Social Media Literacy among Oil Palm Smallholders in East Malaysia and Association with Oil Palm Integration Practices

Abstract

With advancements in technology, social media has revolutionised the way farmers communicate, resulting in an increased level of shared agricultural knowledge. Therefore, this study investigates social media literacy among oil palm smallholders in East Malaysia and the association with oil palm integration practices. A survey of 194 respondents was conducted using a random sampling method. The survey questionnaire was adapted from several previous studies on social media literacy. Descriptive and inferential statistical analyses, involving t-test, ANOVA, and logistic regression were conducted. Social media literacy was significantly higher among oil palm smallholders who were younger, with higher educational levels (p < 0.05). The logistic regression analysis showed that as the level of social media literacy increased, the probability for agricultural integration practices also increased (odds ratio (OR) = 1.052; 95% confidence interval (CI) = 1.022, 1.083). However, smallholders needed to optimise their use of social media to provide greater benefits to their agriculture. The findings of this study are useful in illustrating that interventions in social media literacy may efficiently facilitate oil palm integration. The results of this study can provide information and recommendations towards policies for the modernising of oil palm farming in Malaysia. Such studies, however, need to be further expanded by involving a larger sample of smallholders nationwide, to represent the geography of smallholders with varying levels of internet accessibility in Malaysia.