The Role of social media In Promoting Sustainable Agriculture Practices

Abstract

Background: The emergence of social media as a potent technology
that has revolutionized networking, communication, and information
sharing.
Objectives: This study examined the role of social media in promoting
sustainable agriculture practices.
Methods: A comprehensive list of popular social media platforms,
including Facebook, Twitter, Instagram, and YouTube, was utilized for
data collection. A systematic content analysis approach was employed
to categorize and analyze 208 posts, articles, videos, and other media
related to sustainable agriculture. The data were collected through
keyword searches, hashtags, and participation in farming communities
and groups.
Results: Quantitative and qualitative methods were used to analyze the
data, including engagement metrics such as 420 likes, 388 shares, 76
comments, and reach of approximately 13,200 impressions on
Facebook. Organic farming emerged as the most frequently discussed
theme with a frequency of 76. The study found significant variations in
consumer perceptions across social media platforms, with 183 positive
mentions, 47 neutral mentions, and 78 negative mentions related to
sustainable agriculture on Facebook.
Conclusion: Overall, the findings highlighted the significant role of
social media platforms, such as Facebook, in promoting sustainable
agriculture practices and shaping consumer perceptions.