its own hurdles and obstacles. A major problem that it faced was that of hackers.
In 2013, the Facebook account of IIHR KVK was hacked and illicit content was
posted by the hackers. The Scientists had to delete the account and start a new account
with the same name, put in all the effort from scratch to build its Facebook profile and
presence to reach back to its friends and followers. This time though, security
measures were double-checked by the Scientists. They were very cautious and
changed the password for the account every ten days and never shared the password
with outsiders. The Director of ATARI Zone VIII in 2013 was Dr. Sreenath Dixit also
guided the KVK scientists regarding proper usage of social media.

By 2014, ICAR itself was recommending KVKs across the nation to use social
media to reach the unreached sections of the society, especially the farmers, at a faster
pace. IIHR KVK Hirehalli is proud of itself to be one of the first KVKs in India to
create a Facebook account and disseminate information through social media. The
KVK has friends not just from Karnataka, but also pan-India. The information on
planting materials and field activities taken up by IIHR KVK were received well by
its Facebook friends. Since literacy among farmers is a major issue when it comes to
their usage of social media, and there is a language barrier as most farmers in India
don’t speak English, the KVK shares information in Kannada as well as in Hindi,
whenever the text is available. The KVK mainly shares Government Schemes and

Social media for Agricultural development: Perception of KVK scientists 198

other schemes of ICAR in the respective formats and languages. When it specifically
comes to sharing information to the local population of Tumkur or even Karnataka,
like exhibitions, demonstrations, field days etc., the messages are sent in Kannada or
videos are made in Kannada language and shared.

Dr. Jagadish expressed that the main reason why KVK Hirehalli had such a
good presence on social media with thousands of followers was because the Senior
Scientist and head and himself, both were from the fraternity of Agricultural
Extension. A similar case is observed in the neighbouring KVK of Konehalli, Tiptur,
where the Senior Scientist and Head Dr. V. Govinda Gowda and Subject Matter
Specialist (Agricultural Extension) Dr. M. H. Shankar, have a strong background in
Agricultural extension. The number of Facebook friends for KVK Konehalli, which
was around 100 till 2017 has now reached close to 400 in two years after Dr. V.
Govinda Gowda joined as Senior Scientist and Head. This clearly shows the
importance of Scientists with expertise in Agricultural extension when it comes to
outreach of KVKs through social media.

199 Dishant Jojit James, Ph. D. 2020

Plate 1: Researcher with Mr. Jagadish, Subject Matter Specialist (Agricultural Extension), IIHR KVK, Hirehalli
 CASE STUDY-2

ICAR KVK, BAPOOJI SEVAK SAMAJ, SANTHANPARA, IDUKKI,

KERALA

Icar KVK Santhanpara Idukki

Idukki, the beautiful high range district of Kerala, is geographically known

for its mountainous hills and dense forests. It is also associated with power
generation. About 66 percent of the state’s power needs come from the Hydroelectric
Power Projects in Idukki. Idukki accounts for 12.9 percent of the total geographic area
(second largest district of Kerala) but only 3.7 percent of the total population of
Kerala. Bapooji Sevak Samaj is a Non - Governmental Organization registered under
the Literary and Charitable Societies Registration Act of 1955 founded by Shri.
Kuttachan Kakkad in 1976 at Chakkupallom, Idukki Dist., Kerala. Idukki has the
second highest concentration of scheduled tribes in Kerala. 59.49 per cent of STs are
doing agricultural labour and the remaining population of Scheduled tribes are
engaged in household industry. The organization has a broad objective of upbringing
the downtrodden and the oppressed communities of Idukki district.

Among the agricultural population in the district, majority are agricultural

labourers, along with few small farmers and planters engaged in pepper and
cardamom plantations. KVK Santhanpara conducts trainings on scientific mushroom
cultivation, apiculture, rabbit farming and biocontrol agents in agriculture among
many others. The KVK is located at a hillside and it takes two hours to reach the
institution from Idukki bus stand, though the distance is only 62 kilometres. Scientists
of Santhanpara KVK use social media, particularly WhatsApp, to contact other
scientists and send/receive information. Broadband internet connectivity in Idukki
District is quite good but users don't have multiple connectivity options as there are
very few companies offering internet services here.

There are two main constraints that the scientists face while using social media
for agricultural development. The first constraint is the lack of literacy of farmers in
the surrounding areas, both with respect to general literacy and social media literacy.
Most of the agricultural labourers do not possess smart phones and have low

Social media for Agricultural development: Perception of KVK scientists 200

knowledge regarding social media and its uses. The second constraint is the large
volume of unnecessary and unrelated messages sent by some farmers among those
who use social media, in the WhatsApp group created by the KVK scientists. In 2018,
one progressive farmer approached the KVK scientists stating that he had developed a
new method of planting paddy and wanted the help of scientists to patent it. The
method included mixing of seeds of seven indigenous paddy varieties and two hybrid
varieties into a seed ball, along with small quantity of fertilisers and biocontrol agents.
The advantage of this method of planting, according to the farmer, was that those
varieties that would survive the changing environmental conditions would go on to
yield produce. This was in the backdrop of the Kerala floods. The scientists
appreciated the farmer and told him that they would be conducting field trials for
testing the efficiency and feasibility of the innovation.

But before the scientists got the results of the farm trials, the farmer started
spreading messages about his method being accepted by the KVK, via social media.
The scientists later on found from the field trials that the farmer’s innovation was not
efficient and didn’t produce enough yield either. When the same message was
communicated to the farmer, he became very upset and started threatening and
abusing the scientists on the WhatsApp group of the KVK. The local politicians and
Gram Panchayat members present in the group also started volleying messages related
to farmers rights and privileges without actually trying to understand the real scenario.
Ultimately, the scientists had to block the farmer in the group for a few days and
convince the politicians about the entire issue. Later on, even the farmer was made to
realise the flaws in his innovation and he was motivated to modify his planting
method.

Another group of the rural population in and around Santhanpara effectively

use social media for agricultural development- the secondary school and college
students in the region. The students visit the KVK twice every week in the morning
hours to listen to lectures and undergo trainings and demonstrations on various
agricultural practices like mushroom cultivation. They practice these methods in their
school gardens and also teach their parents at home. The students record videos of the
demonstrations and lectures and circulate them in their own social media groups.
Such initiatives inspire youth to take up agriculture as an occupation.

201 Dishant Jojit James, Ph. D. 2020

Plate 2: Researcher with Dr. R. Marimuthu, Senior Scientist and Head, ICAR KVK, Idukki
 Recently, BSNL announced that Idukki will be the first district in the country
to get its 4G network. The Government has proposed that India's first hi-speed rural
broadband network would be commissioned in Idukki, making it the first district in
the country to have all its gram panchayats connected through National Optical Fibre
Network (NOFN). Thus, it can be concluded that in the days to come, with more
trainings on use of social media and better net penetration, the KVK can use social
media much more effectively for agricultural development.

