The Impact of Digital Competence on Social Media Practices among Agricultural Research Scientists at Ayub Agricultural Research Institute, Faisalabad, Pakistan: An Analysis using Gratification Theory

Abstract

The increasing integration of digital technologies has reshaped professional landscapes including agricultural research where social media plays a crucial role in collaboration, knowledge dissemination and research outreach. This study examines the impact of digital competence on the social media practices of agricultural research scientists at Ayub Agricultural Research Institute (AARI), Faisalabad using Gratification Theory as a framework. Specifically, it explores how these scientists use social media to achieve social gratifications with digital competence as a key factor. Their engagement in broadening networks, maintaining ties, enjoyment, and tension release and fulfilling information needs is empirically analyzed. A quantitative research design was employed and data were collected from 281 agricultural research scientists at AARI through a structured questionnaire. The findings indicate a positive relationship between digital competence and social media engagement particularly in expanding professional networks, maintaining connections, enhancing enjoyment, relieving tension and meeting information needs. However, challenges such as limited digital skills, privacy concerns and inadequate institutional support hinder optimal usage. The study highlights the critical role of digital competence in maximizing social media’s potential for agricultural research and underscores the need for institutional initiatives to bridge digital skill gaps. These insights offer valuable recommendations for fostering digital competence and leveraging social media to enhance research innovation and collaboration.

Keywords: Digital Competence; Social Media Practices; Agricultural Research; Agricultural Research Scientists; Gratification Theory; Ayub Agricultural Research Institute; AARI