Emerging use of Social Media Tools in Indian Agribusiness: An Overview

Abstract

In today's scenario, the use of social media is growing leaps and bounds all over the world. The present study describes the current scenario of popular social media tools along with its uses, scope and key challenges for the growth of social media in Indian agribusiness. Social media works on the power of integration, which provided a good platform for its users to create, share, publish and discuss the relevant agribusiness content. In India, Facebook, Instagram, YouTube, Twitter, WhatsApp, LinkedIn, and Pinterest are the popular social media tools used by the agrarian communities. Among all these tools, Facebook has the highest penetration rate of 85 percent of social media users in 2019, whereas YouTube has the highest number of videos related to animal husbandry information in Indian languages. There has been a great transformation in the dissemination of information and knowledge in India, which ultimately improved the sustainability of the agribusiness system. The asymmetry in allocating national resources is the key hindrance to the balanced growth of a nation. Lack of skill development training and education, the cost of accessing data, negative attitude towards social media, less internet access, and other infrastructural issues are the key challenges in the growth of social media tools in Indian agribusiness.