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.

"The Media and Consumers’ Buying Behavior Nexus: Analysis of the Effect on Zartech Limited"

“…The ANOVA test result of 0.000 c % (table 3.3 and 3.7 respectively) is also an indication of a significant relationship between social media and consumers' buying behavior. Several studies (Dirir, 2022;Inegbedion, Inegbedion, Asaleye, Obadiaru and Asamu, 2020;Al-Haddad, Al-Haddad, Qaqish and Yacoub, 2019;Balkrishna and Deshmukh, 2017) have come up with similar findings of a significant positive relationship between social media and consumers' buying behavior.…”

Lean thinking in value co-creation:

“…The use of communication networks, social media with posts, and connections between individuals who would not have had contact without the use of this technology have enabled the exchange of techniques, strategies, and experiences, as well as the marketing of agricultural products and the acquisition of resources (Misra et al, 2020). Furthermore, there is the possibility of identifying the best input prices since the exchange of information among agro-industrial actors is facilitated by these means of communication (Inegbedion et al, 2020;Palaniswamy and Krishna, 2022;Neto et al, 2015).…”

“…A plausible solution to this issue consists of creating sales channels that enable more efficient commercialization (Wang and Luo, 2019). Then, social networks have emerged as a highly relevant tool for farmers, as they not only allow for the exchange of information and acquisition of inputs at more affordable prices but also provide a platform for selling products and promoting their brand, potentially reaching new markets (Inegbedion et al, 2020).…”