The Use of Social Media for Agricultural Practices of the Farmers, Noen Sa-Nga District, Chaiyaphum Province
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Abstract
The study entitled “The Use of Social Media for Agricultural Practices of the Farmers, Noen Sa-Nga District, Chaiyaphum Province” aimed to examine four factors: 1) personal factors, 2) socio-economic factors, 3) technological factors, and 4) social media exposure. It also aimed to investigate the use of social media for agricultural practices and to compare the use of social media for agriculture among farmers.The sample consisted of 370 farmers in Noen Sa-nga District, Chaiyaphum Province, selected by simple random sampling. The research instrument used for data collection was a questionnaire. Data were analyzed using statistical methods including percentage, mean, standard deviation, t-test, and One-Way ANOVA. The results showed that most respondents were 1) female (55.9%), aged 51–60 years (maximum = 82, minimum = 20). Most had lower than primary or primary level education, had 4–5 household members (maximum = 10, minimum = 1), and had more than 31 years of farming experience (maximum = 50, minimum = 1). 2) Rice was the main crop cultivated. Most farmers had more than 15 rai of agricultural land. Their non-agricultural occupations included general labor or private-sector employment. Their annual agricultural income exceeded 100,000 baht. 3) Most farmers used smartphones priced between 5,000–10,000 baht, accessing the internet mainly through mobile SIM cards. 4) Most farmers accessed social media by themselves, used it daily for 1–2 hours per day, and commonly used TikTok. The primary sources of social media information were government agencies. Overall, 5) The use of social media for agricultural practices of the farmers was at a moderate level (= 3.62). The hypothesis testing results indicated that farmers with different education levels, non-agricultural occupations, affordable device prices, methods of accessing social media, duration and frequency of use, and social media applications used had significantly different levels of social media utilization for agricultural purposes at the .05 level.
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