Literature Review: A Study of YouTube Utilization for Livestock and Agricultural Businesses

Abstract

Social media has become a technology-based communication channel, increasing the digital economy and bringing significant changes to various aspects of life, including the learning and development of livestock and agricultural businesses. Social media, especially YouTube, has been recognized as a reliable communication medium even when traditional media fails to convey messages. Although YouTube is recognized as a medium for learning, marketing, and community empowerment, research exploring its use to share technical knowledge and business practices in the livestock and agricultural sector still needs to be completed. This study seeks to fill this gap by exploring how livestock and agricultural business actors can utilize YouTube as a platform for education, skills development, and sharing specific experiences in this sector. This study uses the Preferred Reporting Items for Systematic Reviews and Meta-analyses (PRISMA) method to conduct a systematic literature review using YouTube in the livestock and agricultural sector. The data collection stages in this systematic literature review were carried out using the Scopus.com search engine. The literature review results show that YouTube has proven to be a significant tool for farmers and ranchers in accessing technical information, learning about new techniques, and improving product marketing.