Small-Scale Chicken Farmers’ Perceptions of Use of Social Media to Access Market Information in Arusha City, Tanzania

Abstract

This study examined small-scale chicken farmers’ perceptions of using social media to access market information in Arusha City, Tanzania. Data were collected between June and August 2022 from 260 respondents comprising 130 beneficiaries and 130 non-beneficiaries, who were randomly selected. Quantitative and qualitative data were collected using a questionnaire and a key informant interview guide. Quantitative data were analysed using descriptive statistics, the chi-square test, and the ordinal logistic regression model. On the other hand, qualitative data were analysed using thematic analysis approaches. Firstly, data were transcribed from audio and translated from Kiswahili to English, and then extracts were presented as quotations. The study found that SSCFs, both Kuku Uchumi and non-Kuku Uchumi beneficiaries who use WhatsApp, had positive perceptions towards using social media to access market information. Conversely, SSCFs who do not use Facebook and Instagram to access market information had negative perceptions towards using these social media platforms. In addition, it was revealed that both Kuku Uchumi and non-Kuku Uchumi beneficiaries (beneficiaries and non-beneficiaries) had a positive perception of using social media to access market information. The study concludes that SSCFs had positive perceptions towards using social media to access market information. It is recommended that extension agents should be encouraged to use social media platforms to provide information on chicken production. Further, other SSCFs, especially those whose perceptions toward using social media to access market information are negative (as they consider social media platforms as dumping places), should be capacitated to use social media to access market information.