The acceptance of social media as a channel of communication and livestock information for sheep farmers

Abstract

The development of technology and information in the Industry 4.0 era, especially the internet, is experiencing very rapid progress. Searching for information through new media will increase human resource capacity and work efficiency. Using technology acceptance model (TAM) theory, this study aims to identify social media usage as a communication and information medium and analyze the influence between constructs in social media acceptance. A cross-sectional survey was used in this study design. A structured questionnaire from previous related studies was used as the instrument. One hundred and eleven sheep farmers from several villages in Sukabumi, West Java groups, participated in this survey. Stratified sampling was adopted to select and interview the respondents. The findings show that social media usage as a channel for communication and livestock information is quite adequate. Many farmers already use WhatsApp and YouTube. However, only a few farmers use Facebook and Instagram. The results of the TAM analysis (limited to only the WhatsApp application) indicate that perceived ease of use positively influences perceived usefulness (PU). A positive relationship is also shown between PU and behavioral intention to use. The theoretical implication is that this study proves how social media adopts in disseminating messages and seeking information. Regarding managerial implications, the findings suggest that stakeholders in the agricultural industry across the value chain could enhance their services by fostering a broader ecosystem of social media applications.

Keywords

• communication
• information
• livestock
• technology acceptance model
• social media