Constraint Analysis of Effective Social media Utilization Behaviour among Extension Agents in Andhra Pradesh

Abstract

Social media and communication networks are escalating all over the world at a high rate. It is a highly appropriate and valuable tool for extension agents to communicate with farmers and colleagues because of its potentials. Having said that their utilization on personal and professional grounds differ, the present study was undertaken to identify the constraints as perceived by extension agents in the access and utilization of social media in extension services. The study was conducted in three districts of Andhra Pradesh with a sample of 160 extension agents through a proportionate random sampling method. Significant differences of different dimensions of constraints were compared using Kruskal-Wallis one-way ANOVA (K observed = 9.32, df = 3, p < 0.05). Each set of constraints contains sub-categories and they were tested by using Friedman’s two-way ANOVA. The results revealed that communication constraints were most severe (mean value= 16.25) followed by technical and physical constraints as perceived by extension agents. Among the communication constraints, lack of clarity regarding the exact benefits of social media (mean value=6.11) is the major constraint followed by inappropriate and incomprehensible information (mean value=5.72). Social constraints (mean value=2.33) are the least constraints among the given constraints. The research findings will help to formulate appropriate strategies that will lead to increased utilization of social media among extension agents.