Social media, an entrepreneurial opportunity for agriculture-based enterprises

What is it about?

The purpose of this paper is to analyse the current use of social media in agriculture. The primary focus of the research is to understand the messages and compare social media adopters with non-adopters. The paper addresses wider questions of the use of social media to support on farm entrepreneurship and business and considers what barriers to take up exist within the industry.

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Why is it important?

This paper brings an insight into social media’s potential to assist agriculture-based enterprises in dealing with the tensions between pressures to improve core farming practice and other entrepreneurial activity. The paper raises important implications for policy approaches that might seek to promote a complementary approach to farm technology adoption and entrepreneurial stance.