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Role of social media in agriculture

Article · October 2015

DOI: 10.15740/HAS/IJCBM/8.2/268-273

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Amit Lathiya Arvind Rathod

Navsari Agricultural University Navsari Agricultural University
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Kuldeep Kumar Choudhary

Chandigarh Group of Colleges
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IJCBM
 e ISSN–0976–7940
International Journal of Commerce and Business Management
Volume 8 | Issue 2 | October, 2015 | 268-273
DOI: 10.15740/HAS/IJCBM/8.2/268-273
 Visit us : www.researchjournal.co.in

A REVIEW

Role of social media in agriculture

AMIT LATHIYA, ARVIND RATHOD AND KULDEEP CHOUDHARY

Received : 10.09.2015; Accepted : 15.09.2015

ABSTRACT
Traditionally, agricultural information exchange has been dominated by industrial media such as newspapers, television and
magazines. But now the power of the 21st century is literally in our hands. We have never before had such a powerful tool to
connect with millions of people from the comfort of our own home and all around the world it is changing the way business
is done. Social media has given power to the voice of the everyday man and whilst that may come with its challenges, the
opportunities are there for the taking. Social media is now a mainstream form of communication around the world, and
continues to grow in popularity with the increase in the number of smart phones. However, it has not been widely accepted
in agriculture in India. The purpose of this paper is to assess the value social media could have for the agricultural industry.
This paper depicts four main pillars of the value of social media for agriculture industry viz., Networking, Industry Knowledge,
Extension and Marketing, Consumer Engagement and Crisis communication.
KEY WORDS : Social Media, Agriculture, Marketing, Consumer engagement
How to cite this paper : Lathiya, Amit, Rathod, Arvind and Choudhary, Kuldeep (2015). Role of social media in agriculture. Internat. J.
Com. & Bus. Manage, 8(2) : 268-273.

MEMBERS OF THE RESEARCH FORUM

Correspondence to:
AMIT LATHIYA, Department of Marketing Management, Agriculture
Co-operation, Banking and Marketing Polytechnic, Navsari
Agricultural University, WAGHAI (GUJARAT) INDIA
Email: arlathiya@nau.in

Authors’ affiliations:
ARVIND RATHOD, Department of Financial Management, Planning,
Monitoring and Evaluation Cell, Office of Director of Research,
Navsari Agricultural University, NAVSARI (GUJARAT) INDIA

KULDEEP CHOUDHARY, Department of Human Resource

Management, Office of Registrar, Navsari Agricultural University,
NAVSARI (GUJARAT) INDIA

HIND INSTITUTE OF COMMERCE AND BUSINESS MANAGEMENT

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