USE OF SOCIAL MEDIA IN MARKETING OF  AGRICULTURAL PRODUCTS BY AGROCOOPERATIVE SOCITIES IN ANAMBRA STATE,  NIGERIA.

Nwafor Grace Obiageli, PhD; Umebali, E. E.

Nwafor Grace Obiageli, PhD
Umebali, E. E.

Keywords: Social Media, Marketing, Agricultural Products, Agro-Cooperative Societies

Abstract

The study examined the relationship between the use of social media and the marketing of agricultural products by agro-cooperative societies in Anambra state, Nigeria. Three hypotheses were tested in the study. The correlational research design was adopted for the study. The study purposively sampled 200 farmers who are registered members of agricultural cooperative societies in Anambra State. The instrument for data collection was two structured questionnaires. Simple regression was used to analyze data for the study. The findings of the study revealed that there is a statistically significant relationship between the use of social media (Facebook, WhatsApp and YouTube) in marketing agricultural products and the cost of marketing agricultural products by cooperative societies in Anambra State. Based on these findings, it was recommended among others that agricultural cooperative societies can work with technological experts, marketing professionals, and social media influencers to effectively optimise their online presence and marketing efforts