Measuring effectiveness of whatsapp messenger in dissemination of technological information among e-farmers in Madhya Pradesh

WhatsApp sends real-time messages and is one of the world's most popular communication applications of the 21^stcentury. The social media-enabled WhatsApp is helping farmers to solve farming related problems more efficiently by making them digitally literate as they perceived in the study that the whatsapp messages used were clear and satisfactorily for them. WhatsApp isn't only used as a dissemination tool but it has also created a kind of support network among farmers. The present study was conducted to assess the effectiveness of WhatsApp Messenger in dissemination of agricultural technology in two districts of Madhya Pradesh with a sample size of 180 e-farmers. The study revealed that majority (66.67 %) of e-farmers reported about high effectiveness of WhatsApp Messenger in dissemination of agricultural technology. This indicates the role of social media like WhatsApp in faster dissemination vis-a-vis changing knowledge and perception of the farmers apropos improved agricultural technology.