Digital connectivity in agriculture: Profile and patterns of social media use among farmers

Social media has emerged as a transformative digital force, facilitating two-way communication and the exchange of user-generated multimedia content. In the agricultural sector, these tools provide a dynamic platform for information dissemination and connectivity among farmers. This study was conducted during 2023–2024 to examine the attitude towards social media and its utilization among farmers in the Guntur district of Andhra Pradesh. Employing an ex-post facto research design, the study utilized a multi-stage random sampling technique. Three mandals were selected from Guntur district, from which twelve villages were identified. Ten farmers using mobile phones for agricultural purposes were purposively selected from each village, resulting in a total sample size of 120 respondents. Data were collected via structured interview schedules and analysed using statistical tools, including frequency, percentage. The profile analysis revealed that (48.33%) of respondents belonged to the middle-age group (31–50 years). A significant portion were educated to high school level (33.33%), possessed high farming experience (44.17%) and held small landholdings (37.50%). Agriculture was the sole occupation for (55.83%) of the participants. The majority of farmers exhibited medium levels of social participation, mass media exposure, extension contact, information-seeking behavior, innovativeness, risk orientation, and scientific orientation.