Knowledge and Use of Social Media for Marketing among Poultry Farmers in Enugu State

Abstract

Objective: This study examines the knowledge and use of social media for marketing among poultry farmers in Enugu State.

Methodology: This study employed a descriptive survey design and examined 385 poultry farmers in Enugu State. The variables of interest were knowledge level, level of social media use, challenges to social media use, and ways of promoting social media use for poultry marketing. A structured questionnaire was used as the instrument for data collection. The study's results were presented in charts and tables.

Results: The study revealed that most poultry farmers reported low-level knowledge of social media platforms and non-use for poultry marketing.  The result of the study also showed that the challenges that poultry farmers face in using social media for marketing include lack of knowledge about which social media platforms are most effective for marketing poultry products, concern about negative feedback or reviews from customers on social media, lack of enough time to manage social media accounts for marketing purposes, challenges in reaching target audience on social media platforms, not being able to afford paid advertisements or promotions on social media, not sure the skills to navigate social media platforms and poor access to internet connection. The result of the study equally revealed that to equip poultry farmers so that they will be able to make use of social media for marketing, the following steps are needed: regular training on social media skills, awareness campaigns on the importance of social media in marketing, sensitisation programmes on the benefit of social media for marketing, improved internet connection and affordable access to the Internet.

Conclusion: This study concludes that poultry farmers have low knowledge of social media and that many do not use social media platforms for marketing.