Social Media and Agricultural Promotion 4.0

Abstract

This article aims to examine the roles and strategies of social media in promoting Agriculture 4.0 by analyzing communication patterns, information dissemination, technologies, and innovations shared through digital platforms that influence the knowledge, attitudes, and behaviors of Thai farmers in the digital era. The study employs a documentary research method, drawing on academic literature, government reports, and relevant case studies from 2020 to 2024. The findings suggest that social media plays a significant role in facilitating knowledge transfer, access to modern agricultural information, and bridging the information gap between innovation providers and farmers. It also supports learning networks and online agricultural marketing, particularly through popular platforms such as Facebook, YouTube, Line, and TikTok. These platforms facilitate participatory learning, peer-to-peer knowledge exchange, and behavioral change among farmers who are adapting to innovative farming systems. The study recommends developing structured communication strategies and enhancing farmers’ digital competencies, including media literacy and content creation, to support a sustainable transition to smart agriculture at the national level.