Social media for Agricultural development: Perception of KVK scientists 202

 CASE STUDY-3

KVK, SANDHIYUR, SALEM, TAMILNADU

@kvksalem Kvk Salem

Krishi Vigyan Kendra Salem

Krishi Vigyan Kendra, Salem is located at Sandhiyur, near Mallur of Salem

District. Twenty five minutes of travel is required to reach the KVK from Salem
Railway Station or Bus Stand. It has several facilities like well-equipped soil testing
lab, ‘slatted floor’ goat rearing system, honey bee park, poultry unit (with Kadaknath
and other indigenous breeds), vermicomposting unit, azolla multiplication unit, KVK
sales centre, model roof garden, mushroom production unit, training hall with WiFi
and e-extension service facility. Dr. N. Sriram is the Senior Scientist and Head of
KVK Salem.

The institution started using social media, particularly Facebook, in 2012-13,

to spread successful technique/ technologies. Six Subject matter specialists of the
KVK couldn’t cater to the needs of farmers in the nook and corner of the district.
Initially, books and magazines used to be published but it never reached a large
population. Thus, all the digitalized farmers’ success stories would be published in the
KVK’s Facebook account. Also, farmers’ feedback, farmers’ innovative ideas,
performance of OFTs and FLDs, information regarding training programmes and
KVK activities would be put up on the Facebook account of the KVK. The Facebook
id was attached with the KVK website. So, anyone who visited the KVK website had
access to its Facebook account as well. After the popularisation of Web 2.0
technology, the KVK started using other forms of social media as well, like Twitter,
WhatsApp and YouTube. Presently, the most extensively used social media by KVK
Salem is WhatsApp. Farmers’ WhatsApp groups are have been created based on
commodities, for example, Paddy farmers’ groups. Salem district has 20 blocks/
mandals. The KVK maintains a separate WhatsApp group for each block. The
technologies developed by KVK would be shared via the WhatsApp group and the

203 Dishant Jojit James, Ph. D. 2020

farmers’ in turn could ask questions or provide feedback in the WhatsApp group. It is
not necessary that all the doubts be answered by Scientists themselves, but also by
some knowledgeable/ progressive farmers. The Scientists/ Subject Matter Specialists
act as moderators in the WhatsApp groups. They approve the apt technologies or
information passed about by the farmers. If the information is wrong/ inaccurate, then
the scientists rectify the message by intervening in the right time. If no farmer knows
the solution for a problem posed in the group by one of the farmer members, then a
Scientist who is expert in that particular field would recommend a solution.

Messages regarding training programmes are posted in the WhatsApp groups

as well. The interested farmers can register their names for the training programme
via WhatsApp itself. In this way, social media is being used by KVK Salem to reach
and inform a large population. Since the maximum group chat size limit in WhatsApp
is 256 members, the KVK scientists face an issue that all the farmers in the district
cannot be included in the group. Only those farmers who are really interested in using
social media and are well-versed with social media are include in the WhatsApp
groups. Ten farmers from each of the 20 blocks in Salem are include in the WhatsApp
group thus making a total of 200 farmers in the group. Usually, the farmers selected
are progressive farmers, with the expectation that those farmers would pass on the
messages to other farmers in their respective blocks. The KVK in turn is a member of
WhatsApp groups of Department of Agriculture, Department of Horticulture and also
several WhatsApp groups created by farmers themselves. Even in Facebook, the KVK
has around 2000 people in the waiting list, who have sent Friend requests to the KVK,
waiting to be accepted as friends. But the KVK ensures that the friend requests of
only genuine farmers, scientists, extension functionaries and Government officials are
accepted. The friend requests of many entrepreneurs who claim to be farming oriented
are kept pending. Both ‘push’ and ‘pull’ type of messages are catered to via social
media. Every day the KVK pushes information in the group regarding new
technologies, market information, pest and disease forecast information, weather
bulletin etc. to all the groups whether the members like it or not. For instance, paddy
seeds available in KVK would be posted in the ‘Paddy growers’ group’. In case of
‘pull’ messages, whenever a farmer asks a question in the group, the concerned SMS
immediately responds to the query with a suitable solution. Sometimes, the farmers

Social media for Agricultural development: Perception of KVK scientists 204

who aren’t aware of using social media post the messages in the group with the help
of their children.

In 2011, Dr. N. Sriram was a Subject Matter Specialist (Agricultural

Extension). He would document farmers’ feedback and success stories on paper as
well as in video recorder. From 2012 onwards, he himself started posting the photos
or videos related to farmers’ field activities on Facebook, for convenience purpose
and to reach out to larger audience. He had two objectives in mind. One was that he
could retrieve the information whenever required by just visiting the Facebook
account. Saving it to the computer and using memory space on computer was no
longer a necessity. The second objective was to build a virtual network of farmers. In
the initial days of Facebook usage itself, farmers from across Tamil Nadu and even
other states like Karnataka would call Dr. Sriram to enquire about the messages he
had posted on Facebook. Later on, he started receiving Facebook messages from other
countries as well. For using social media, one need not invest a single rupee. But there
are instances where farmers strongly object the messages posted on Facebook/
WhatsApp as they would have tried the recommended practice in their field and failed
to achieve successful results. During such situations, the Scientists forward the
contact number of successful farmers to the complainants via social media and ask
them to contact the successful farmers. Thus farmer-farmer communication can also
be facilitated via social media.

In the Facebook account of KVK Salem, there are more than 2200 followers
and the last update made was in December 2019. Whereas, in Twitter, the institution
has hardly 33 followers and the last post was in 2016. In YouTube, the KVK has
uploaded 40 videos, some of which have garnered up to 60,000 views, but still the last
uploaded video was in 2017. The reason for this was that the scientists felt that
Twitter was being used only to inform farmers regarding dates of training
programmes but many farmers weren’t aware of Twitter. Even now, most farmers
prefer WhatsApp over Twitter. Moreover, the messages posted in Twitter can be
easily posted in WhatsApp as well, and it reaches more audience. Thus, the use of
Twitter was stopped by the KVK. In case of YouTube, prior to year 2017, the videos
produced by KVK Salem would be uploaded in its YouTube account. But from 2017
onwards, Door Darshan started producing videos for the KVK and uploading the

205 Dishant Jojit James, Ph. D. 2020

Plate 3: Researcher with Dr. N. Sriram, Senior Scientist and Head, and Subject Matter Specialists of KVK Salem
videos in DD Channel as well as YouTube account of Door Darshan. Even in 2019,
40 success stories of KVK Salem were documented as videos with the help of DD.
Since DD posts the videos in its YouTube Channel, KVK Salem cannot post the same
videos in its channel, due to copyright issues.

