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 a t-test and least squares method. Results: The use of social media (WhatsApp and Instagram) in the marketing of agricultural products was found to enhance efficiency and turnover of farmers through a significant reduction in the cost of marketing agricultural products as well as increased demand for agricultural products. 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. Contribution: The examination of the implications of the usage of social media usage in agricultural marketing on marketing efficiency and sales turnover in Nigeria.
Highlights
In many countries of the world, the agricultural sector is regarded as a stimulant of economic development (Food and Agricultural Statistics, 2004)
4 Results The results focus on the impact of social media usage on cost reduction in the marketing of agricultural products and on sales turnover of the farmers
Results of the study indicate that the use of social media channels (Facebook, WhatsApp and Instagram) in the marketing of agricultural products has a positive influence on the reduction of the cost of marketing agricultural products
Summary
In many countries of the world, the agricultural sector is regarded as a stimulant of economic development (Food and Agricultural Statistics, 2004). Given the popularity of the use of social media across the different age grades in Nigeria, it is logical to expect that its use in the marketing of agricultural products will make a significant impact on the demand for agricultural products and on sales This explains the rationale for this study. The main objective of this study was to investigate the impact of the adoption of social media in agricultural marketing by farmers in South-South Nigeria on major performance indicators; such as cost of marketing, demand for agricultural products and turnover of farmers. Contribution: The examination of the implications of the usage of social media usage in agricultural marketing on marketing efficiency and sales turnover in Nigeria version 2 (revision)
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