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@article{179615,
        author = {Varun Parmar and Dr. Avinash Rana and Dr. Jyoti Sondhi and Dr. Divya Rai and Mr. Hemant Kapoor},
        title = {SOCIAL MEDIA USAGE TRENDS AMONG FARMERS: A CASE STUDY OF MANDI DISTRICT, HIMACHAL PRADESH},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {7361-7366},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=179615},
        abstract = {This study explores the emerging trends in 
social media usage among farmers in the Mandi district 
of Himachal Pradesh, focusing on how digital platforms 
are reshaping agricultural communication, knowledge 
dissemination, and market engagement. With 
increasing smartphone penetration and affordable 
internet access, social media tools like WhatsApp, 
YouTube, and Instagram have become integral to 
farmers’ daily lives, enabling access to real-time 
information on crop management, weather forecasts, 
pest control, and market prices. Utilizing a descriptive 
research design and a multistage sampling technique, 
the study surveyed 130 farmers to analyze their 
demographic profiles, app usage patterns, agricultural 
practices, market awareness, and interactions with 
agricultural support systems. Findings reveal a 
predominantly young, moderately educated, and 
technologically engaged farming population, with 
WhatsApp and YouTube emerging as the most 
frequently used platforms. While essential agricultural 
practices such as seed treatment and post-harvest 
storage are commonly adopted, inconsistencies remain 
in nutrient management and irrigation. Furthermore, 
although many farmers regularly access market 
information and engage with Krishi Vigyan Kendras 
(KVKs) and other experts, a segment remains 
underserved. The study recommends leveraging widely 
used digital platforms for targeted training, enhancing 
mobile-based expert outreach, and improving access to 
market information to bridge knowledge gaps and 
promote sustainable agricultural development.},
        keywords = {Social Media in Agriculture, Digital  Extension Services, Farmer Engagement, Market  Information Access, Sustainable Farming Practices.},
        month = {May},
        }