Impact of Social media Influencers and Social Media Content Quality on Farmers Purchase Decision for Agriculture Inputs

Abstract

This study explores how social media influencers (SMI) and the nature of the social media content (SMCQ) affects farmers' buying decisions (FPD) regarding their farms' agricultural inputs. The design used for the research was quantitative research and the data source was primary data which were obtained using a structured questionnaire to 400 farmers. Overall, descriptive statistics, as well as RA, CFA and SEM were used. The results show that SMI and content quality have impact on the farmers buying decision in the significant way and the effect of SMI's credibility is relatively greater than that of content quality. Caring, reliable and interesting digital information raises farmer's confidence and helps farmers to make good, informed purchasing decisions. The study emphasizes the growing significance of digital marketing in the world of agriculture, offering a series of practical points for agricultural input companies, policy makers, and extension services in order to improve the participation of farmers via proper social media marketing strategies.