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Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria

Citation

Inegbedion, Henry et al. (2020), Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria, Dryad, Dataset, https://doi.org/10.5061/dryad.jwstqjq76

Abstract

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. It employed the survey research design and data were collected with the help of a structured questionnaire. Research data were analysed using t-test and least square method. The results showed that the use of social media (Facebook, WhatsApp and Instagram) in the marketing of agricultural products enhances efficiency and turnover of farmers through a significant reduction in the cost of marketing agricultural products as well as increased awareness and the attendant increase in demand for agricultural produce.

Methods

The study employed the quantitative research method. Specifically, the conclusive research design consistent with Inegbedion (2018), Inegbedion, Obadiaru, Obasaju, Asaleye and Lawal (2019) and Inegbedion, Obadiatu and Bello (2016) while the survey method was used in data collection.

Participants

The population of the study consisted of four thousand, Two hundred and eighty (4280) farmers registered in cooperative societies. Of this number, 1620 are from Edo State, 1460 are from Ondo State while 1200 are from Delta state. Taro Yamane formula was used to estimate a sample size of 366 and proportional allocation was used to assign 139, 125 and 102 to Edo, Ondo and Delta States respectively. Of the 366 respondents that were sampled, 246, representing 67.2% of them voluntarily participated in the study. The participants were randomly selected from farmers` cooperative societies in the three states. The choice of these states was informed mainly by convenience. Specifically, samples were taken from the current members of the cooperative societies. The sample consisted of crop, poultry and fish farmers who belong to cooperative societies in the states with evidence of usage of social media (Facebook, WhatsApp or Instagram), among others. The sampling frame was requested from the management of the cooperative societies.

Materials

Based on the sampling frame, a sample of respondents was selected. Thereafter, the sampled respondents were requested to participate in the study through the social media. A survey was constructed and used to examine use of social media in agricultural marketing and its implication for efficiency and sales turnover through the administration of a questionnaire, which served as the research instrument. The questionnaire contained bio-data questions and 5-point Likert scale questions dealing with social media usage in agricultural marketing and its implication for efficiency and sales turnover in south west Nigeria. Information was elicited from the respondents via structured questionnaires through the social media channels (Facebook, instagram and WhatsApp).

Funding

Landmark University Centre for Research and Development