Assessment of the Socio-Economic Factors and Constraints Influencing Social Media Usage among Livestock Farmers in Andhra Pradesh, India

Abstract

Aim: This study examined the personal and socio-economic characteristics of livestock farmers and identified constraints they face when using social media as an information source. With growing digital adoption in rural areas, understanding how livestock farmers engage with social media for agricultural information and the barriers they encounter has become increasingly important for effective extension services. Objective: The study aimed to analyze the personal and socio-economic profiles of livestock farmers and identify the key constraints limiting their effective use of social media as an information source for livestock management and development. Methodology: An ex-post-facto research design was employed across three geographical regions of the state: Coastal, North Coastal and Rayalaseema. Using purposive and random sampling techniques, 540 livestock farmers (180 from each of the dairy, sheep/goat and backyard poultry sectors) were selected from 27 mandals across nine districts. Data were collected through structured interviews and analyzed using descriptive statistics. Results: The findings revealed that the majority of the farmers were middle-aged (61.11%), male (71.85%), moderately educated and had substantial experience in livestock farming. Farmers are increasingly adopting digital technology, as seen by their high mobile phone ownership (100%) and moderate-to-high social media exposure (73.33%). Farmers demonstrated medium levels of achievement motivation, information-seeking behaviour, scientific orientation and economic motivation, suggesting a readiness to adopt improved practices. However, major constraints hindered effective social media use, including information overload (77.59%), poor network connectivity (68.88%), misinformation (61.48%), limited digital skills (51.66%) and high data costs (48.33%). Significance: The study concludes that while social media offers significant potential for livestock extension, addressing infrastructural gaps, improving digital literacy and providing credible region-specific content are crucial for maximising its effectiveness in supporting sustainable livestock development and rural livelihoods. Rural digital infrastructure investments, targeted digital literacy programs for farmers and mechanisms to deliver verified, localized livestock information through social media platforms should be prioritized by policymakers and extension agencies.