Factors Relating to Social Media Literacy of Young “Smart Farmers”

Abstract

This research aimed to study factors relating to the social media literacy of Young “Smart Farmers” (YSF). The study sampled 313 people in 2020 by using questionnaires to collect data. The results of the study found that the typical YSF was a male who used a smartphone at their home/accommodation. Almost all use Facebook as a channel for social media, every day between 8am-midnight. Their objective in using social media was to search for information, although the main activity was sending messages. Expertise in using social media was at a high level. Moreover, the overall social media literacy of YSF was at a high level. Statistical analyses  revealed that gender, age, educational level, secondary occupation, agricultural type, income, and expense were generally associated with social media literacy (p<0.05)and primary occupation, social media knowledge were highly associated with social media literacy (p<0.01). Few YSF experienced social media usage problems.