The main problem faced by KVK Salem regarding social media is validation.
Farmers often share unauthorised and unvalidated information, which misleads rest of
the farmers. Even wrong information is shared by farmers on social media. Also,
internet connectivity issues in rural areas is a big problem. Some farmers also have an
aversion towards social media. They don’t realise the importance of social media and
are reluctant to pay for internet facility and make use of social media. But the sons
and daughters of the farmers are very enthusiastic regarding social media usage.

The main suggestion of scientists of KVK Salem is that whenever groups are
formed in social media, only trustworthy and known farmers have to be made the
members. When unknown people are added, it creates unnecessary problems. Also,
KVK should have authenticated information. It can make use of videoconferencing
and other advanced features of social media. Political, religious and caste-based
messages should be avoided. Farmers feel that all groups are same. They have to be
made aware of the type of messages that have to be posted/ forwarded in KVK
groups. A staff may be appointed for regulating social media activities of KVK. Since
that provision is not there, the Computer Assistant or any Scientist can take up the
role of ‘moderator’ of social media activities. The effect of information passed
through social media can be monitored by the KVK.

Social media for Agricultural development: Perception of KVK scientists 206

 CASE STUDY-4

KVK, HADONAHALLI, BANGALORE RURAL, KARNATAKA

KVK Bangalore Rural

The Krishi Vigyan Kendra of Bangalore Rural District was established at

Hadonahalli, Tubagere Hobli, Doddaballapur taluk on 31st March, 2006 to serve the
farming community of Bangalore Rural District. The centre covers four taluks
(Doddaballapur, Devanahalli, Nelamangala and Hoskote). KVK Bangalore Rural
comes under Agro climatic Agriculture Zone-V of Karnataka, known for its
diversified farming. The farm science centre is conducting training programmes
regularly based on the local problems, to the farmers / farmwomen, farm youth, farm
labourers and Extension Personnel of developmental departments. In addition, the
centre is also conducting sponsored programmes under RKVY, SGSY, ATMA,
NHM, etc. The Krishi Vigyan Kendra is located exactly fifty kilometres away from
the University of Agricultural Sciences, Bangalore. Dr. A.P. Mallikarjuna Gowda,
Senior Scientist and Head (Horticulture) of KVK, Bengaluru Rural District strongly
stated that the emerging trend of increasing internet penetration in the rural areas is
very good for farming and agricultural development. According to a recent Times of
India report, rural India had 227 million active internet users, 10 per cent more than
urban India’s 205 million, as of November 2019. Dr. Gowda aligned with the reports
of FAO in stating that the internet helps in bringing new information resources and
can open up new communication channels for rural communities and agricultural
organizations. It offers a means for bridging the gaps between development
professionals, rural people and agricultural producers through the initiation of
interaction and dialogue. The social benefits include new opportunities to overcome
geographic isolation, increased social interaction, opportunities to organize and
advocate for social change, equalization of urban/rural disparities and new links
between urban and rural communities.

Farmers of Doddaballapura and surrounding regions of Bangalore Rural use

social media extensively, for contacting each other as well as the KVK scientists, for
sharing information and receiving valuable knowledge and updates. Social media
groups have been formed on WhatsApp and Facebook which act as forums for

207 Dishant Jojit James, Ph. D. 2020

constructive discussion and information sharing between farmers and scientists. One
of the reasons for limited use of social media by some farmers in the region is the
illiteracy and old age. Apart from social media, the scientists share information using
Kisaan SMS. In a phone conversation later, Dr. Gowda said that the latest trend post
Covid lockdown 3.0 in 2020, is the use of Zoom and Google Meet platforms for video
conferencing.

Due to the corona crisis, some videos went viral on social media, showing
farmers of Bangalore Rural dumping their grapes and other produce as they couldn’t
find buyers during the lockdown. Some farmers sold their crops at prices that were
50-60% lesser than usual rates. But other farmers took a leaf out of the 2019 Telugu
film 'Maharshi' where the protagonist uses social media to connect farmers to
consumers directly. They shared photos of their crops with Farmer Groups on
WhatsApp and Facebook, and also with customers, offering to deliver the produce
directly to their homes. This step boosted up their sales. Also, ‘Agri War Room’
initiative of UAS Bangalore helped the farmers a lot. Through this initiative, the
University teamed up with regional farmers and offered to sell their crops to
consumers by promoting the marketing through social media and practising social
distancing and hygiene during sales. It’s a win-win for farmers who get a good price
for their produce minus the middlemen and customers get farm-fresh fruits and
vegetables.

The main issue that has cropped up in the aspect of social media sales is that
of transportation. Usually, a trader comes to the village and buys the produce of
farmers. Now the farmers have to think of local transport and packaging. One farmer
who owns a pink guava farm in Madhure village of Bangalore rural district, went
online to search the contact details of apartment associations in North Bangalore and
found a General Manager’s contact. He created a WhatsApp group to take orders and
was able to sell around six quintals of guava in two weeks, which were delivered by
his cousins living in Bangalore, who had also lost their jobs during the lockdown.
Payment was done through cash and digital wallets.

Scientists of the KVK also mentioned about online lockdown farmers’ markets
as a substitute to the regular farmers’ market. The founders of such online markets
join 15-20 WhatsApp groups of various apartments in Bangalore as well as peri-urban

Social media for Agricultural development: Perception of KVK scientists 208

regions. They use social media and online food delivery apps like Swiggy to help the
farmers. Through this model, one banana farmer in Bangalore Rural was able to
supply two tonnes of the fruit to charity Feed my Bangalore, which distributes meals
to daily wage earners. The photos and videos shared by farmers on social media
increases the trust that consumers have on them. Community-based deliveries in
housing societies reduce the cost per delivery because of the larger quantities. Dr. B.
Manjunath, Scientist (Plant Protection) feels that after the lockdown, the farmers will
have a lot more confidence to sell directly to consumers using social media, due to the
experience they have had.

209 Dishant Jojit James, Ph. D. 2020

Plate 4: Researcher with Dr. B. Manjunath, Scientist (Plant Protection) and Dr. Chithra Y. D., Scientist (Agricultural Extension) of
KVK Hadonahalli
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227 Dishant Jojit James, Ph. D. 2020

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229 Dishant Jojit James, Ph. D. 2020

YEHUDIT BERMAN HAREL, 2015, The effect of social media and employee
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State Polytechnic University.

