Precision agriculture, which has existed for over four decades, ensures efficient use of agricultural resources for increased productivity and sustainability with the use of technology. Due to the lingering perception that the adoption of precision agriculture has been slow, this study examines public thoughts on the practice of precision agriculture by employing social media analytics. A machine learning-based social media analytics tool—trained to identify and classify posts using lexicons, emoticons, and emojis—was used to capture sentiments and emotions of social media users towards precision agriculture. The study also validated the drivers and challenges of precision agriculture by comparing extant literature with social media data. By mining online data from January 2010 to December 2019, this research captured over 40,000 posts discussing a myriad of concerns related to the practice. An analysis of these posts uncovered joy as the most predominant emotion, also reflected the prevalence of positive sentiments. Robust regulatory and institutional policies that promote both national and international agenda for PA adoption, and the potential of agricultural technology adoption to result in net-positive job creation were identified as the most prevalent drivers. On the other hand, the cost and complexity of currently available technologies, as well as the need for proper data security and privacy were the most common challenges present in social media dialogue.

中文翻译：

---

精准农业的驱动力和挑战：社交媒体视角

精准农业已经存在了四年多，通过使用技术确保有效利用农业资源以提高生产力和可持续性。由于人们普遍认为精准农业的采用缓慢，本研究通过使用社交媒体分析来检验公众对精准农业实践的看法。一种基于机器学习的社交媒体分析工具——经过训练可以使用词典、表情符号和表情符号识别和分类帖子——被用来捕捉社交媒体用户对精准农业的情绪和情绪。该研究还通过将现有文献与社交媒体数据进行比较，验证了精准农业的驱动因素和挑战。通过挖掘 2010 年 1 月至 2019 年 12 月的在线数据，这项研究捕获了 40 多个，000 个帖子讨论了与实践相关的无数问题。对这些帖子的分析发现，快乐是最主要的情绪，也反映了积极情绪的盛行。促进采用 PA 的国家和国际议程的强有力的监管和制度政策，以及采用农业技术创造净积极就业机会的潜力被确定为最普遍的驱动因素。另一方面，当前可用技术的成本和复杂性，以及对适当数据安全和隐私的需求是社交媒体对话中最常见的挑战。促进采用 PA 的国家和国际议程的强有力的监管和制度政策，以及采用农业技术创造净积极就业机会的潜力被确定为最普遍的驱动因素。另一方面，当前可用技术的成本和复杂性，以及对适当数据安全和隐私的需求是社交媒体对话中最常见的挑战。促进采用 PA 的国家和国际议程的强有力的监管和制度政策，以及采用农业技术创造净积极就业机会的潜力被确定为最普遍的驱动因素。另一方面，当前可用技术的成本和复杂性，以及对适当数据安全和隐私的需求是社交媒体对话中最常见的挑战。