Asian Research Journal of Agriculture

Livestock farming forms the foundation of the rural economy in Andhra Pradesh, encompassing dairy, sheep/goat and backyard poultry systems that differ in scale, resource availability and socio-economic context. This ex post facto study examines the personal and socio-economic characteristics of farmers proficient in social media across these categories, aiming to address gaps in digital extension services amid challenges such as limited veterinary access and market instability. This study aims to compare the personal and socio-economic characteristics of 540 livestock farmers who use social media, grouped into three categories (dairy, sheep/goat and backyard poultry farmers). The goal is to identify key differences and similarities to help design better extension strategies and digital tools that support productivity and rural development. The study adopted an ex post facto design, dividing Andhra Pradesh into the Coastal, North Coastal and Rayalaseema regions. The researcher purposefully selected 9 districts known for their abundant livestock populations, then randomly selected 27 mandals from these areas. Within each mandal, they conducted in-person interviews with 20 farmers, ensuring equal representation across categories. The collected data were analysed using frequency, percentage, mean, standard deviation, one-way ANOVA and Tukey HSD post hoc test. Significant differences were found in gender, social status, education, landholding, family size, herd size, experience in livestock farming, material possession, annual income, scientific orientation, information-seeking behaviour and credibility (p < 0.05 or < 0.001). The one-way ANOVA found highly significant differences between livestock categories in landholding (F = 19.175), experience (F = 14.841), herd size (F = 21.712), material possession (F = 8.379) and annual income (F = 65.975; p < 0.001). Information seeking behaviour (F = 8.447), scientific orientation (F = 7.531; p < 0.001) and credibility (F = 3.746; p < 0.05) showed significant differences. In contrast, motivation and social media–related variables were not significant (p > 0.05). Dairy farmers had a higher socio-economic status. Sheep/goat farmers were more scientifically engaged. Backyard poultry farming was gender-inclusive and associated with medium incomes. No significant differences were observed in achievement motivation, age, market orientation, social media exposure and economic motivation. The findings highlight the necessity for category-specific policies to address disparities, utilize social media for inclusive extension services, promote equity in dairy sector growth and improve resource access for sheep/goat and backyard poultry farmers to support sustainable rural livelihoods.