Social media for Agricultural development: Perception of KVK scientists 230

 APPENDIX- I
UNIVERSITY OF AGRICULTURAL SCIENCES, BENGALURU
DEPARTMENT OF AGRICULTURAL EXTENSION
GKVK, BENGALURU-560 065

Dr. M.Shivamurthy Date: 28-08-2019

Professor and Head
Dept. of Agricultural Extension
UAS, GKVK Bangalore – 560065

Dear ____________________________________________,
I am glad to inform you that Mr. Dishant Jojit James, Ph.D scholar in the
Department of Agricultural Extension, College of Agriculture, UAS, GKVK,
Bangalore, is pursuing a research study on the topic “Social Media for agricultural
development: Perception of Krishi Vigyan Kendra Scientists” under my guidance.
As part of the study, the student researcher has to develop a scale to measure the
“Perception of KVK scientists regarding social media for agricultural
development”. Considering your vast expertise and professional experience in the
field of Agricultural extension and Transfer of Technology, your opinion is solicited
to obtain the relevancy of the items to measure the “Perception of KVK scientists
regarding social media for agricultural development”. You are requested to kindly go
through the statements carefully and give your valued assessment regarding each
statement. Please tick (√) against each statement in the appropriate column that
coincides with the degree of your judgment viz., Most Relevant (MR), Relevant (R),
Some What Relevant (SWR), Less Relevant (LR) and Not Relevant (NR). I request
you to kindly spare your valuable time out of your busy schedule and complete the
statements enclosed by recording your judgment/ opinion without leaving any
statement. The statements listed are only suggestive. If, in your opinion, any of the
statements are missing, please feel free to add new statements or refine as considered
by you. The completed proforma may please be returned to the student researcher at
your earliest possible time. Expecting your good will and whole hearted co-operation
in this regard.
With kind regards,
Yours sincerely,

(M. Shivamurthy)
Chairman, Advisory Committee

Social media for Agricultural development: Perception of KVK scientists 231

 ANNEXURE-A

Scale to analyse the perception of KVK Scientists regarding social media for
agricultural development.

Following are the statements to measure the perception of KVK scientists

regarding social media for agricultural development. Please indicate your agreement
as Most Relevant(MR), Relevant (R), Somewhat Relevant(SWR), Less Relevant(LR)
and Not Relevant(NR) by putting tick mark ( ) in the appropriate column against
each statement.

Sl.
Statement MR R SWR LR NR
No.
I. Social media for knowledge and skill development
Social media is effective in facilitating skill development

1. of farmers.

Social Media is a useful tool for learning about new

2. agricultural information.

Information by scientific fraternity on social media helps

3. farmers have a better understanding about agriculture.
Social media gives opportunities for agricultural scientists
to create content in order to promote learning among
4.
farmers.
Scientists can get timely information about many
conferences, workshops and new publications using social
5.
media.
New business opportunities can be discovered by farmers
6.
while using social media.
Social media gives the farmers an opportunity to learn
7.
from the experiences of their counterparts worldwide.
The electronic word of mouth publicity offered in social
8. media assists farmers in purchasing agricultural products
online.
Social media are good platforms to portray the indigenous
9.
knowledge of farmers and bring more ITKs to the

232 Dishant Jojit James, Ph. D. 2020

 limelight.
It is necessary to be highly technologically skilful to use
10.
social media
It is very difficult to use social media initially without
11.
consulting others

II. Social media for mobilising farmers

MR R SWR LR NR
Scheduling of training programmes and demonstrations
12. can be done efficiently using social media.

Social media are handy to indicate precise location of

13. farmer’s field, thus saving time.

Farmers can use social media to improve income from

14.
farms and other rural businesses.
Social media can provide information to farmers about
15.
various traders and prices offered by them.
Processing firms can be contacted via social media, by
16. which shelf-life and price of agricultural produce can be
increased.
Finance options for agricultural activities can be made
17.
available with the help of social media, by scientists.
Social media makes it certain that farmers can improve
18. their timing of getting crops to the market.

Social media improves ease of business for farmers

19

Mobilising farmers is a major benefit of social media

20.

III. Social media for inclusion and accessibility

MR R SWR LR NR

Farmers can freely express their problems and felt needs

21.
on social media.

Social media can bring together a collective voice and

22.
attract policy makers’ attention to the issue being posted.

Social media gives a chance to farmers to become active

23.
stakeholders of development efforts.

Social media for Agricultural development: Perception of KVK scientists 233

 Democratizing knowledge through social media is a big
24.
step towards empowerment of farmers.

Farmers can gain easy access to specific sources of

25.
information via social media.

Social media has been useful in finding new markets for

26.
perishable crops like fruits and vegetables.

Farmers on social media can come together and help each

27.
other in forming cooperative societies.
Complicated information restricted to officials reaches the
28.
farmers in a simple way through social media
Even small and marginal farmers can express their needs
29.
on social media

IV. Social media for professionalism

MR R SWR LR NR
It is more encouraging to work with a colleague who uses
30. social media for agricultural development than with one
who doesn’t.
The use of social media increases an agricultural
31.
scientist’s professional competence.

Posts from co-farmers regarding their produce instils a

32.
competitive spirit in farmers to perform better.

It is necessary for scientists to be technologically skilful to

33. use social media.

Scientists have to be actively involved in social media in

34.
order to influence farmers positively.

Social media provides farmers with decisive information

35.
so that they can properly manage their crops.
Social media helps farmers to fine-tune their production
36. strategies to match the speedy rates of change in consumer
demand.
Social media have brought farmers closer to their
37.
consumers not only locally but internationally

234 Dishant Jojit James, Ph. D. 2020

 Social media adds to the professional nature of
38.
agricultural scientists
Farmers can become better professionals by using social
39.
media

V. Social media for outreach

MR R SWR LR NR
With the help of social media, it is possible to increase the
40. accessibility of KVK scientists to more farmers.

Local leaders and progressive farmers can be easily

41.
identified using social media.
Social media helps extension workers in gaining first-
42. hand experience of the living condition of the farmer and
farmer’s family.
Social media is an effective tool to bring together all the
43. stakeholders of Agricultural Knowledge Information
System.
Social media increases the online visibility of extension
44.
websites, for quicker information dissemination.
Social media fosters communication and collaboration
45. between scientists regardless of their geographical
location.
Social media provides easy avenues to the scientists for
46.
regularly reaching audiences related to agriculture.
Scientists can use social media to provide detailed
47. directions to the farmer on how to manage a particular
farm situation.

For researchers and academicians, creating peer networks

through social media is important for career advancement
48.
as well as dissemination of important findings that can be
translated on farms.
Social media provides a very good platform for academic
49.
and professional networking.

VI. Social media for effectiveness

MR R SWR LR NR

Social media for Agricultural development: Perception of KVK scientists 235

 Farmers heed more to the messages that the scientists post
50.
on social media compared to other media.
Social media provides farmers the facility of direct,
51. instant communication with consumers, by avoiding
middlemen.
Social media lacks in verified and authentic scientific
52.
information on agriculture to intervene with farmers.
The voice notes, photos, videos and text messages that can
53. be shared via social media have made modern extension
effectual.

Social media can be used to better analyse the real-time

54. situation of a farmer’s field in an effective manner.

Farmers can make more efficient use of transport

55. facilities through social media.

Suppliers can use social media to conduct real-time

56. market research and identify consumer preferences.

