THE ROLE OF SOCIAL MEDIA IN PROMOTING AGROPRENUERESHIP DEVELOPMENT AMONG FARMERS IN OVIA NORTH EAST LOCAL GOVERNMENT AREA OF EDO STATE

ABSTRACT

This study explores the role of social media in promoting agropreneurship development among farmers in Ovia North East local Government area of Edo State. Given the significance of agriculture as a primary livelihood in the region, social media platforms offer opportunities to enhance agricultural productivity, expand market reach, and facilitate knowledge sharing. Using a descriptive survey design, data was collected from 125 agropreneurial farmers through structured questionnaires. Findings reveal a moderate level of awareness and knowledge of social media among farmers, with Facebook, WhatsApp, and YouTube being the most commonly used platforms. The study highlights the perceived benefits of social media, such as market expansion, networking, and cost reduction in marketing, while also identifying key challenges like poor internet connectivity, high data costs, and limited digital literacy. The study recommends targeted interventions, including digital literacy programs, infrastructure development, and policy support to enhance the effective use of social media in agropreneurship development.