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Use of Social Media as a Source of Pestalotiopsis Information by Rubber Farmers in Cotabato Province

International Journal of Communication and Media Science
© 2025 by SSRG - IJCMS Journal
Volume 12 Issue 2
Year of Publication : 2025
Authors : Justin G. Aquino, Khristine Marie D. Concepcion
10.14445/2349641X/IJCMS-V12I2P103
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How to Cite?

Justin G. Aquino, Khristine Marie D. Concepcion, "Use of Social Media as a Source of Pestalotiopsis Information by Rubber Farmers in Cotabato Province," SSRG International Journal of Communication and Media Science, vol. 12,  no. 2, pp. 24-33, 2025. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V12I2P103

Abstract:

This study investigated the utilization of social media platforms by rubber farmers in Cotabato Province as a source of information regarding Pestalotiopsis Leaf Fall Disease. Employing a qualitative research design, the study focused on understanding farmers' motivations, platform preferences, information-seeking behaviors, and perceived benefits and challenges. Ten rubber farmers, actively involved in the rubber industry and social media use for disease information, participated through focus group discussions, key informant interviews, and in-depth interviews. Thematic analysis using Colaizzi's phenomenological approach revealed that Facebook is the predominant platform, with farmers primarily using social media for urgent information gathering and accessing educational videos, driven by the disease's immediate impact. While social media offers rapid access and visual aids, challenges such as limited internet access, data costs, digital literacy gaps, and credibility issues were significant barriers. The study highlights the crucial role of official sources like the Municipal Agriculture Office (OMAG) and the Department of Agriculture (DA) in verifying information. Findings underscore social media's potential as a vital tool for agricultural knowledge dissemination during crises, offering insights for targeted information campaigns and policy development in rural agricultural communities.

Keywords:

Social Media, Pestalotiopsis, Rubber Farmers, Information Seeking, Technology Acceptance Model, Uses and Gratifications Theory, Cotabato Province.

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