Factors driving the exposure to information sources: Pakistani farmers' information behavior

Abstract

The purpose of the present study is to examine the factors behind the selection and exposure of information sources by Pakistani farmers. This study is based on a quantitative research approach that involved survey design for the collection of data. The population of the present investigation was the farmers who have involved in any type of farming in District Okara province Punjab, Pakistan. A convenient sampling technique was used to select a sample from the different three tehsils of District Okara. A survey questionnaire was employed to collect data. Results proved that characteristics of information i.e. accessibility, usefulness, and credibility have a significant impact on the frequency of information sources/channels exposure, however, convenience proved an insignificant factor to farmers’ information sources exposure. Results further confirm that farming experience has a negative association with information exposure among Pakistani farmers. Since the usefulness and credibility of information sources trigger their use among farmers, therefore, farmers’ societies, agents, and government officials should work on developing credible content and highlighting the usefulness of different available information sources and channels.