Inegbedion, Henry and Inegbedion, Emmanuel and Asaleye, Abiola and Obadiaru, Eseosa and Asamu, Festus (2022) Use of social media in the marketing of agricultural products and farmers' turnover in South-South Nigeria. F1000Research, 9. p. 1220.
![[img]](http://eprints.lmu.edu.ng/style/images/fileicons/text.png) |
Text
Use of Social Media For Agriculture_henry_inegbedion.pdf - Published Version Download (654kB) |
Abstract
RESEARCH ARTICLE Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria [version 1; peer review: 2 approved with reservations] Henry Inegbedion 1, Emmanuel Inegbedion2, Abiola Asaleye 3, Eseosa Obadiaru 4, Festus Asamu5 1Department of Business Studies, Landmark University, Omu Aran, Kwara, +234, Nigeria 2Registry Department, Nigeria Broadcast Academy, Lagos, Lagos, +234, Nigeria 3Department of Economics, Landmark University, Omu Aran, Kwara, +234, Nigeria 4Department of Accounting and Finance, Landmark University, Omu Aran, Kwara, +234, Nigeria 5Department of Sociology, Landmark University, Omu Aran, Kwara, +234, Nigeria First published: 09 Oct 2020, 9:1220 https://doi.org/10.12688/f1000research.26353.1 Latest published: 12 Mar 2021, 9:1220 https://doi.org/10.12688/f1000research.26353.2 v1 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 t-test and least square method. Results: 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. 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. Thus, the adoption of social media in the marketing of agricultural products enhances the efficiency of agricultural marketing and sales turnover of farmers in south-south of Nigeria but only the use of WhatsApp and Instagram predict efficiency and sales turnover of farmers.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Corresponding author: Henry Inegbedion (inegbedion.henry@lmu.edu.ng) Author roles: Inegbedion H: Conceptualization, Formal Analysis, Funding Acquisition, Methodology, Supervision, Writing – Original Draft Preparation; Inegbedion E: Project Administration, Writing – Review & Editing; Asaleye A: Data Curation, Investigation; Obadiaru E: Project Administration, Writing – Review & Editing; Asamu F: Supervision Competing interests: No competing interests were disclosed. Grant information: This work was funded by Landmark University Centre for Research and Development. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript. Copyright: © 2020 Inegbedion H et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite this article: Inegbedion H, Inegbedion E, Asaleye A et al. Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria [version 1; peer review: 2 approved with reservations] F1000Research 2020, 9:1220 https://doi.org/10.12688/f1000research.26353.1 First published: 09 Oct 2020, 9:1220 https://doi.org/10.12688/f1000research.26353.1 Keywords Agricultural marketing, efficiency in marketing, optimal sales turnover, social media marketing, demand for agricultural products |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology S Agriculture > S Agriculture (General) |
| Depositing User: | MR ESEOSA OBADIARU |
| Date Deposited: | 22 Jan 2024 16:04 |
| Last Modified: | 22 Jan 2024 16:04 |
| URI: | https://eprints.lmu.edu.ng/id/eprint/5440 |
Actions (login required)
 |
View Item |
