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. 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, URL: https://www.ijtsrd.com/papers/ijtsrd45151.pdf Paper URL: https://www.ijtsrd.com/management/retail-marketing/45151/use-of-social-media-in-the-marketing-of-agricultural-products-and-farmers-turnover-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 – IJTSRD45151 | Volume – 5 | Issue – 5 | Jul-Aug 2021
Page 1522
Use of Social Media in the Marketing of Agricultural
Products and Farmers Turnover 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 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
How to cite this paper: Prof. I. C.
Nwaizugbo | Abereola, S. N "Use of
Social Media in the Marketing of
Agricultural Products and Farmers
Turnover
in South-West Nigeria"
Publishe