Economic Effect of Social Media on Small Scale Poultry Farmers, Evidence from Nigeria

Subject Areas : Extension and Economic

Abraham  Falola ¹ (Department of Agricultural Economics and Farm Management, University of Ilorin, Nigeria)
Ridwan  Mukaila ² (Department of Agricultural Economics, University of Nigeria, Nsukka, Nigeria)
Abisola  Kudabo ³ (Department of Agricultural Economics and Farm Management, University of Ilorin, Nigeria)

Received: 2021-07-06 Accepted : 2021-08-23 Published : 2021-09-01

Keywords: profitability, social media, poultry business, ICT usage,

Abstract :

Social media has transformed communication and interaction of people globally, thereby impacting businesses positively. Its usage and effects on poultry farming have gained little or no attention. Thus, this study assessed the level, purpose and constraints in usage, including the effect of social media on poultry farmers profitability. Data collected from 150 poultry farmers were analysed using descriptive statistics, gross margin and multiple regression. The results revealed that 90.7% of the farmers used social media in poultry management frequently. Farmers used social media to sell their products, acquire skills, obtain information on pest and disease control, and input supply. Meanwhile, the farmers faced some challenges such as poor and high cost of internet service, and poor power supply in using social media. The poultry farmers had a gross margin of N101,875.13 ($247.60) with a profitability index of 0.96 and an operating ratio of 0.51. The use of social media increased the profitability of poultry farming business. Farming experience, education, access to credit and cost of feeds and drugs also influenced the profitability of poultry business. Thus, the government has a key role to play in regulating and reducing the internet tariff plan charged by the network providers to enhance the use of ICTs in agriculture which will, in turn, enhanced profitability.

References:

1. Adebayo, E. L & Adesope, O. M. (2007). Awareness, access and usage of information and communication technologies between female researchers and extensionists. International Journal of Education and Development Using Information and Communication Technology, 3(1), 85-93.


2. Ajani, E. N. (2010). Constraints to effective use of information communication technologies (ICTs) among small-scale farmers in Anambra State, Nigeria. International Journal of Agricultural Science, Research and Technology, 2(3), 117–122.


3. Akanbi, O. S.-U., Oloruntola, D. S., Olatunji, S. O., & Mukaila, R. (2020). Economic analysis of poultry egg production in Kwara State, Nigeria. Journal of Economics and Allied Research, 4(3), 57–71.


4. Aker, J. (2010). Information from markets near and far: mobile phones and agricultural markets in Niger. American Economic Journal: Applied Economics, 2, 46-59.


5. Anh, N.H., Bokelmann, W., Thuan, N.T., Nga, D.T., & Minh, N. (2019). Smallholders’ preferences for different contract farming models: empirical evidence from sustainable certified coffee production in Vietnam J. Sust., 11 (14) 1-26. https://doi.org/10.3390/su11143799.


6. Arokoyo, T. (2005). ICTs application in agricultural extension service delivery. In: Adedoyin S.F. (ed) Agricultural Extension in Nigeria. Ilorin: Agricultural Extension Society of Nigeria.


7. Balkrishna, B. B., & Deshmukh, A. A. (2017). A Study on role of social media in agriculture marketing and its scope. Global Journal of Management and Business Research: E-Marketing, 17(1), 1–5.


8. Bereir, A. M. (2020). Impact of COVID19 on Sudan agriculture: The role of agricultural extension during the pandemic era. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems, 10(1), 43–49.


9. Conley, T. G. & Udry, C. R. (2010). Learning about new technology; pineapple in Ghana. American Economic Review, 100(1), 35-69.


10. Egwue, O. L., Agbugba, I. K., & Mukaila, R. (2020). Assessment of rural households food insecurity during covid-19 pandemic in South-east Nigeria. International Journal of Research -GRANTHAALAYAH, 8(12), 182–194. https://doi.org/10.29121/granthaalayah.v8.i12.2020.2713.


11. Falola, A. & Adewumi, M. O. (2013). Impact of mobile Telephony on technical efficiency of farmers in Nigeria. Journal of Sustainable Development in Africa, 15(6), 86-100.


12. Jameson, B.A. (2018). Cultural difference and information technology acceptance. Proceedings of the 7th Annual Conference of the Southern Association for Information Systems. Savannah, Georgia, USA, February 27-28, pp 156-161.


13. Kapoor, R. T. (2014). Application of information and communication technology for dissemination of agricultural information among farmers: challenges and opportunities. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems, 4(2), 83–91.


14. Mousaei, M., & Sayednezhad, M. A. (2021). The impact of information and communication technology on agricultural systems and the transition to food stability and security (case study: Agricultural Jihad Organization, Khuzestan Province. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems, 11(1), 41–53.


15. Mukaila, R., Falola, A., & Omotesho, O. A. (2020). Food security status: its drivers and coping strategies among vegetable farming households. Cercetări Agronomice În Moldova, 53(4), 414–425. https://doi.org/10.46909/cerce-2020-035


16. Mukaila, R., Obetta, A. E., Awoyelu, F. E., Chiemela, C. J., & Ugwu, A. O. (2021). Marketing analysis of vegetables: the case of carrot and cucumber marketing in Enugu State, Nigeria. Turkish Journal of Agriculture - Food Science and Technology, 9(2), 346–351. https://doi.org/https://doi.org/10.24925/turjaf.v9i2.346-351.4000


17. National Population Commission. (2006). Population Figures. Abuja (FCT): NPC.


18. Nlerum, F. E., & Onowu, E. O. (2014). Information communication technologies in agricultural extension delivery of Agricultural Transformation Agenda. International Journal of Agricultural Science, Research and Technology in Extension and Education Systems, 4(4), 221–228.


19. Obetta, A. E., Achike, A. I., Mukaila, R., & Bala Taru. (2020). Economic analysis of marketing margin of banana and plantain in Enugu state, Nigeria. African Journal of Agriculture and Food Science, 3(4), 52–62.


20. Omotesho, K. F., Ogunlade, I. & Muhammad-Lawal, A (2012). Assessment of access to information and communication technology among agricultural Extension officers in Kwara state, Nigeria, Asian Journal Agricultural and Rural Development, 2(2), 220-225


21. Pratiwi, A., & Suzuki, A. (2017). Effects of farmers’ social networks on knowledge acquisition: lessons from agricultural training in rural Indonesia. Journal of Economic Structures, 6(8), 1–23. https://doi.org/10.1186/s40008-017-0069-8


22. Sokoya, A. A., Onifade, F.N. & Alabi, A. O (2012). Establishing connections and networking: The role of social media in agricultural research in Nigeria. Paper presented at the 28^th IFLA general conference and assembly.