This study aims to address the research gap by investigating how social media influences the innovation ability of new professional farmers, with a specific focus on technological perspectives. Grounded in embeddedness theory and taking into account the roles of knowledge management and learning orientation, the research aims to unveil the dynamics shaping farmer innovation within the context of social media engagement. Employing a structural equation model and utilizing survey data from 336 farmers, the empirical research concludes that social media embedding significantly and positively impacts the innovation ability of new professional farmers. Knowledge management acts as a partial intermediary between network media embedding and the innovation ability of new professional farmers, and a complete intermediary between network community embedding and their innovation ability. Learning orientation positively moderates the relationship between network media embedding, network community embedding, and knowledge management. The study seeks to contribute to the comprehension of how social media can foster innovation among farmers, thereby promoting high-quality and sustainable development in agriculture. In light of this, recommendations are suggested for the government to encourage social media usage, for farmers to enhance their media literacy, strengthen knowledge management, and cultivate a learning-oriented mindset. Doi: 10.28991/HIJ-2024-05-02-06 Full Text: PDF
