Beyond City Limits: Exploring the Untapped Potential of Social Media in Rural Karnataka: A Structural Equation Model Analysis

This research delves into the intricate relationship between social media adoption and rural development in Karnataka, India. Employing a quantitative approach, the study explores the impact of social media on knowledge sharing, community engagement, and empowerment in rural communities, with a focus on demographic characteristics. The investigation reveals a significant positive correlation between social media usage and adoption and rural development (r = 0.169, p < 0.01). Structural Equation Modeling (SEM) results indicate that Social Media Usage and Adoption (SMUA) significantly influences Social Media Platforms (SMP) (β = 0.351, p < 0.001) and correlates positively with Knowledge Sharing, Community Engagement (KCE) (β = 0.293, p < 0.001). While Rural Development (RD) shows no direct impact on SMUA (β = 0.035, p = 0.454), it negatively associates with Challenges and Opportunities (CO) (β = −0.071, p = 0.026) and significantly positively correlates with KCE (β = 0.316, p < 0.001). The model fit indices affirm a strong fit (Chi-square value/DF = 1.929, GFI = 0.996, AGFI = 0.971, NFI = 0.991, CFI = 0.995, RMSEA = 0.048). The study underscores the positive impact of rural social media adoption, enhancing platform usage, knowledge sharing, and community engagement. It further highlights the vital role of rural development in fostering knowledge exchange and addressing challenges, providing valuable insights for policymakers and community stakeholders to promote effective engagement in rural contexts.