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
For the full publication, please contact the author directly at: ogumbavictoria2004@gmail.com
Filters
Institutions
- Mohammed Lawan College of Agriculture, Maiduguri, Borno State 12
- Moshood Abiola Polytechnic, Abeokuta, Ogun State 7
- Nasarawa State University, Keffi, Nasarawa State 8
- Niger Delta University, Wilberforce Island, Bayelsa State 28
- Niger State College of Education, Minna, (Affl To Usmanu Danfodiyo Uni, Sokoto) 1
- Nigeria Maritime University, Okerenkoko, Delta State 1
- Nigerian Army University, Biu, Borno State 3
- Nile University of Nigeria, Abuja 3
- Nnamdi Azikiwe University, Awka, Anambra State 98
- Northwest University, Kano, Kano State 179