Use of Social Media in the Marketing of Agricultural Products and Farmers Turnover 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 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