Use of Social Media in the Marketing of Agricultural Products and Efficiency in the Cost of Advertisement of Agricultural Products in South West Nigeria

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