Holistic analysis of social media user behavior in agricultural context: Bibliometric analysis and systematic review

• Published in: International journal of data and network science (Print) Vol. 8; no. 3; pp. 1659 - 1678
• Main Authors: Destari, Fajar, Handriana, Tanti, Afandi, Moch. Farid, Komariyah, Siti
• Format: Journal Article
• Language: English
• Published: Growing Science 01.01.2024
• ISSN: 2561-8148; 2561-8156
• DOI: 10.5267/j.ijdns.2024.3.001

This research aims to understand how farmers, especially those with limited technological knowledge, utilize social media in their agricultural activities. The study also aims to identify the impact and responses of farmers to the use of social media in their agricultural practices. Additionally, the research discusses a conceptual framework that integrates internal and external factors in understanding social media user behavior. The research methodology employed is a systematic literature review using scientometric analysis. Bibliometric approaches, machine learning, and social network analysis are utilized to achieve research objectives. Data were obtained from the Scopus database, consisting of high-quality articles published between 2011 and 2023.The findings indicate that social media plays a significant role in influencing farmers' responses to the information they receive and their levels of trust, subsequently affecting their willingness to adopt smart agricultural technologies. Furthermore, the research highlights internal and external factors influencing social media user behavior in the agricultural context. The novelty of this research lies in its holistic approach that integrates cognitive and behavioral factors in understanding social media user behavior. Additionally, the study complements previous literature by addressing antecedents, mechanisms, and consequences of social media use by farmers, as well as identifying barriers they face in leveraging social media.