IMPACT OF DIGITAL MARKETING ON AGRICULTURAL PRODUCT SALES: A CASE STUDY OF SMALLHOLDER FARMERS IN NIGERIA

Abstract

The aim of this research was to examine the impact of digital marketing on agricultural product sales through a case study of smallholder farmers in Nigeria. Nigeria is coping with a number of legal, cultural, political, social, and economic challenges. Many people still live in abject poverty and inhabitable conditions. Utilising digital marketing is made more difficult by the fact that the majority of Nigeria's smallholder farmers operate in areas without reliable internet access or the internet. Likewise, the household farmers, apart from lacking funds and resources, most of them are low in computer proficiency and also lack trustworthy staff to manage online marketing and sales. Hence, despite the potential of digital marketing to boost incomes and improve the supply chain, it has no serious impact on agricultural product sales. However, it is also evident researchers have not fully assessed or placed enough focus on the level at which digital marketing influences agricultural product sales. Therefore, the goal of this study is to close that disparity. To test the application of the researched "constructs," a contextualised and literature-based research instrument was used in this study. Applying the survey approach, 100 respondents from Ogun State, Nigeria, provided sample data for the study. All of the administered questionnaires were deemed viable, indicating an effective response rate of 100%. Positive proof of the research instrument's validity and reliability was shown. The study's conclusion makes it abundantly evident that, even if digital marketing has the ability to increase earnings and enhance the supply chain, it has little effect on Nigerian smallholder farmers' sales of agricultural products. The results will aid in comprehending the extent to which Nigerian household farmers prioritise digital marketing to improve agricultural product sales. The study will also serve as a manual for scholars and practitioners in other developing nations.