ISSN 2360-7971
Abstract
This study assessed social media use among tomato farmers in Makurdi Local Government Area of Benue State, Nigeria. The study population comprised tomato farmers in the area, from which 100 respondents were selected using a multistage sampling technique. Primary data were collected through the administration of structured questionnaires. Descriptive statistics such as frequencies, percentages, and means were used to summarise the data, while inferential statistics, including chi-square and regression analysis, were employed to determine relationships between variables. Results revealed that the majority of respondents were within the youthful age category, with 67% aged between 26 and 35 years, and 61% were male. Most respondents (46%) had attained tertiary education, indicating a high level of literacy among tomato farmers. The most commonly used social media platforms were WhatsApp (92%), Facebook (85%), and YouTube (41%). Farmers reported several benefits of using social media such as improved market access (96%), faster access to agricultural information (70%), and enhanced communication with traders and fellow farmers (84%). Findings also showed that major constraints to effective use of social media included poor internet connectivity (96%), high cost of data (88%), lack of smartphones (45%), and insufficient digital literacy skills (59%). Regression results indicated that years spent in school (p = 0.001), age (p = 0.000), and household size (p = 0.000) significantly influenced farmers’ access to and use of social media for agricultural purposes. The study concluded that although social media plays a vital role in improving market opportunities and information flow among tomato farmers, infrastructural and economic challenges limit its full utilisation. It is recommended that efforts should be made to improve digital literacy, expand rural network coverage, reduce internet costs, and integrate social media into agricultural extension delivery.
Keywords: Assessment, Social media, Information sharing, Technology, Farmers