Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria [version 2; peer review: 2 approved, 1 approved with reservations]

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