Analysis of Social Networks Roles in Agricultural Extension Staff Job Self-efficacy in Mazandaran Province: An Application of the Theory of Use and Gratification of the Media

The purpose of this empirical research was to examine the status of social networks in employee self-efficacy with emphasis on the theory of media use and gratification. The statistical population of the study consisted of 435 Agricultural Jihad Extension Staff in Mazandaran province. The required sample size was determined using a formula for finite population correction of 158 experts from Agricultural Jihad Organization of Mazandaran province as a proportional stratified method. The data gathering tool was a questionnaire which its validity was evaluated in three ways: Face, construct and discriminant; and its reliability was investigated through the composite reliability and Cronbach alpha. The results of the research showed that audiences who are satisfied with the media and who are involved with the media as active audiences have a higher level of social influence due to their expertise in the media, and ultimately, have a sense of social value on acquired skills. Also selective application of social networks could reinforce Knowledge gap theory. Because, more access of agricultural extensions staff to information through social networks could lead to more their knowledge enhancement in compare to the other staff.