Publication Type : Journal Article
Source : Journal of Social Marketing
Campus : Amaravati
School : School of Business
Year : 2021
Abstract : Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation.
Cite this Research Publication : Das, P. & Pradip, D. (2021). Usability and Effectiveness of New Media in Agricultural Learning and Development: A Case Study on the Southern States of India. Journal of Social Marketing. Emerald Publishing. DOI: 08/JSOCM-11-2019-0203. ISSN: 2042-6763