STRATEGIES FOR USING SOCIAL MEDIA IN DELIVERING AGRICULTURAL EXTENSION SERVICES IN URBAN AREAS IN NIGERIA (KANO METROPOLIS)

ABSTRACT

The use of social media as a communication tool has transformed various sectors, including agriculture, by providing innovative platforms for delivering extension services. In urban areas of Nigeria, particularly in Kano Metropolis, the integration of social media into agricultural extension services holds significant potential for improving the efficiency and reach of extension activities. This research investigates the strategies for leveraging social media to deliver agricultural extension services effectively, aiming to enhance information dissemination, increase farmer engagement, and improve agricultural practices in urban settings.

The study explores various social media platforms such as Facebook, WhatsApp, and YouTube, which are popular among urban populations. It identifies their unique features and evaluates how these platforms can be utilized to share timely and relevant agricultural information, promote interactive learning, and foster collaborative problem-solving among farmers, extension agents, and stakeholders. Additionally, the research examines the challenges and barriers associated with adopting social media in agricultural extension, including issues related to digital literacy, access to technology, and the affordability of internet services.

Through a mixed-methods approach combining surveys, interviews, and case studies, this study gathers insights from extension officers, urban farmers, and agricultural organizations operating in Kano Metropolis. The findings reveal critical strategies, such as creating tailored content for specific agricultural needs, utilizing multimedia tools for demonstrations, and leveraging group interactions to encourage peer-to-peer learning. The study also highlights the role of partnerships between government agencies, private organizations, and social media influencers in scaling up these efforts.

The results underscore the potential of social media to bridge the communication gap in urban agricultural extension, offering a cost-effective and accessible alternative to traditional methods. By addressing the identified challenges and implementing the proposed strategies, this research contributes to enhancing the effectiveness of agricultural extension services, ultimately promoting sustainable urban agriculture and improving the livelihoods of urban farmers in Nigeria.


 

TABLE OF CONTENTS

ABSTRACT. ii

TABLE OF CONTENTS. iv

 

CHAPTER ONE. 1

INTRODUCTION. 1

1.1 Background to The Study. 1

1.2 Statement of The Problem.. 4

1.3 Objectives of The Study. 6

1.4 Research Questions. 6

1.5 Research Hypothesis. 7

1.6 Significance OF THE Study. 7

1.7 Scope of The Study. 8

1.8 Limitations of The Study. 8

1.9 Organization of The Study. 8

1.10 Definition of Terms. 9

 

CHAPTER TWO.. 12

REVIEW OF RELATED LITERATURE. 12

2.1 Introduction. 12

2.2 Theoretical Review.. 13

2.2.1 Diffusion of Innovations Theory. 13

2.2.2 Technology Acceptance Model (Tam) Theory. 13

2.2.3 Social Network Theory. 14

2.2.4 Knowledge Management Theory. 14

2.3 Conceptual Review.. 15

2.3.1 Overview of Key Concepts. 15

2.3.2 Harnessing Popular Social Media Platforms. 15

2.3.3 Creating Targeted Content 15

2.3.4 Promoting Collaborative Networks. 16

2.3.5 Utilizing Influencers and Advocates. 16

2.3.6 Interactive Training Sessions. 16

2.3.7 Encouraging User-Generated Content 16

2.3.8 Integration with E-Commerce Platforms. 17

2.3.9 Localized Language Use. 17

2.3.10 Leveraging Data Analytics. 17

2.3.11 Building Trust and Credibility. 17

2.4 Empirical Review.. 18

2.5 Summary of Literature Review.. 20

 

CHAPTER THREE. 22

RESEARCH METHODOLOGY. 22

3.1 Introduction. 22

3.2 Research Design. 22

3.3 Study Area. 22

3.4 Population of The Study. 23

3.5 Sampling Techniques. 23

3.6 Data Collection Instruments. 23

3.7 Validation and Reliability of Instruments. 24

3.8 Data Collection Procedure. 24

3.9 Data Analysis Methods. 24

3.10 Ethical Considerations. 25

3.11 Limitations of The Methodology. 25

 

CHAPTER FOUR. 27

DATA ANALYSIS AND INTERPRETATION. 27

4.1 Preamble. 27

4.2 Socio-Demographic Characteristics of Respondents. 27

4.3 Analysis of The Respondents’ Views on Research Question One: 31

4.4 Research Hypothesis. 44

4.5 Discussion of Findings. 47

 

CHAPTER FIVE. 50

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS  50

5.1 Summary of Findings. 50

5.2 Conclusion. 51

5.3 Recommendations. 51

REFERENCES. 54

APPENDICES. 58

APPENDIX I; RESEARCH QUESTIONNAIRE: STRATEGIES FOR USING SOCIAL MEDIA IN DELIVERING AGRICULTURAL EXTENSION SERVICES IN URBAN AREAS IN NIGERIA (KANO METROPOLIS) 58

 

 

 

 

 

 

 

 

 

 

 


CHAPTER ONE

INTRODUCTION

1.1 Background to The Study

The economic history of Nigeria cannot be written without reference to the contribution of agriculture. It is considered a basic requirement for economic development. This is because it has the potential to spur industrial development. The experiences of some developed countries provide a striking example of how agriculture can go beyond its primary function of providing food and fiber (Humbert, 2000). In the earliest phase (the first decade of independence), Nigeria's economic planning and development was based on agriculture, leading some to refer to the Nigerian economy as an agrarian economy (Ogen 2003).

