Farmers' Knowledge and Perception towards the Use of Social Media for Accessing Agricultural Information in Jhansi District, Uttar Pradesh

Aims: This study assessed farmers’ knowledge of and perceptions towards the use of social media for accessing agricultural information and examined their relationships with selected socio-personal characteristics. Study Design: An ex-post facto research design was adopted. Place and Duration of Study: The study was conducted in Moth and Chirgaon blocks of Jhansi district, Uttar Pradesh, India, from 2022 to 2023. Methodology: A multistage random sampling technique was adopted to select 120 farmers from ten villages. Primary data were collected through personal interviews using a pre-tested and structured interview schedule. Knowledge was measured using a 16-item knowledge test, while perception was assessed through a 16-statement Likert-type scale. Data were analysed using frequency, percentage, mean, standard deviation, and Karl Pearson's correlation coefficient. Results: The findings revealed that 84.16% of the respondents belonged to the medium knowledge category regarding the use of social media for accessing agricultural information, whereas 15.84% had low knowledge. Regarding perception, 64.16% of the respondents exhibited a favourable perception, 18.34% had a highly favourable perception, and 17.50% had a least favourable perception. Correlation analysis indicated that age (r = 0.288; 0.291), education (r = 0.365; 0.382), annual income (r = 0.412; 0.429), scientific orientation (r = 0.310; 0.246), and social media exposure (r = 0.511; 0.498) were positively and significantly associated with knowledge and perception, respectively (P < 0.05 or P < 0.01). Landholding showed no significant relationship with either variable. Conclusion: Farmers generally possessed moderate knowledge and a favourable perception of social media as a source of agricultural information. Education, income, scientific orientation, and social media exposure were significantly associated with knowledge and perception, highlighting the need to strengthen digital literacy and extension initiatives to promote the effective use of social media in agriculture.