Behavioral determinants and constraints of social media use for agro-advisory services among farming community in India

Social media adoption for agricultural extension in India remains uneven despite widespread digital access. This study examines socio-psychological determinants and constraints influencing social media use among 257 farmers in Hamirpur district, Himachal Pradesh, a region with high internet penetration (76.85%) but limited conventional extension reach (30%). Integrating Uses and Gratifications Theory (UGT) and Technology Acceptance Model (TAM), the study employed Spearman correlatiouppn, ordered logistic regression, Multi-Cardinal Rank Ordering (MCRO), and Garrett ranking to analyze data collected via stratified random sampling. Results indicate that psychological traits, innovativeness (rs = 0.385, p < 0.001), risk orientation (rs = 0.392, p < 0.001), and education (rs = 0.319, p < 0.001), positively associate with platform use, while farming experience shows a negative relationship (rs = − 0.206, p = 0.001). Ordered logit regression identified family income (β = 0.187), innovativeness (β = 0.684), and risk-bearing capacity (β = 0.592) as significant predictors. WhatsApp (92.6%) and YouTube (67.3%) were the dominant platforms. Key constraints included unreliable information, delayed expert responses, technical language barriers, and application complexity. MCRO analysis ranked effectiveness constraints highest (24,453), followed by digital literacy (23,550). Garrett ranking prioritized peer mentors (Digital Sahayaks, score = 79.08), local-language video content (73.08), and verified communication channels (68.58) as top interventions. Findings reveal a shift from access-based to capability-based digital divides, underscoring that meaningful adoption hinges on behavioral readiness, trust, and digital competence rather than infrastructure alone.