Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India

IF 3.1 4区 管理学 Q2 BUSINESS
Payel Das, Deepika Pradip
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引用次数: 2

Abstract

Purpose Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation. Design/methodology/approach The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing. Findings New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information. Research limitations/implications Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995). Practical implications From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming. Originality/value The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.
新媒体在农业学习和发展中的可用性和有效性:以印度南部各州为例
目的尽管在印度这样一个区域多元化的国家,政府采取了许多农业举措,但农业状况不佳,农民自杀案件猖獗。这项研究旨在通过使用新媒体,在印度南部农民中进行社会变革和行为改变。这项研究衡量了影响新媒体可访问性和可用性的因素、过程中的障碍以及农民通过网络社交营销带来的社会转型行为的变化。设计/方法/方法这项研究本质上是行动参与式的,通过使用德尔菲技术对184名智能手机用户使用新媒体的印度南部农村农民进行第一级调查,对数据进行三角测量。在下一级,农民被要求使用WhatsApp进行农业新共享。在最后阶段,对企业家和农民进行了个人访谈,以了解他们采用新媒体、电子学习和在线社交营销的情况。发现新媒体是改变农业实践的最佳方式。这是一个全国所有农民都可以聚集在一起解决农业危机问题的论坛。通过WhatsApp进行的在线社交营销是改变行为的最佳方法之一,因为不同的农民可以分享他们对危机的经历和情绪,并为问题提供适当的解决方案。而且,OSM最重要的特点之一是它将第三方从各种各样的问题中删除,无论是销售、购买还是寻求和共享信息。研究局限性/含义尽管试图涵盖农业社会营销方式中的不同障碍,但这项研究并非没有局限性。语言是一个障碍,这项研究需要大量时间来感知变化和采用。此外,由于时间限制,作者明确地将创新者、早期采用者和早期多数同层意见领袖和创新采用者联系在一起。正如Rogers(1995)所建议的那样,这些可以分为五个层次进行单独分析。实际含义从管理的角度来看,政府应该扩大服务范围,教授农学家和农民使用新媒体。应用程序和软件的营销人员和制造商可以利用这一业务为农民推出产品。我们需要专为农民设计的应用程序,在这里,全国各地的农业和农业从业者可以就他们的产品、农业条件进行互动,并解决农业和农业中出现的问题。原创性/价值研究人员认为,在印度这样一个区域多元化的国家,几乎没有任何研究为农业和农业部门提供战略。这项研究是首次提出新媒体战略,以接触不同地区的农民,并进行细分,以改变行为,采用新媒体,实现更好和可持续的农业。它衡量了影响农民新媒体可访问性和可用性的因素,同时提出了改变行为的策略。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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