Extension Agents’ Use and Acceptance of Social Media: The Case of the Department of Agricultural Extension in Bangladesh

Abstract

Information and Communication Technologies (ICTs) have been considered as key driving forces for enabling agricultural development -the sector which provides livelihoods for majority of the population in Bangladesh. The Department of Agricultural Extension (DAE), the largest public sector agricultural extension service provider in Bangladesh, has recently enacted a new organizational policy for its staffs to use ICTs such as social media to provide better services. However, there is little or merely anecdotal evidence about how extension agents of DAE have been accepting and using social media for their professional work. Drawing on the theoretical underpinnings of the Technology Acceptance Model (TAM), this study is a first attempt to investigate social media use and acceptance among extension agents in Bangladesh. Data was collected using semi-structured questionnaires from 140 extension agents of DAE who work in the eastern region of Bangladesh. Both descriptive and inferential statistics were used to analyze the data. The findings indicate that most extension agents (51.4%) used social media for half an hour to one hour every day. Perceived ease of use (PEoU) and Perceived usefulness (PU) are the most influential elements that determine DAE staff acceptance of social media for performing professional functions. Social media was perceived by extension agents as a means for improving professional performance, such as disseminating agricultural information; garnering support for new agricultural policy; networking with clients and colleagues and enabling coordination of services provided by colleagues. Overall, the findings indicate potential uses of social media in an ICT-based agricultural development strategy in Bangladesh.

Bangladesh's Experience With Social Media Adoption in Public Organizations

“…Very few studies have investigated the factors leading to the acceptation or rejection of new technology in public organizations in Bangladesh. Kamruzzaman et al, (2018) have investigated that the social media use among agricultural workers at the Department of Agricultural Extension (DAE) in Bangladesh. They perceived ease of use, usefulness are the most influential factors that determine DAE staff acceptance of social media for performing professional functions.…”

ICT-based agricultural extension literacy and the needs for agriculture development and sustainability: a case study of rice farmer in Aceh

“…ICT-based agricultural extension such as using a YouTube media is an agricultural learning system by utilization of the internet gaining and access information and communication through the social media such as using smartphones and computers increasing the flow of agricultural information and access to digital communications [6]. The utilization of the social media in agricultural extension aims to support the provision of extension materials and information for farmers and extension workers in accessing, facilitating, and distributing the agribusiness learning process for the main actors and business actors efficiently [6][7][8].…”

Systematic Review of Misinformation in Social and Online Media for the Development of an Analytical Framework for Agri-Food Sector

“…Since the onset of the COVID-19 pandemic, there has been a rise in the use of online and digital media in the delivery of extension services [19]. Many studies touted the advantages that social and digital media would bring to agri-food advisory CoPs through enhancing mediated communities, expanded social networks, and increased variety and volume of information and knowledge sharing among members, such as farmers and extension agents [9,[20][21][22]. For example, previous studies indicate that social and digital media can support agricultural knowledge and innovation systems by reducing physical distance between actors and fostering virtual networks of knowledge and advice [9,23,24].…”