BENEFITS OF DIGITAL MARKETING TOOLS AMONG LIVESTOCK FARMERS IN TARABA STATE

Abstract

This study examined benefits of digital marketing tools among livestock farmers in Taraba State, Nigeria. It specifically determine the level of utilization of the digital marketing tools, the benefits of digital marketing tools among livestock farmers and the factors influencing the use of digital marketing tools.  A multi-stage sampling procedure was employed to select 384 respondents for this study. Primary data were collected using questionnaire and frequency distribution, percentage, mean, standard deviation, Pearson Correlation Coefficient and logistic regression were used to analysed the data collected. The result shown that Facebook ( = 3.6), WhatsApp ( = 3.1), and SMS ( = 3.0) were the major digital marketing tools utilized. The major benefit of digital marketing tools are increased sales (91.1%), improved access to market information (88.0%), and enhanced communication with buyers (87.0%). Ease of use (P<0.001), age (P<0.001), extension contact (P<0.000), farm size (P<0.023), and sex (P<0.000) are the influencing factors the use of digital marketing tools. Pearson correlation coefficient analysis demonstrated a significant positive relationship (P<0.000) between benefits and farmers’ utilization of digital marketing tools. The research concludes that digital marketing increases sales, access to market and enhanced communication with buyers among livestock farmers in the study area. The study concludes that digital marketing tool increases sales, access to market and enhanced communication with buyers.  Extension Agents in Taraba State should develop and disseminate easy-to-use digital marketing applications tailored to farmers’ needs.