Agriculture contributes enormously to the Nigerian economy in various ways, namely by providing food to the growing population; supplying a growing industrial sector with sufficient raw materials (and labor); an important source of employment; generating foreign exchange earnings; and providing a market for the industrial sector's products.

Despite the slow growth of agriculture and food production in Nigeria, agriculture still remains the backbone of the economy. It has a strong impact on the national economy and provides significant entrepreneurial opportunities to a large proportion of the population, particularly at the subsistence level (Central Bank of Nigeria, 2006).

An increase in agricultural productivity depends primarily on the adoption of cultural and technological changes at the agricultural level. To improve agriculture in Nigeria, farmers must adopt and implement recommended scientific farming techniques instead of relying on traditional practices. Nigeria cannot achieve higher agricultural productivity at the farm level without providing basic agricultural education, particularly non-formal or secondary education, which can transition farmers from traditional to advanced agriculture, thereby improving the overall quality of life (Anaeto et al., 2012). Agricultural expansion is critical to improving the agricultural sector worldwide and benefits smallholder farmers, sustainability and income convergence over time (Umar & Mahmood, 2007).

Effective extension services are crucial to improving the livelihoods of farmers, particularly in developing countries (Ani, 2007). The use of social media has revolutionized communication in various sectors, including agriculture, by facilitating the dissemination, integration and interaction of information in real time. In urban areas of Nigeria where technological advancement and smartphone penetration are steadily increasing, social media platforms such as Facebook, WhatsApp, Twitter and Instagram are becoming important tools for the delivery of agricultural extension services.

These platforms enable agricultural stakeholders to bridge information gaps, promote collaboration and address challenges in urban agriculture such as: B. limited space, resource management and market access. The growing urban population in Nigeria presents both a challenge and an opportunity for the use of social media in agriculture (Oni et al., 2022; Adeyemo, 2020). An effective strategy for using social media in agricultural extension services is to create targeted, tailored content tailored to the unique needs of urban farmers. This content can include educational videos, infographics, and posts about best practices in urban farming techniques like vertical gardening and aquaponics. Such digital resources help demystify complex agricultural concepts and promote the widespread adoption of innovative techniques (Ibrahim & Sanni, 2021). Furthermore, the use of local languages and culturally relevant materials on social media ensures that information is accessible to diverse groups of urban farmers, increasing inclusivity and impact (Okoroafor & Alabi, 2019).

Another key strategy is to create online communities or groups where urban builders, advisors and experts can share ideas and solutions. Platforms such as WhatsApp groups and Facebook forums serve as virtual hubs for networking and troubleshooting common issues such as pest control or soil health in urban contexts.

Additionally, these groups allow extension officers to monitor trends, collect feedback, and refine their services to meet the changing needs of urban farmers (Adewale et al., 2023). This participatory approach not only promotes trust but also enables farmers to take a proactive role in their agricultural endeavors (Eze & Olatunji, 2022). Finally, social media analytics tools provide a strategic advantage for agricultural expansion in urban Nigeria.

By analyzing metrics like engagement rates and audience demographics, consultants can assess the effectiveness of their communications strategies and optimize their outreach efforts. For example, insights from Twitter analytics can reveal popular topics or preferred content formats, allowing officials to effectively tailor their campaigns (Adekunle & Balogun, 2021). By leveraging these strategies, social media holds significant potential to improve agricultural extension services in urban areas, ensure food security and promote sustainable practices.Top of Form

 

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1.2 Statement of The Problem

Urban areas in Nigeria are experiencing rapid population growth, leading to increased pressure on food systems and the need for innovative agricultural practices. However, many urban farmers face challenges in accessing timely, relevant, and practical agricultural information due to the limited reach of traditional extension services. Conventional methods, such as face-to-face training and printed materials, are often inadequate for addressing the unique challenges of urban farming, including limited land availability, water management, and pest control. In this context, social media has emerged as a promising tool to bridge these gaps by enabling quick dissemination of information and fostering engagement among stakeholders. Despite its potential, the effective use of social media for agricultural extension in urban areas of Nigeria remains underexplored, with issues such as digital literacy, content relevance, and trust in online sources hindering its adoption (Adeyemo, 2020).

