Influence of Social Media on the Marketing Performance of Fish Farmers in Ilorin Metropolis Kwara State

Student: Patricia Adaobi Chinawa (Project, 2025)
Department of Aquaculture and Fisheries
University of Ilorin, Kwara State

Abstract

In the evolving landscape of agricultural marketing, social media has emerged as a pivotal tool with the potential to enhance visibility, customer engagement, and profitability for small-scale enterprises, including fish farming. However, the extent to which fish farmers utilize these platforms and the factors influencing their adoption remain underexplored, particularly in semi-urban Nigerian contexts. This study investigates the influence of social media platforms on the marketing performance of fish farmers in Ilorin metropolis, Kwara State, focusing on its usage, impact on sales and profitability, challenges, and strategies for enhancing effectiveness. A descriptive survey research design was adopted, with data collected through structured questionnaires administered to 130 fish farmers selected through purposive and random sampling techniques. The data were analyzed using descriptive statistics and chi-square tests. The findings reveal that while a majority of fish farmers have access to smartphones and internet-enabled devices, only a moderate proportion actively utilize social media for marketing purposes. Social media marketing was found to positively influence customer base expansion, brand visibility, and sales growth, particularly among farmers who engaged with these platforms consistently.

Keywords
Fish farming social media marketing digital literacy customer engagement
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