JOURNAL OF AGRICULTURAL EXTENSION AND RURAL ECONOMICS
Integrity Research Journals
ISSN: 3122-0185
Model: Open Access/Peer Reviewed
DOI: 10.31248/JAERE
Start Year: 2024
Email: jaere@integrityresjournals.org
Socio-economic factors affecting social media use for agricultural information by extension agents in the Northern Region of Ghana
https://doi.org/10.31248/JAERE2025.019 | Article Number: C5F7DA942 | Vol.2 (3) - June 2025
Received Date: 28 May 2025 | Accepted Date: 29 June 2025 | Published Date: 30 June 2025
Authors: William Anim-Dankwa* , Francis Kwabena Obeng and Clement Yaw Lamptey
Keywords: social media, Adoption, Ghana, Farmers, dissemination, extension officers, information sourcing
This study explores the influence of socio-economic factors on the use of social media by Agricultural Extension Agents (AEAs) in the Northern Region of Ghana. In this context, such dynamics are underexamined. Social media has emerged as a transformative tool in agricultural communication, facilitating knowledge sharing and improving productivity. Employing a mixed-method cross-sectional design in 2022, the study surveyed 120 AEAs using a multi-stage sampling approach and conducted focus group discussions and interviews with 12 purposively selected officers. Data was analysed using descriptive statistics and multinomial logistic regression with Stata software. The findings indicate that Facebook, WhatsApp, and YouTube are the most frequently used platforms by AEAs for sourcing and disseminating agricultural information. Nonetheless, traditional media—such as face-to-face interaction, radio, and print—remain important due to their reliability and accessibility in rural settings. Socio-economic factors significantly influenced social media use among AEAs. A higher number of assigned farmers (β = 0.513, p < 0.01) and marital status (p < 0.05) were positively associated with social media adoption. Conversely, higher educational attainment (β = -1.153, p < 0.05) and monthly income (β = -0.582, p < 0.05) negatively affected usage. The study concludes that while AEAs actively utilise social media in their professional roles, socio-economic constraints shape their engagement levels. It recommends policy measures including digital capacity-building, improved internet infrastructure, and integrating digital and conventional communication tools. These interventions are essential for enhancing agricultural extension effectiveness and boosting regional productivity.
Abbreviations: AEAs, Agricultural Extension Agents; ICTs, Information Communication Technologies; MNL, Multinomial Logistic Regression; MoFA, Ministry of Food and Agriculture; SM, Social Media.
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