Could social media be a game-changer in improving agricultural extension delivery in Ghana?

Abstract

In this study, we set out to investigate the transforming power of social media for agricultural extension delivery services in Ghana. We employed a quantitative research approach and drew insights from 374 farmers. We used descriptive and inferential statistics to analyse the data. Cocoa farmers have some level of awareness of agricultural information on social media (Overall Mean = 1.88). Farmers regard social media platforms as potential sources of agricultural information (Perception Index = 3.38). Majority of farmers own smartphones (53.74 %) and have internet access (53.74 %). About 31.86 % of farmers spend 30 min to 1 h daily time browsing social media for agricultural information. About 57.65 % use social media for accessing agricultural information and implementing farming practices. According to 89.38 % of farmers, social media information helps to improve crop yield and pest management. The main constraint facing farmers in the use of social media is high data costs (Mean = 7.30). We recommend that the government in collaboration with telecommunication companies should explore innovative pricing models to reduce the cost barrier for farmers accessing agricultural content online.

Keywords

• Agricultural information
• Data cost
• Smartphones
• Technology adoption
• Diffusion of innovation theory