Centrality of Information Sources in Agricultural Input Networks: Insights from Social Network Analysis

Abstract

Input dealers being credible localite sources of information for farmers have huge potential of aiding faster diffusion of innovations. Under this context, understanding how the input dealers’ access and exchange information is essential for enriching them with updated information and improving the agricultural value chain. This study employs Social Network Analysis (SNA) to explore the centrality measures—degree centrality, closeness centrality, and betweenness centrality—of various information sources utilized by input dealers in Nagar Kurnool and Wanaparthy districts of Telangana during 2020. The analysis reveals that traditional sources, such as extension agents and other input dealers, are highly central to the network, with both scoring the highest in degree and closeness centrality (0.733 and 0.698, respectively). These sources are not only frequently accessed but also serve as key bridges within the network, facilitating the flow of information. Digital platforms like smartphones show growing importance, with significant degree centrality (0.667), yet they play a less critical bridging role. In contrast, social media and print media exhibit lower centrality scores, indicating their peripheral influence. The findings suggest that while traditional information sources remain dominant, digital platforms are emerging as valuable tools for information dissemination highlighting the need for strategies that strengthen traditional channels while integrating digital tools to enhance the efficiency and reach of agricultural information networks. This research contributes to a deeper understanding of the complex information ecosystem in agriculture, offering insights for policymakers and stakeholders aiming to optimize information flows within the sector.