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 efficiency in the cost of marketing agricultural products. 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 Twitter in marketing of agricultural products significantly enhances efficiency in the cost of advertising agricultural products through significant reduction in the cost of marketing agricultural products. The managerial implication is that optimization of marketing cost of agricultural products can be achieved through social media usage in advertising. The social implication is that increased participation of youths in agriculture as a result of the considerable reduction in the cost of marketing agricultural products due to the use of social media in the marketing of agricultural products will significantly reduce social vices in the societal Prof. I. C. Nwaizugbo | Abereola, S. N "Use of Social Media in the Marketing of Agricultural Products and Efficiency in the Cost of Advertisement of Agricultural Products 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, URL: https://www.ijtsrd.com/papers/ijtsrd45006.pdf Paper URL: https://www.ijtsrd.com/management/marketing/45006/use-of-social-media-in-the-marketing-of-agricultural-products-and-efficiency-in-the-cost-of-advertisement-of-agricultural-products-in-southwest-nigeria/prof-i-c-nwaizugbo
International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 5, July-August 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD45006 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 1370
Use of Social Media in the Marketing of Agricultural Products and
Efficiency in the Cost of Advertisement of Agricultural
Products in South-West Nigeria
Prof. I. C. Nwaizugbo
1
; Abereola, S. N
2
1Nnamdi Azikiwe University, Awka, Anambra State, Nigeria
2Department of Marketing, Federal Polytechnic, Ado-Ekiti, Ekiti State, Nigeria
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 efficiency in the cost of marketing agricultural
products. 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 Twitter) in
marketing of agricultural products significantly enhances efficiency
in the cost of advertising agricultural products through significant
reduction in the cost of marketing agricultural products. The
managerial implication is that optimization of marketing cost of
agricultural products can be achieved through social media usage in
advertising. The social implication is that increased participation of
youths in agriculture as a result of the considerable reduction in the
cost of marketing agricultural products due to the use of social media
in the marketing of agricultural products will significantly reduce
social vices in the societal
KEYWORDS: Agricultural marketing; efficiency in marketing; social
media marketing; use of WhatsApp; and use of Twitter
How to cite this paper: Prof. I. C.
Nwaizugbo | Abereola, S. N "Use of
Social Media in the Marketing of
A