Vol. 11, Issue 12 (2022)

Regardless of increasing penetration of social media, orange growers were facing difficulties while using it and some avoid using it because of diverse constraints. Taking into consideration, the research objective was formulated to study the constraints faced by orange growers in use of social media. The present study was conducted in Amravati and Nagpur districts of Maharashtra state where orange is grown on large scale. The ex-post-facto research design of social research was used with 150 social media users and 150 social media non user respondents and analysed by Garret ranking. The findings noted that in case of social media users, majority of them faced major constraints of irregular internet connectivity (78.60) and sometimes content are not need based and irrelevant with the individual needs (71.40) while social media non users faced major constraints were irregular internet connectivity (78.64) followed by complex nature of social media (69.36). The findings revealed that lack of technical assistance by various social media service providers while lack of confidence and faith towards social media in social media non users.