Abstract

In Present scenario Digital innovation has emerged as a crucial role for transforming rural livelihoods by enhancing access to information, markets, financial services, and entrepreneurial opportunities. The present study directly focused on the direct of impact of digital innovation on rural livelihood improvement and testing the relationship between awareness and accessibility of digital technologies with the adoption of technology-based livelihood activities. The study is based on primary data collected from 150 rural respondents of Bhadrak district using a structured questionnaire with a three-point Likert scale. Descriptive and inferential statistical techniques, including weighted mean, chi-square test, correlation, and linear regression analysis, were applied to analyze the data. The findings indicate that digital tools such as mobile internet, online marketing platforms, and digital payment systems significantly contribute to increased productivity, better market access, and improved income levels in rural areas. The study concludes that strengthening digital literacy, infrastructure, and awareness initiatives is essential for promoting technology-enabled livelihood opportunities and achieving sustainable rural economic development.

Keywords: Digital Innovation, Technology Adoption, Digital Awareness and Accessibility