Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria

Abstract

Background: The study investigated the use of social media in the marketing of agricultural products and farmers turnover in South-South Nigeria. The purpose of the study was to determine the extent to which the usage of social media in the marketing of agricultural products in Nigeria can enhance efficiency and farmers’ sales turnover. Methods: It employed the survey research design and data were collected with the help of a structured questionnaire. Research data were analysed using t-test and least square method. Results: The results showed that the use of social media (Facebook, WhatsApp and Instagram) in the marketing of agricultural products enhances efficiency and turnover of farmers through a significant reduction in the cost of marketing agricultural products as well as increased awareness and the attendant increase in demand for agricultural produce. Conclusions: The use of social media (WhatsApp and Instagram) in the marketing of agricultural products significantly influences cost reduction and hence efficiency in marketing as well as enhances turnover of farmers through increased demand for agricultural products. Thus, the adoption of social media in the marketing of agricultural products enhances the efficiency of agricultural marketing and sales turnover of farmers in south-south of Nigeria but only the use of WhatsApp and Instagram predict efficiency and sales turnover of farmers.