International Journal of Agriculture Extension and Social Development

author(s)
PS Kapse, PR Deshmukh, RP Kadam and BL Pisure

abstract
The government of India has introduced digital marketing as a forward-looking initiative to facilitate the direct digital sale of products without intermediary involvement. This approach proves advantageous for farmers, enabling them to connect with numerous buyers and secure higher prices for their products. Digital marketing also serves as a valuable tool for farmers looking to sell their produce on a global scale. The present study was carried out to find out attitude of the farmers towards digital marketing of agricultural produce in the Marathwada region of Maharashtra. The study reported that the majority of the respondents were middle-aged, educated up to the graduation level, small landholders belonging to joint families. Majority of them having well or borewell as a source of irrigation and had a medium level of farming experience, annual income, mass media exposure, extension contact, scientific orientation, and economic motivation. Whereas majority of them were having low level of social participation and cent percent respondents having smartphone. It is also observed that majority of the respondents were used the Google Pay app for money transaction, and used WhatsApp as online platform for marketing of their produce. The study shows that majority of the respondent have moderately favourable attitude towards the digital marketing.