Social media makes it certain that farmers can negotiate

deals with traders and improve their timing of getting
57.
crops to the market

Interacting with social media sites is clear and

58.
understandable for learning

VII. Social media for communication

MR R SWR LR NR
For agricultural scientists, communication has become
59. hassle-free, as managing contacts have become easier
with social media.
Professional communication via social media is more
60. popular among scientists when compared to informal
communication.
Social media strengthens up connections between
61. scientists in the virtual space when compared to
connections within the academic circle.
Dissemination of knowledge is faster through social
62. media than traditional mass media channels of extension
communication.

236 Dishant Jojit James, Ph. D. 2020

 Less literate farmers can also interact with agricultural
63. scientists via social media.

Forecast of pest and disease outbreaks, and natural

64. calamities, can be shared quickly through social media.

Social media helps scientists in obtaining larger feedback

65. from the farmers.

Social media is the best way of communicating with

66. farmers

The issues related to mass media and telephonic

communication can be resolved with the use of social
67.
media

VIII Drawbacks/ limitations of Social media

MR R SWR LR NR

Knowledge transferred through social media is valued less

68.
by farmers than personal communication.

Scientists use social media only to project themselves as

69.
futuristic rather than for actual agricultural development.

Social media is applicable only in certain aspects of

70.
transfer of agricultural technology and is not universal.

Negative comments and instant critical feedback received

71.
in social media demotivates the agricultural scientist.
Social media is not a silver bullet and should be combined
72. with traditional communication methods for effective
transfer of technology.
In rural areas, where internet connectivity is very poor,
73. social media is not a good solution for transferring
technology.
Encouraging participation of farmers in social media
74. interactions and ensuring their continuous engagement is a
tough task.
The large number of responses on social media causes
75. tiredness and stress

Social media for Agricultural development: Perception of KVK scientists 237

 A lot of false information on agricultural practices is
76.
being spread on social media, reducing its authenticity.

There are possibilities of deterioration of interpersonal

77.
communication skills, due to overuse of social media.
It is very difficult to trace the required information from
78. social media during times of need, unlike books and e-
books.

Name:

Designation: Signature

Date:

238 Dishant Jojit James, Ph. D. 2020

 APPENDIX-II

UNIVERSITY OF AGRICULTURAL SCIENCES,

BENGALURU
DEPARTMENT OF AGRICULTURAL EXTENSION
GKVK, BENGALURU-560 065

Respected Sir/ Madam,

I am Dishant James, Ph.D. scholar in the Department of Agricultural
Extension, College of Agriculture, UAS, GKVK, Bengaluru. I am glad to inform you
that I am pursuing a research study on the topic “Social Media for agricultural
development: Perception of Krishi Vigyan Kendra Scientists”. The respondents for
my study are KVK scientists of ATARI Zone X and Zone XI.
Most respected Sir/ Madam, I am collecting this data from you for my Ph.D.
study and I assure you that your identity will not be mentioned anywhere and it will
be highly confidential. Considering your vast expertise and professional experience in
the field of Agricultural and allied sciences, your opinion is solicited to obtain
relevant data for my research study. I request you to kindly spare your valuable time
out of your busy schedule and provide your frank response/ opinion by reading each
statement in the questionnaire.
I am wholeheartedly thanking you in advance for your cooperation in
completing my research study.
Thanking you,
Yours sincerely,

Dishant James
PhD Scholar,
Department of Agricultural Extension,
GKVK, University of Agricultural Sciences,
Bangalore.
Chairperson:
Dr. M. Shivamurthy
Retd. Professor (HAG) & University Head
Department of Agricultural Extension,

University of Agricultural Sciences, GKVK,

Bangalore 560 065
Office: 918023330153, Extn 367
(m) 9449044975

Social media for Agricultural development: Perception of KVK scientists 239

 UNIVERSITY OF AGRICULTURAL SCIENCES, BENGALURU
DEPARTMENT OF AGRICULTURAL EXTENSION
GKVK, BENGALURU-560 065

“Social Media for Agricultural Development: Perception of Krishi Vigyan

Kendra Scientists”

QUESTIONNAIRE
Date: -
PART – I: Basic Information
1. Name :
Mobile Number:

Email id:

Name of KVK:
2. Age :
3. Educational qualification :
4. Experience in KVK : ___ years
➢ I started using social media from the year _______ onwards

5. Rural Urban Background

Please indicate your background by putting a tick mark ( ) on the appropriate
answers:
a) The high school I studied is situated in : Rural area/ SemiUrban/ Urban area

b) The PU college I studied is situated in : Rural area/ SemiUrban/ Urban area

c) My high school is maintained by : Government/ Private

d) My PU College is maintained by : Government/ Private

e) The board under which I studied PU is : State Board/ CBSE/ ICSE

f) The time I used to spend to reach PU College is : <30 mins/ upto 1 hour/ >1 hour

g) Average number of students in my PU class was : <20/ 20-50/ >50

h) Instructional resources I had in PUC : radio/ TV/ Computer/ Lab/ Library

i) I completed my graduation in: Rural area/ SemiUrban/ Urban area

240 Dishant Jojit James, Ph. D. 2020

6. Awards/Recognition received
Please indicate the number of awards you have received in the last 5 years:
a) International d) University level
I. ( ) I. ( )
II. ( ) II. ( )
b) National e) Professional society
I. ( ) I. ( )
II. ( ) II. ( )
c) State level f) Others
I. ( ) I. ( )
II. ( ) II. ( )

7. Abroad exposure
Please indicate your abroad exposure/countries visited during the last 5 years
Sl. No. Country visited Purpose Date/Duration
1.
2.
3.
4.

PART- II
Utilization, Knowledge and Perception regarding Social media
1. a) Extent of Utilization of selected social media
Please indicate your response by marking a tick ( ) mark to the following
statements;
Sl. No Social media Extent of Utilization in the last five years
Very Frequently Rarely Very rarely Not
frequently (At least (At least (At least used
(At least once in a once in a once in 6
once a day) week) month) months)
1. Facebook
2. WhatsApp
3. YouTube
4. Instagram
5. Twitter
6. Telegram
7. LinkedIn
8. Skype
9. Messenger
10. Quora
11. ResearchGate
12. Others
a.
b.

