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Factors Affecting Perception of Extension Agents Towards Effective Social Media Utilization Behaviour

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Title Factors Affecting Perception of Extension Agents Towards Effective Social Media Utilization Behaviour
Not Available
 
Creator A. Shanmuka
V. Lenin
V. Sangeetha
L. Muralikrishnan
V. Ramasubramanian
Alka Arora
 
Subject Social media
Perception
Extension agents
Job related characteristics
 
Description Not Available
Changing times demand an in-depth analysis of the unexplored opportunities which social
media offers. As extension agents are the front line of the extension and advisory services
a study focused on analyzing their perception towards effective social media utilization
behaviour and factors affecting their perception was carried on in the IT revolutionized
Andhra Pradesh state during 2021. The survey method was used to collect data from 160
extension agents selected through a proportionate random sampling method from three
districts namely Chittoor, Srikakulam, and Guntur of Andhra Pradesh. It was found that
51.88% of the extension agents had a neutral perception. It was found that scientific
orientation, job perception, technology management orientation, innovative proneness,
information management orientation, and orientation towards the extension service
profession of the extension agents had a significant and positive correlation with the
perception. Stepwise regression analysis revealed that eight variables namely technology
management orientation, orientation towards extension service profession, innovative
proneness, scientific orientation, perceived workload, education, gender, and work experience,
were a good fit with an R-square of 55.1 per cent.
Not Available
 
Date 2022-06-28T09:32:56Z
2022-06-28T09:32:56Z
2022-06-28
 
Type Research Paper
 
Identifier Shanmuka, A. ., Lenin, V. ., Sangeetha, V. ., Muralikrishnan, . L. ., Ramasubramanian, V. ., & Arora, A. . (2022). Factors Affecting Perception of Extension Agents Towards Effective Social Media Utilization Behaviour. Indian Journal of Extension Education, 58(3), 88–92. https://doi.org/10.48165/IJEE.2022.58319
Not Available
http://krishi.icar.gov.in/jspui/handle/123456789/73499
 
Language English
 
Relation Not Available;
 
Publisher Not Available