9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Impact of Technology-based Social Media Brand Voice on Farmer Technology Adaptation in the Agriculture Sector of Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. K. S.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.This study explores the impact of technology-based social brand voice on farmers’ technology adaptation in the agriculture sector of the western province of Sri Lanka. It also identifies the major research themes, research trends, and findings regarding the impact of technology-based social media brand voice on farmers’ new technology adaptation. The data was taken from the Scopus database, which contains 300 articles. Then, I screened the articles to identify 5 papers that fit my criteria for analysis. As the agriculture sector becomes more complex and technology evolves, face-to-face communication will become more difficult. Online communication and social media have given agriculturalists an easier communication channel because they are free and practically instantaneous. The purpose of this study was to explore what type of communication appeals in social media are used to communicate agricultural information for sharing new agriculture technologies and what social media appeal has more impact on farmers’ new technology adaptation. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the research will be collected through a well-structured questionnaire survey with 26 questions involving 384 respondents from the 18 – 55+ age category. The study regarding the agriculture industry in Sri Lanka raises concerns in social media communication regarding new technologies. This means that Agribusinesses need to be concerned about social media brand appeals when creating Technology-based social media brand voice. Furthermore, as technology evolves, farmers' adaptation of new technology also increases. Businesses promoting new technology-based agriculture solutions must carefully consider what technology-based social media brand appeal persuades farmers the most. The study has major implications for Sri Lankan Agribusinesses, to create the most suitable technology-based social media communication to peruse farmers. This study found that rational, humanized, and informative appeals significantly impact farmers' adaptation of new technology, while emotional and humor appeals have less impact. Therefore, when Agribusinesses create technology-based social media brand voices, giving high priority to rational, humanized, and informative appeals will be more effective, and giving less priority to humor and emotional appeals will persuade farmers the most. When guiding farmers to use the new agricultural technologies, it is important to consider what is the most effective technology-based social media brand voice, which gives the most positive impacts on farmers’ new technology adaptation the most.