Social media for Agricultural development: Perception of KVK scientists 241

242

1. b) Please indicate the purpose for which you utilise social media by marking a tick ( ) mark wherever applicable.*
S.No. Social media Purpose of Utilization

Seeking and
Transfer Acquiring skills Sharing Communication Publicising/
dissemination of Seeking
of pertaining to success with other rapport Entertainment
agricultural suggestions
technology agricultural practices stories organizations building
information

1. Facebook
2. WhatsApp
3. YouTube
Diahant Jojit James, Ph. D.

4. Instagram
5. Twitter
6. Telegram
7. LinkedIn
8. Skype
9. Messenger
10. Quora
11. ResearchGate
12. Others
a.
b.
c.
2020

* Multiple responses possible

1. c) Please indicate the type of information you disseminate to the farmers using
social media, by marking a tick ( ) mark wherever applicable*
Response
Sl.No. Information disseminated Majority of Not at
Sometimes
times all
Availability of agricultural inputs and
a.
subsidies
Agricultural machinery/ tools/
b.
equipment
c. Labour availability
d. Land Preparation
e. Seed Treatment
f. Sowing/ Transplanting
g. Integrated Nutrient Management
h. Integrated Pest Management
i. Integrated Disease Management
j. Herbicide application
k. Inter-cultivation
l. Soil and water conservation
Harvesting and Post-harvest
m.
management
n. Market demands/ avenues
o. Transportation of produce to market
p. Climate/Weather/ Market forecast
q. Nearby SHGs/ FIGs
r. Agricultural development programmes
s. Farming systems
Date and venue of trainings/
t.
demonstrations
u. Others
1)
2)
3)
4)
* Multiple responses possible

Social media for Agricultural development: Perception of KVK scientists 243

244

2. Knowledge Level regarding social media

Please put a tick mark ( ) against the task(s) that can be performed using different social media, as per your inference.*

Sl. Social media Tasks that can be performed

No. Chat Comment Share Share Share Capture Capture Live Voice Voice Video Video Connect
posts files location and and stream call call conference with
Message
share share people
photos videos online
Diahant Jojit James, Ph. D.

1. Facebook
2. WhatsApp
3. YouTube
4. Instagram
5. Twitter
6. Telegram
7. LinkedIn
8. Skype
9. Messenger
10. Quora
11. ResearchGate
* Multiple responses possible
2020
3. Perception regarding social media for agricultural development
Following are the statements to measure the perception of KVK scientists
regarding social media for agricultural development. Please indicate your agreement
as Strongly Agree(SA), Agree (A), Undecided(UD), Disagree(DA) and Strongly
Disagree(SDA) by putting tick mark ( ) in the appropriate column against each
statement.
Sl. Response
Perception statement
No.
SA A UD DA SD

I. Social media for knowledge and skill development

Social media is a useful tool for learning about new

1.
agricultural information.
Information by scientific fraternity on social media helps
2.
farmers have a better understanding about agriculture.
Social media gives opportunities for agricultural scientists
3. to create content in order to promote learning among
farmers.
Scientists can get timely information about many
4. conferences, workshops and new publications using social
media.
New business opportunities can be discovered by farmers
5.
while using social media.

Social media gives the farmers an opportunity to learn

6.
from the experiences of their counterparts worldwide.
Social media are good platforms to portray the indigenous
7. knowledge of farmers and bring more ITKs to the
limelight.
Response
II. Social media for mobilising farmers
SA A UD DA SD
Social media are handy to indicate precise location of
8.
farmer’s field, thus saving time.
Farmers can use social media to improve their income
9.
from farms and other rural businesses.
Social media can provide information to farmers about
10.
various traders and prices offered by them.
Processing firms can be contacted via social media, by
11. which shelf-life and price of agricultural produce can be
increased.
Finance options for agricultural activities can be made
12.
available with the help of social media, by scientists.

Social media makes it certain that farmers can improve

13.
their timing of getting crops to the market.

Social media for Agricultural development: Perception of KVK scientists 245

 Response
III. Social media for inclusion and accessibility
SA A UD DA SD

Farmers can freely express their problems and felt needs

14.
on social media.

Social media can bring together a collective voice and

15.
attract policy makers’ attention to the issue being posted.

Social media gives a chance to farmers to become active

16.
stakeholders of development efforts.

Farmers can gain easy access to specific sources of

17.
information via social media.

Social media has been useful in finding new markets for

18.
perishable crops like fruits and vegetables.

Farmers on social media can come together and help each

19.
other in forming cooperative societies.

Response
IV. Social media for professionalism
SA A UD DA SD
It is more encouraging to work with a colleague who uses
20. social media for agricultural development than with one
who doesn’t.

The use of social media increases an agricultural

21.
scientist’s professional competence.

Posts from co-farmers regarding their produce instils a

22.
competitive spirit in farmers to perform better.

It is necessary for scientists to be technologically skilful to

23.
use social media.

Scientists have to be actively involved in social media in

24.
order to influence farmers positively.
Social media helps farmers to fine-tune their production
25. strategies to match the speedy rates of change in consumer
demand.

246 Dishant Jojit James, Ph. D. 2020

 Response
V. Social media for outreach
SA A UD DA SD

With the help of social media, it is possible to increase the

26.
accessibility of KVK scientists to more farmers.

Social media helps extension workers in gaining first-hand

27. experience of the living condition of the farmer and
farmer’s family.
Social media is an effective tool to bring together all the
28. stakeholders of Agricultural Knowledge Information
System.

Social media increases the online visibility of extension

29.
websites, for quicker information dissemination.

Social media fosters communication and collaboration

30.
between scientists regardless of their geographical location.

Social media provides easy avenues to the scientists for

31.
regularly reaching audiences related to agriculture.
Response
VI. Social media for effectiveness
SA A UD DA SD

Farmers heed more to the messages that the scientists post

32.
on social media compared to other media.

Social media provides farmers the facility of direct, instant

33.
communication with consumers, by avoiding middlemen.

Social media lacks in verified and authentic scientific

34.
information on agriculture to intervene with farmers.

The voice notes, photos, videos and text messages that can
35. be shared via social media have made modern extension
effectual.

Social media can be used to better analyse the real-time

36.
situation of a farmer’s field in an effective manner.

Suppliers can use social media to conduct real-time market

37.
research and identify consumer preferences.

Social media for Agricultural development: Perception of KVK scientists 247

 Response
VII. Social media for communication SA A UD DA SD

For agricultural scientists, communication has become

38. hassle-free, as managing contacts have become easier
with social media.
Professional communication via social media is more
39. popular among scientists when compared to informal
communication.
Social media strengthens up connections between
40. scientists in the virtual space when compared to
connections within the academic circle.
Dissemination of knowledge is faster through social
41. media than traditional mass media channels of extension
communication.
Less literate farmers can also interact with agricultural
42.
scientists via social media.

Social media helps scientists in obtaining larger feedback

43.
from the farmers.
Response
VIII Drawbacks/ limitations of Social media
SA A UD DA SD

Knowledge transferred through social media is valued

44.
less by farmers than personal communication.

Negative comments and instant critical feedback received

45.
in social media demotivates the agricultural scientist.

Social media is not a silver bullet and should be combined

46. with traditional communication methods for effective
transfer of technology.
In rural areas, where internet connectivity is very poor,
47. social media is not a good solution for transferring
technology.
Encouraging participation of farmers in social media
48. interactions and ensuring their continuous engagement is
a tough task.

The large number of responses on social media causes

49.
tiredness and stress

248 Dishant Jojit James, Ph. D. 2020

 PART – III
Socio-economic, communication and job-related aspects
1. Job satisfaction
Please indicate your degree of satisfaction or dissatisfaction relating to your
job in the last five years by putting a tick (√) mark against the following items in the
appropriate response category. (VMS=Very much satisfied, S=Satisfied PS=Partially
Satisfied, DS=Dissatisfied and VMDS= Very much dissatisfied.) If you have not
undergone pre-service or in-service training, you can skip that particular question.

