Role of social media In Promoting Sustainable Agriculture Practices

Abstract

Background: The emergence of social media as a potent technology that has revolutionized networking, communication, and information sharing.
 Objectives: This study examined the role of social media in promoting sustainable agriculture practices.
 Methods: A comprehensive list of popular social media platforms, including Facebook, Twitter, Instagram, and YouTube, was utilized for data collection. A systematic content analysis approach was employed to categorize and analyze 208 posts, articles, videos, and other media related to sustainable agriculture. The data were collected through keyword searches, hashtags, and participation in farming communities and groups.
 Results: Quantitative and qualitative methods were used to analyze the data, including engagement metrics such as 420 likes, 388 shares, 76 comments, and reach of approximately 13,200 impressions on Facebook. Organic farming emerged as the most frequently discussed theme with a frequency of 76. The study found significant variations in consumer perceptions across social media platforms, with 183 positive mentions, 47 neutral mentions, and 78 negative mentions related to sustainable agriculture on Facebook.
 Conclusion: Overall, the findings highlighted the significant role of social media platforms, such as Facebook, in promoting sustainable agriculture practices and shaping consumer perceptions.