Agricultural Sciences: Techniques and Innovations Vol. 8

Background: The post-pandemic era has accelerated the adoption of social media as a primary communication tool across multiple service sectors, including agricultural extension.

Aim: This chapter develops a conceptual social media communication model for digital agricultural extension, grounded in communication theory, user behaviour, and digital transformation in rural advisory systems. The chapter argues that traditional linear extension communication approaches are increasingly inadequate in digitally mediated environments characterised by interactivity, real-time engagement, and user-centred information exchange.

Methodology: The study is based on a review and synthesis of communication theory, participatory communication, and user behaviour literature. Drawing on these theoretical perspectives, the chapter conceptualises extension officers and farmers as active co-creators of knowledge within a social media-driven communication ecosystem.

Results: The proposed framework integrates key communication components, namely source, message, channel, receiver, and feedback, within a circular and interactive structure that reflects contemporary online communication behaviour. The chapter further examines post-pandemic shifts in digital user behaviour, platform accessibility, communication efficiency, and structural constraints affecting social media use in agricultural advisory services.

Conclusion: The framework is intended to support researchers, extension practitioners, policymakers, and agricultural institutions in strengthening digital advisory systems. Although conceptual in nature and not empirically validated, it provides a foundation for future research and practical application.