The Role of Social Media in Promoting Agricultural Products: A Case Study of Solapur District

Abstract: The rapid integration of social media into agricultural practices has significantly transformed marketing strategies, particularly in rural regions of India. This study investigates the role of social media in promoting agricultural products in Solapur District, Maharashtra. With the growing penetration of digital technology, platforms such as what’s app, Facebook, Instagram, and Twitter are increasingly being used by farmers to connect directly with consumers, bypass traditional intermediaries, and enhance market access. This study employs a mixed-method approach, combining primary data from structured surveys and interviews with 100 farmers and stakeholders, alongside secondary data from academic literature and official reports. The study reveals that what’s app is the most commonly used platform (85%), followed by Facebook (65%) and Instagram (45%). A majority of farmers reported increased sales (60%) and higher income levels (55%) after adopting social media marketing strategies. Key benefits identified include wider market reach, reduced dependency on middlemen, and direct customer interaction. However, the study also highlights persistent challenges, such as limited digital literacy, inadequate training in content creation, poor internet infrastructure, and consumer trust issues regarding online agricultural products. The findings underscore the importance of targeted digital literacy programs, improved internet access, and awareness campaigns to maximize the benefits of social media for rural farmers. Overall, the study concludes that social media serves as a powerful, cost-effective marketing tool, capable of empowering farmers and contributing to the sustainable development of the agricultural sector in Solapur and similar rural districts.