Bridging the Rural-Urban Divide: A Systematic Review of Social Media's Role in Connecting Farmers to Urban Markets
Xinyang Zhang *
Dankook University, 152, Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do, 16890, Korea.
*Author to whom correspondence should be addressed.
Abstract
Over the past few years, we have witnessed significant growth in the adoption of digital technologies and this has completely changed every sector including agriculture. It has enabled rural farmers to access global markets, something that they found quite challenging due to the lack of information and the presence of middlemen. The most significant digital platform has been social media which has opened new communication avenues and created a platform for knowledge sharing. Social media platforms like Instagram, Facebook and WhatsApp have become quite popular among farmers to connect with the global consumer base. The purpose of this research is to gain a deeper understanding of the role of social media as a tool connecting rural farmers with urban markets. A systematic review has been done of 21 articles following the PRISMA framework using the Google Scholar database. This systematic review based on twenty-one peer-reviewed articles selected through the PRISMA framework focuses on the role of social media in providing access to markets, facilitating knowledge sharing, and supporting innovation among farmers in the rural areas. The review found that social media helps rural farmers easily market their products to the urban market. Nonetheless, the review also identified challenges like lack of awareness, poorly-developed infrastructure and lack of proper information for rural farmers to connect with urban markets. Hence, by understanding the important role of social media in bridging the rural-urban divide, policymakers and stakeholders would develop interventions that address these challenges and increase the sustainability of the agriculture industry.
Keywords: Social media, farmers, rural, urban consumers, market