Sl. VMS S PS DS
Statements VMDS
No. (5) (4) (3) (2)
(1)
The pre service training given at the time of
1.
joining the post.

The policies and procedures of the KVK in

2. relation to the job.

3. The budget provided to organize training

activities.
Availability of appropriate in-service training
4.
programmes leading to promotions.
Provision of equipment, vehicle and other
5. resources necessary to execute the
responsibilities.
Encouragement to participate in seminars,
6.
symposia, conferences in India and abroad.
Rewards, recognition and incentives provided
7. by ICAR/SAUs/Professional bodies for
quality performance.
The recognition given by farmers and
8.
colleagues.
Scope to prove merit and excellence in the
9.
organisation.
10. Medical facilities provided by the KVK.
Freedom for flexibility in work provided by
11.
the KVK.
The scope and opportunity available for self-
12.
development.
Help, guidance and encouragement from
13.
superiors.
The description of job and responsibilities as a
14.
scientist.
15. The amount of workload in KVK.

Social media for Agricultural development: Perception of KVK scientists 249

2. Job performance

Given below are the items relating to your job performance in the past five years. You
are requested to rate your actual performance for each activity on 3 point continuum
by putting a tick (√) mark in the appropriate column. A= Always; S= Sometimes; N=
Never.

Sl.No. Satements A S N
1. I plan appropriate curricula and mobilize resources to
promote learning for all farmers.
2. I promote farmer learning by addressing individual learning
differences and by using effective instructional strategies.
3. I analyze assessment data to measure farmer progress and
guide immediate and long range instruction.
4. I provide a well-managed, farmer-centered environment.
5. I communicate effectively with farmers, farm-women, rural
youth, extension functionaries and elected representatives.
6. I maintain a professional behaviour and participate in
professional growth opportunities.
7. My job results in acceptable and measurable progress of
farmers.

3. Achievement Motivation
Please indicate your response by making a tick ( ) mark to the following statements;

Sl. Statements Agree Undecided Disagree

No.
1. Work should come first even if one cannot get
proper rest, in order to achieve one’s goals
2. It is better to be content with whatever little one
has, than to be always struggling for more
3. No matter what I have done, I always want to
do more
4. I would like to try hard at something really
difficult even if it provides that I cannot do it
5. The way things are now-a-days discourage
one to work hard
6. One should succeed in occupation even if one
has to neglect his/her family to some extent.

4. Innovative Proneness
Please indicate your response by marking a tick ( ) mark to the following
statements;

Sl. STATEMENTS Most Least

No. like like
I try to keep myself up to date with the information on latest
1. innovations but it does not mean that I try out all the new
innovations.

250 Dishant Jojit James, Ph. D. 2020

 2. I feel restless till I try out new gadgets that I have heard about
Many new forms of media are coming up nowadays, but who
3.
knows whether they are better than the traditional media?
From time to time, I heard of several new technologies and
4.
tried almost most of them in the last few years.
5. Somehow I feel the older forms of media are the best among
all
6. I am cautious about using artificial intelligence oriented
technologies.
Modern technologies are complicated. However, if they are
7.
simple, I would surely like to use them.

5. Scientific orientation
Please indicate your choice among three alternatives for each of the following
statements by marking a tick ( ) mark:
Sl.No. Statements Agree Undecided Disagree
1. New methods of farming gives better results
to the farmers than the old methods.
2. Radio is best media for information
dissemination even today.
3. Even an agricultural scientist with lot of
experience should use modern methods of
communication for teaching farmers.
4. Though using modern forms of media
requires more expertise and patience, it is
worth the efforts.
5. A good agricultural scientist requires
experience with new ideas to teach farmers.
6. Traditional methods of teaching farmers have
to be changed in order to raise the level of
farmers

6. Perceived workload
Statements listed below represent your perceived work load in the last five years.
Please indicate your opinion by ticking ( ) the one appropriate to you from among
the alternatives given for each of the following statements.
Sl. Statements Strongly Strongly
Agree Undecided Disagree
No. agree disagree
I feel busy or rushed
1.
always
I feel pressured in
2. accomplishing the
action plan
I feel the amount of
work I did interfaced
3.
with how well it got
done
I feel that the number
4.
of requests, complaints

Social media for Agricultural development: Perception of KVK scientists 251

 or problems dealt with
is more than nominal
7. Job Involvement
Following are some of the statements related to your job in the last five years. Please
indicate your opinion ( ) in the appropriate column. SA: Strongly Agree, A: Agree,
UD: Undecided, DA: Disagree, SDA: Strongly disagree
Sl. Statements SA A UD DA SDA
No.
1. I shall stay overtime to finish a job even if I am not
paid for it.
2. I am really a perfectionist about my work
3. The major satisfaction in my life comes from my job.
4. You can measure a person pretty well by how good a
job he/she does.
5. I usually show up for work a little early to get things
ready.
6. I used to care more about my work but now other
things are more important to me.
7. Sometimes I lie awake at night thinking of the next
day’s work
8. I am very much involved personally in my work.
9. I feel depressed when I fail at something connected
with my job.
10. I have other activities more important than official
work.
11. Quite often I feel like staying at home instead of
going for work.
12. To me, my work is only a small part of who I am.
13. I avoid taking extra duties and responsibilities in my
work
14. I used to be more ambitious about my work than I am
now
15. Most other things in life are more important than my
work.
16. I would probably keep working even if I do not need
the money.

8. Field activities and trainings conducted

Please indicate the number of field activities conducted by you in your overall career:
A) Field activities conducted
Sl.No. Field activities Number
i. On-farm trials (OFTs)
ii. Method demonstration
iii. Result demonstration
iv. Front-line demonstrations (FLDs)
v. Field Days
vi. Exhibitions
vii. Film shows
viii. Group meetings

252 Dishant Jojit James, Ph. D. 2020

 ix. Diagnostic visits
x. Campaigns
(Soil health, Seed treatment, Animal Husbandry etc.)
xi. Farmers’ Field School (FFS)
xii. Farmers’ workshop
xiii. Farmers’ seminar

B) Training programmes conducted on and off campus

Sl.No. Field activities Number
a. Training for farmers
b. Training for rural youth
c. Training for extension personnel
d. Vocational training programmes for farmers and rural youth

