Effectiveness of WhatsApp Agro - Advisory Service by the Scientist of KVK of Cauvery Delta Zone

Nowadays usage of Social media is increasing rapidly in the 21st century. WhatsApp is the most popular social media which is used by a large number of people. The present study was focused on how effectively KVK's farmers use WhatsApp groups for agricultural purposes. Three districts of Cauvery Delta Zone Nagapattinam, Thiruvarur, and Karaikal KVK WhatsApp groups were purposively selected for the study. Totally 120 farmers were selected for primary data, and from each district, 40 farmers were selected by the Simple Random Sampling method. Data were analyzed by descriptive statistics. It reported that the overall effectiveness of the farmer's use of WhatsApp groups was at the medium level (74.17%) indicating that farmers were using the group for their agricultural activities. The easiness of understanding information on Whatsapp was found to be good, and image and video-based information, in addition to textual information aided in a better understanding of information. Based on the study recommended that is important to be placed on disseminate weather and market information to aid indecision making.