The Role of Social Media in Farmer’s Perceived Social Support and Stress

Abstract

The rapid spread of smartphones and affordable internet has changed how farmers access agricultural knowledge. Many now rely on platforms like WhatsApp, YouTube, and Facebook not only for crop advice, weather updates, and market prices but also to stay connected with peers. While the economic value of these platforms is clear, their influence on farmers’ psychological well-being has received less attention. This study examined whether social media use is linked with farmers’ perceived social support and their levels of stress. Data were collected from 100 farmers, and results showed that social media users reported higher social support and lower stress compared to non-users. Regression analysis confirmed that perceived social support was the strongest predictor of reduced stress, while social media use also made a meaningful contribution. These findings suggest that digital platforms function not only as sources of information but also as supportive spaces that help farmers deal with uncertainty and lower stress.