Knowledge and Use of Socialmedia for Marketing Among Poultry Farmers in Enugu State

Student: Nmesoma Victoria Ogumba (Project, 2025)
Department of Mass Communication
University of Nigeria, Nsukka, Enugu State

Abstract

This study examines theknowledgeanduseofsocialmediaformarketingamongpoultryfarmersinEnuguState,andtoinvestigatetheinfluenceofperceivedeaseofuseandusefulnessonfarmers'adoptionofsocialmediaasamarketingtool.Thisstudyemployedamixed-methodsapproach,combiningbothqualitativeandquantitativedatacollectionandanalysismethods.ThestudytargetedthepopulationofEnuguState,withanestimatedpopulationof5,143,087 and a sample size of 385.AsurveyquestionnairewasadministeredtoasampleofpoultryfarmersinEnuguState,andfollow-upinterviewswereconductedtogathermorein-depthinformation.TheTechnologyAcceptanceModel(TAM)servedasthetheoreticalframeworkforthestudy.ThefindingsrevealedthatsocialmediaplatformssuchasFacebook,WhatsApp,andInstagramhavetransformedagriculturalmarketingpracticesamongpoultryfarmersinEnuguState.Theresultsalsoshowedthatperceivedeaseofuseandusefulnesssignificantlyinfluencefarmers'adoptionofsocialmediaasamarketingtool.However,limitedknowledge,poordigitalliteracy,andinadequateaccesstotechnologywereidentifiedasmajorbarriershinderingoptimalutilizationofsocialmedia.Thestudyconcludesthatsocialmediahasthepotentialtorevolutionizeagriculturalmarketing,increaseeconomicopportunities,andboostruraldevelopmentinEnuguState.However,targetedinterventionsarenecessarytoaddressthebarriershinderingoptimalutilizationofsocialmediaamongpoultryfarmers.TooptimizetheuseofsocialmediaasamarketingtoolamongpoultryfarmersinEnuguState,targetedtrainingprogramsshouldbedevelopedandimplementedtoenhancefarmers'digitalliteracyandsocialmediamarketingskills.

Keywords
knowledge socialmedia marketing poultry farmers enugu state
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