Use of Social Media in the Marketing of Agricultural Products and Farmers Turnover in South-West Nigeria

Abereola, S. N; Prof. I. C. Nwaizugbo

Title:
Use of Social Media in the Marketing of Agricultural Products and Farmers Turnover in South-West Nigeria

Authors:
Prof. I. C. Nwaizugbo | Abereola, S. N

Cite This Article :

Prof. I. C. Nwaizugbo | Abereola, S. N "Use of Social Media in the Marketing of Agricultural Products and Farmers Turnover in South-West Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5, August 2021, pp.1522-1531, URL: https://www.ijtsrd.com/papers/ijtsrd45151.pdf

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Abstract :
The study sought to determine the extent to which the usage of social media in the marketing of agricultural products in South-West Nigeria can enhance farmers turnover. It employed the survey research design to collect data with the help of a structured questionnaire to elicit information from respondents selected from six (6) south- western states. Research data were analysed using structural equation modelling. The results showed that the use of social media (WhatsApp and Facebook) in marketing of agricultural products significantly enhances farmers turnover. The managerial implication is that use of Whatsapp and Facebook in the marketing of agricultural products for the enhancement of farmers’ turnover was found to have significant influence on the enhancement in farmers’ turnover from agricultural products. Policy makers in government should provide the enabling environment for the telecommunication companies to enhance their reach by installing their facilities across the length and breadth of the country so that the network coverage will be strong at all times so that the benefits of social media usage will not be constrained.

Keywords :
Agricultural marketing; Farmers turnover, social media marketing; use of WhatsApp; and use of Facebook

Publication Details:

Unique Identification Number : IJTSRD45151

Published In : Volume-5 | Issue-5, August 2021

Page Number(s) : 1522-1531

Publisher Name : IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470

Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

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