Impact of Online Communication Platforms on Knowledge and Adoption Behaviour of Farmers in Eastern Uttar Pradesh: A Study on Major Crops

Abstract

The incorporation of information and communication technologies (ICTs) is significantly changing India's agricultural extension programs. The present study was conducted in Eastern Uttar Pradesh to evaluate the role of modern ICT tools in agricultural technology transfer. A descriptive research design with multistage purposive-cum-random sampling was employed, selecting 400 respondents from 20 villages across Chandauli and Mirzapur districts. Data were collected through personal interviews using a pre-tested schedule and analyzed with appropriate statistical tools. Findings revealed that mobile phones (95%) and television (90%) were the most common mass media, while Kisan Call Centre (73.75%) and smartphones (67.50%) had the highest availability among online services. Utilization patterns showed that Kisan Call Centre and smartphones were predominantly used “mostly” by over 57% of respondents. Public online services were perceived as more relevant (76.50%), adequate and timely compared to private services. Chi-square analysis indicated a significant difference (p<0.05) in knowledge and adoption levels between online users and non-users across major crop practices, including seed selection, crop production techniques, plant protection, post-harvest management and marketing. The study concludes that online communication platforms substantially enhance farmers’ knowledge and adoption behaviour, contributing to improved agricultural productivity. However, limitations such as digital literacy gaps, poor internet connectivity in rural areas and affordability issues persist. Strengthening ICT infrastructure, expanding localized digital content and promoting farmer training on ICT use are recommended.