Facebook for digital agricultural extension services: The case of rooftop gardeners in Bangladesh

Abstract

The use of social media platforms has revolutionized the way rural farmers receive information and support from agricultural experts and extension services. However, the role of social media in meeting the information and technological needs of urban rooftop gardeners remains unclear. The study utilizes the Theory of Virtual Community Practice (VCoP) to address this research gap and employs a qualitative, inductive research approach. We investigate the potential of Facebook groups in bridging the extension service gap and addressing the information deficit faced by urban rooftop gardeners. Our study involves extracting data from two Facebook-based VCoPs using CrowdTangle and analysis using ATLAS.ti software. The findings of our study highlight six communication behaviors: supporting outreach, crowdsourcing, knowledge sharing and learning, engaging groups or communities, cooperating, and popularity and promotion. These behaviors provide insights into various aspects of community engagement, interaction, and outcomes. With the help of social media platforms, rooftop gardeners can connect, share experiences, seek advice, and access valuable information on rooftop gardening. This study is the first to explore the potential of Facebook groups in bridging the extension service gap and addressing the information deficit faced by urban rooftop gardeners.