• KARNIKA E

Social media is an efficient tool for marketing value added products. This study examined 149 agripreneurs to analyze their knowledge on social media marketing during May 2024. The findings indicate that many agripreneurs have a moderate level of decision making behavior, marketing behavior and economic benefits along with the knowledge of agripreneurs. Agripreneurs had more knowledge on advertising rather than indicators and different types of social media marketing. Age, education, annual income, enterprise scale, entrepreneurial experience, access to mass media, account purpose, decision-making behavior, marketing practices, market intelligence, and economic benefits all showed a significant positive correlation with agripreneurs' knowledge of social media marketing. Social media provided opportunities for microenterprises to market their product and enhance their business growth.

Microenterprises, knowledge, indicators, advertising, business account, marketing behavior, decision making.

"ASSESSING THE KNOWLEDGE OF AGRIPRENEURS ON SOCIAL MEDIA MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 11, page no.a500-a508, November-2024, Available :http://www.jetir.org/papers/JETIR2411053.pdf

"ASSESSING THE KNOWLEDGE OF AGRIPRENEURS ON SOCIAL MEDIA MARKETING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 11, page no. ppa500-a508, November-2024, Available at : http://www.jetir.org/papers/JETIR2411053.pdf