Utilization of Digital Marketing Tools among Livestock Farmers in Taraba State, Nigeria
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Abstract
This study examined the utilization of digital marketing tools among livestock farmers in Taraba State, Nigeria. It specifically examined the types of digital marketing tools available to livestock farmers, the digital marketing tools that are currently used by livestock farmers, the level of utilization of the digital marketing tools. A multi-stage sampling procedure was employed to select 384 respondents for this study. Data were collected primarily through questionnaires administered to livestock farmers. The data collected were analyses using descriptive statistics such as frequency table, percentage, mean, and standard deviation, along with Chi-square tests. The findings reveal that Facebook (90.1%), WhatsApp (87.2%), and SMS (69.0%) were the most utilized digital marketing tools. Despite a statistically significant chi-square test suggesting an association, the weak and non-significant correlation coefficients indicate that the type of livestock farmed has little to no practical effect on farmers' utilization of digital marketing tools. Given the high usage and utilization of Facebook, WhatsApp, and SMS among farmers, extension services and agricultural marketers should prioritize these platforms to disseminate information, provide training, and support farmers in optimizing their digital marketing strategies.
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Copyright (c) 2026 Ashasim, T. I., James B. D., Shintema, B. (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
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