9. e-readiness
Please rate yourself by putting ( ) mark in the category to which you belong with
respect to the following dimensions:
i. e-Access
a) Connectedness
Sl.No. Statements Yes No
i. I have internet connection in my home
ii. I have internet connection in my office
iii. I have laptop/computer in my home
iv. I have laptop/computer in my office
v. I have smartphone with net connectivity

b) Internet Usage
Sl.No. Statements Response
i. I am using internet daily (in laptop/ computer/ mobile) YES
NO
ii. My monthly internet usage in smart phone is _____ < 1 GB
(*If smartphone is owned) 1-2 GB
> 2 GB
iii. I use the internet for _____ hours on an average, everyday < 2 hours
2-5 hours
> 5 hours

ii. e-Literacy
Please rate yourself by putting ( ) mark in the appropriate column.
Sl.No. Statements Yes No
i. I keep myself updated regarding modern media and its
usage
ii. I am not much aware about modern media or its uses
iii. I am totally unaware about modern media or its uses

iii. e-Experience
Please rate yourself by putting ( ) mark in the appropriate column.
Sl.No Statements Yes No
i. I am not using any Information and Communication Technologies

Social media for Agricultural development: Perception of KVK scientists 253

 (ICTs)
ii. I have started using ICTs recently
iii. I have been using ICTs for a long time

iv. e-Business
Please rate yourself by putting ( ) mark in the appropriate column.
Sl.No. Statements Response
i. I have placed an order through Amazon/ Flipkart or Never ordered
any e-commerce website ________ times in the last 1-5 times
year > 5 times
ii. I have made fund transfer (net banking) ________ Never transacted
times in the last year 1-5 times
> 5 times
iii. I’ve made TV/ mobile recharges or paid bills on the Never done
internet _______ times in the last year 1-5 times
> 5 times
v. e-governance
Please rate yourself by putting ( ) mark in the appropriate column.
Sl.No Statements Yes No
i. I am using e-governance services like e-Tax, e-Aadhar, e-
stamping, e-signature, Fast Tag etc. regularly
ii. I used e-governance services occasionally
iii. I know about e-governance and about the services offered online,
but am not using
iv. I am not aware about e-governance services
vi. e-willingness
Please rate yourself by putting ( ) mark in the appropriate column.
Sl.No Statements Yes No
i. I am willing to use ICTs/ modern media even if they are
paid services
ii. I am moderately willing to use ICTs/ modern media if they
are paid services
iii. I am willing to use ICTs/ modern media only if the services
are free
iv. I am not willing to use ICTs/ modern media
10. Organizational climate
Listed below are some of the statements regarding organizational climate of the Krishi
Vigyan Kendra(s) that you have worked in the last five years. Please indicate your
opinion ( ) in the appropriate column. SA: Strongly Agree, A: Agree, UD:
Undecided, DA: Disagree, SDA: Strongly disagree

Sl. Statement SA A UD DA SDA

No.
1. In KVK, there are many rules, policies, practices and
procedures that do not fulfil the organizational goals
and objectives
2. KVK provides good facilities, liaisons and human
relations.
3. Emphasis is placed by KVK on quality performance

254 Dishant Jojit James, Ph. D. 2020

 in alignment with innovation and ethics.
4. When a need for leadership arises, KVK scientists
feel free to take up leadership roles without
apprehension
5. Appreciation and recognition is given by KVK to the
Agricultural scientists for their good work
6. KVK ensures the well-being of scientists with a
degree of work flexibility.
7. Friendliness and involvement are valued norms in
KVK, wherein the staff can trust and support each
other.

11. Competition orientation

Please indicate your response as Yes/No by marking a tick ( ) mark, after
reading each statement and considering the extent to which it applies to you.

Sl.No. Statements Yes No

1. The key points of success should not be divulged to other
scientists
2. Proper and positive competition leads to gaining more knowledge
and information.
3. It is of no use to keep an eye on what other scientists are doing.
4. Special tasks, promotions and grants should be on a competitive
mode.
5. By performing the job better, one gets recognition by the top level
management of the National Agricultural Research System
(NARS).
6. It is not good for scientists to become too ambitious in life.

12. Mass Media Utilization

A. Kindly indicate to what extent you have used the following mass media in the last
five years for acquiring information by making ( ) mark in the appropriate
column(s):
Sl. Medium Subscriber/Owner Listening/viewing/reading
No. Yes/No behaviour
Regularly Occasionally Never
1. Radio
2. Television
3. News paper
4. Magazines/ Journals
on agriculture
B. Number of Radio talks given: ____________
C. Number of television programmes participated/ involved in production: _________

13. Trainings received

Please indicate the trainings you have undergone in the last five years:
Sl. Level of training Duration of training Number of trainings
No. undergone programme undergone
< 1 week

Social media for Agricultural development: Perception of KVK scientists 255

1. State level 1 week- 2 weeks
>2 weeks
< 1 week
2. National Level 1 week- 2 weeks
>2 weeks
< 1 week
3. International level 1 week- 2 weeks
>2 weeks

14. Number of publications

Please indicate the number of papers you have published in the last
five years, in International as well as National journals:
Sl. International
Publication National Journal
No. Journal
1. Research papers
2. Abstract
• Number of books/ compendiums/ reports published: _____________
• Number of leaflets / folders / bulletins/ newsletters/ posters developed:
________
• Number of popular articles/short communication published: __________
15. Participation in seminar/conferences
Please indicate the seminars/conferences which you have attended
during the last 5 years
Sl. Name of Seminar/ Conference
Place Date/Duration
No. (National and International level)
1.
2.
3.
4.
5.

PART – IV
Constraints faced and suggestions for better social media utilization

A) Problems encountered in using social media for agricultural development

Please indicate the problems that you have encountered in using social media
Sl.no. Problems Yes No
1. Absence of workplace policies regarding social
media
2. Poor internet connectivity in rural areas
3. Technical problems while using social media
4. Scarceness of social media content and groups
related to agriculture
5. Paucity of technically competent staff in KVKs, to
use social media
6. Lack of training on social media

256 Dishant Jojit James, Ph. D. 2020

 7. Insufficiency of time to use social media for
agricultural development
8. Lack of clarity regarding exact benefits of social
media
9. Lack of privacy in social media
10. Lack of scientific validity in messages spread via
social media
11. Any other problems
a)
b)
c)

B) Suggestions for effective use of social media for agricultural development.

Please mention suggestions for effective utilization of social media for agricultural
development.
Sl.
Suggestions Yes No
No.
1. Make social media more secure by protecting the users from
hackers.
2. Scientists should stay up to date regarding social media
features and privacy settings.
3. Provide better internet connectivity in rural areas.
4. Conduct periodic and regular training programmes on use of
social media.
5. Set up more number of social media pages and groups related
to agriculture.
6. Recruit technically competent personnel for using social
media
7. Disseminate need based farm information via social media.
8. Attend conferences that encourage live Tweeting and use of
social media
9. Set up authentication body to scrutinize the messages
regarding agriculture shared via social media
10. Any other suggestions
a)
b)
c)
d)
e)

****

Respected Sir/ Madam,

Thank you so much for sparing your valuable time and filling this questionnaire,
which is a valuable prerequisite for the completion of my research study.

Yours sincerely,

Dishant James

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