A TCCM -BASED SYSTEMATIC REVIEW ON FARMERS' TECHNOLOGY ADOPTION THROUGH DIGITAL EXTENSION

Abstract

The rapid advancement of Information and Communication Technologies (ICTs) has transformed agricultural extension systems and improved farmers’ access to agricultural information. Among digital communication platforms, YouTube has emerged as an important medium for disseminating agricultural knowledge through video-based learning and interactive communication. This study systematically reviews the literature on farmers’ technology adoption through agricultural YouTube channels and digital extension platforms using bibliometric analysis and the TCCM (Theory Context–Characteristics–Methodology) framework. The review followed the PRISMA methodology and utilized the Scopus database for literature retrieval. A total of 345 publications were initially identified, of which 96 studies were selected for final analysis after applying predefined inclusion and exclusion criteria. The findings reveal increasing publication trends, growing international collaboration, and strong intellectual connectivity within digital agricultural extension research. Existing studies primarily focus on e-extension, ICT applications, mobile-based advisory services, and digital communication technologies, while YouTube-specific agricultural extension research remains comparatively limited. The review further identified perceived usefulness, digital literacy, internet accessibility, content credibility, social influence, and ICT infrastructure as major factors influencing farmers’ adoption of agricultural technologies through YouTube-based platforms. The study also highlights the dominance of quantitative and cross-sectional approaches, indicating the need for more qualitative, longitudinal, and user-centred research. Overall, the findings emphasize the growing role of YouTube-based agricultural communication in enhancing agricultural knowledge dissemination, farmer learning, and sustainable technology adoption.