Assessing the effects of social media adoption on poultry farm management practices in Delta state, Nigeria

Abstract

The poultry industry is a vital sector in Nigeria's agricultural landscape, contributing significantly to food security and economic growth. This study investigates the effects of social media adoption on poultry farm management practices in Delta State, Nigeria and also identify its effects on farm productivity. This study employed a mixed method approach such as the Focus Group discussion method and Interview method. Questionnaire were designed to collect data for analysis. Both descriptive statistics, inferential statistics, were used to analyze the generated data. This study investigated the adoption of social media among poultry farmers in the study area. The results show that, 180% of poultry farmers adopted WhatsApp as their primary platform for day-to-day transactions, market information, and communication. The Regression analysis revealed significant positive relationships between social media adoption and educational level (coefficient: 2.7865), Farm size (coefficient: 2.5286), frequency of extension contacts (coefficient: 2.8057), membership in an association (coefficient: 2.1750). Conversely, age showed a negative relationship with social media adoption (coefficient: -2.4646), indicating that younger farmers are more likely to adopt social media technology. The R-squared value (0.5396) suggests approximately 53.96% of the variation in social media adoption and farm productivity can be explained by the included variables.