The Role of Social Media in Marketing Value-Added Products: An Agripreneur Perspective
Karnika E, Karthikeyan C, Aravindh Kumar S
Advances in Research · pp. 171–193 · Published 18 Mar 2025
10.9734/air/2025/v26i21287Abstract
In recent years, social media has significantly impacted the marketing of value-added products, prompting agripreneurs to focus on value added products. The study was conducted among agripreneurs in India, aiming to assess the influence of agripreneurs on social media marketing. Through bibliometric analysis, the need for the study has been proved. Further, the study examined factors that affect social media use for marketing value-added products, applying the Technology Acceptance Model (TAM) and measuring its impact using Heckman analysis. The study identifies perceived usefulness, compatibility, and attitude as key drivers that shape agripreneurs' intention to use social media for marketing, ultimately influencing their adoption of these platforms. Furthermore, the findings reveal that while Instagram and YouTube are gaining popularity, WhatsApp and Facebook remain the most effective platforms for marketing value-added products, particularly across different age groups.
Cited by 0
No indexed citations yet.
Related research
- Relationship Analysis between Production Factors with Business Production of Beef Cattle Livestock in Binjai Barat District, Indonesia — shares topic coverage
- Use and Roles of Tannins in Polysaccharide-Based Bioplastics and Biocomposites — shares topic coverage
- A Study of the Inclusion Complex Formed Between Cucurbit[8]uril and N,4-Di(pyridinyl)benzamide Derivative — shares topic coverage
- Solid Minerals Development in Parts of Southwest Nigeria – in the Light of Recent Reforms — shares topic coverage
- Employees Perception about HRM Practices in the Selected Retail Shops in Bangladesh — shares topic coverage
Article metrics
Real usage data collected on this platform.
0
Page views
0
PDF downloads
0
Outbound clicks
0
Citations
Views by country
Approximate, from request IP at view time — not citizenship or institution. Countries with fewer than 5 views are grouped as "Other".
No views recorded yet.
Traffic sources
Referring site, by host.
No traffic recorded yet.
Views and downloads exclude known bots/crawlers. Citations combines this platform's own DOI-resolved index with each external source's own reported total — see Cited by above for individually listed citing works. Last refreshed 0 seconds ago.