Relationship between Social Media Use and Development of Crop Production Skills in Saudi Arabia

Abstract

The current study examined the information preferences of social media users and its perceived impact on their crop production skills in the Kingdom of Saudi Arabia. Data were collected using an online survey with the help of a structured questionnaire and a convenient sampling methodology. Both descriptive statistics and Pearson correlation analysis were run for analyzing the data. The findings revealed that a majority (81%) of the respondents preferred agricultural information in the form of videos, followed by photos (75%). Moreover, a moderate to high impact was reported by the respondents on their various agricultural skills. The Pearson correlation analysis showed that trust in social media had a significant negative correlation with respondents’ perceived impact on their crop production skills. The correlation analysis further revealed that respondents’ preferences for a particular type of information had a significant positive correlation with the perceived impact of social media on their crop production skills. We conclude that subscribers’ trust in social media and their preference for agricultural information in the form of videos are the critical factors that may shape their behavior positively. The potential agricultural service providers should consider them for serving their clients amid changing needs and preferences.

Keywords

• social media
• agricultural skills
• advisory services