 

Furthermore, there is a lack of structured strategies to harness the capabilities of social media for urban agricultural extension services. Most existing efforts are ad hoc, failing to leverage analytics, tailor content for specific demographics, or establish consistent communication channels between farmers and extension agents. Urban farmers are often left out of broader agricultural innovation strategies due to the misconception that rural areas are the primary focus of extension services. Without clear strategies for utilizing social media, the potential to enhance urban agricultural productivity and sustainability is significantly undermined. Addressing these challenges requires a comprehensive approach to integrate social media into extension frameworks effectively (Oni et al., 2022).Top of Form

 

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1.3 Objectives of The Study

The main objective of the study is to examine Strategies for using social media in delivering agricultural extension services in Urban Areas in Nigeria. Specific objectives of the study are:

  1.   Identify the most effective social media platforms for delivering agricultural extension services to urban dwellers in Nigeria.
  2.  Assess the impact of social media-based agricultural extension services on the knowledge, attitudes, and practices of urban residents in Nigeria.
  3. Examine the challenges and opportunities associated with using social media for agricultural extension in urban areas of Nigeria.

1.4 Research Questions

To guide the study and achieve the objectives of the study, the following research questions were formulated:

  1.   Which social media platforms are most widely used by urban dwellers in Nigeria, and how can these platforms be leveraged to disseminate agricultural information effectively?
  2. How can social media be used to create interactive and engaging content that resonates with urban audiences and motivates them to adopt sustainable agricultural practices?
  3. What are the specific challenges and opportunities associated with using social media for agricultural extension in urban areas, and how can these challenges be addressed to maximize the impact of these services?

1.5 Research Hypothesis

The following research hypothesis was developed and tested for the study:

Ho: There is no significant relationship between the use of social media strategies and the effectiveness of agricultural extension services in urban areas of Nigeria.

1.6 Significance OF THE Study

The study is important for many reasons. The following are the major stakeholders this paper through its practical and theoretical implications and findings will be of great significance:

Firstly, the paper will benefit major stakeholders and policy makers in the Agric Extension sector. The various analysis, findings and discussions outlined in this paper will serve as a guide in enabling major positive changes in the industry and sub-sectors.

Secondly, the paper is also beneficial to the organizations used for the research. Since first hand data was gotten and analyzed from the organization, they stand a chance to benefit directly from the findings of the study in respect to their various organizations. These findings will fast track growth and enable productivity in the organizations used as a case study.

Finally, the paper will serve as a guide to other researchers willing to research further into the subject matter. Through the conclusions, limitations and gaps identified in the subject matter, other student and independent researchers can have a well laid foundation to conduct further studies.

1.7 Scope of The Study

The study is delimited to Kano Metropolis. Findings and recommendations from the study reflects the views and opinions of respondents sampled in the area. It may not reflect the entire picture in the population.

1.8 Limitations of The Study

The major limitations of the research study are time, financial constraints and delays from respondents. The researcher had difficulties combining lectures with field work. Financial constraints in form of getting adequate funds and sponsors to print questionnaires, hold Focus group discussions and logistics was recorded. Finally, respondents were a bit reluctant in filling questionnaires and submitting them on time. This delayed the project work a bit.

1.9 Organization of The Study

The study is made up of five (5) Chapters. Chapter one of the study gives a general introduction to the subject matter, background to the problem as well as a detailed problem statement of the research. This chapter also sets the objectives of the paper in motion detailing out the significance and scope of the paper.

Chapter Two of the paper entails the review of related literature with regards to corporate governance and integrated reporting. This chapter outlines the conceptual reviews, theoretical reviews and empirical reviews of the study.

Chapter Three centers on the methodologies applied in the study. A more detailed explanation of the research design, population of the study, sample size and technique, data collection method and analysis is discussed in this chapter.

Chapter Four highlights data analysis and interpretation giving the readers a thorough room for the discussion of the practical and theoretical implications of data analyzed in the study.

Chapter Five outlines the findings, conclusions and recommendations of the study. Based on objectives set out, the researcher concludes the paper by answering all research questions set out in the study.

1.10 Definition of Terms

  1. Social Media Platforms

Digital tools and applications, such as Facebook, WhatsApp, Twitter, and Instagram, that enable users to share information, interact, and communicate in real time. These platforms are pivotal for disseminating agricultural knowledge and connecting urban farmers with extension officers.

  1. Agricultural Extension Services

Structured programs designed to provide technical support, education, and resources to farmers to improve productivity, sustainability, and profitability. In urban areas, these services focus on backyard farming, urban gardening, and innovative farming techniques.

  1. Urban Agriculture

The practice of cultivating, processing, and distributing food in and around urban areas. It encompasses a variety of activities, such as rooftop farming, vertical gardening, and aquaponics, which can be supported through targeted social media campaigns.

  1. Content Marketing

The creation and distribution of valuable, relevant, and consistent content tailored for urban farmers. This includes videos, infographics, and articles shared via social media to educate and inform farmers about modern farming techniques and best practices.

  1. Digital Literacy

The ability of individuals, including urban farmers, to access, understand, and effectively use digital tools and platforms. Enhancing digital literacy is critical for the success of social media-based agricultural extension services.

  1. Community Engagement
    The process of fostering interaction and participation among urban farmers, agricultural experts, and other stakeholders through social media. This strategy builds networks, encourages knowledge-sharing, and strengthens the agricultural community in urban areas.
  2. Feedback Mechanisms

Systems implemented via social media to gather input, questions, and concerns from urban farmers. This allows agricultural extension officers to tailor their support and address specific challenges faced by urban farmers in real time.