Objective: The general objective of this research was to determine the knowledge and use of social media platforms for marketing among pepper farmers in semi-urban areas of Benue State, Nigeria. Methods: the study made use of descriptive-survey design to elicit data from target respondents. The sample size was 344 pepper farmers in semi-urban areas in Benue state. Data were collected with the use of structured questionnaire, and the results were analysed using percentages, mean and standard deviation. Result: Many pepper farmers in semi-urban areas in Benue State were aware of social media platforms and have attempted to use one social media platform or the other. Facebook and WhatsApp were the major social media platforms used for marketing among pepper farmers in the area. Findings also revealed that cost-effectiveness, customer relationship, relationship with other pepper farmers, creating awareness, connecting with suppliers of farm inputs, and ability to create wider market were the benefits accrued to pepper farmers for using social media platforms in marketing. The challenges associated with using social media platforms for marketing among pepper farmers in semi-urban areas included constraints to effectively engage in farming, connection issues, compromising farmers’ privacy, lack of skills to use social media platforms and continuous negative comments which may discourage sales. Conclusion: Marketing among pepper farmers has been greatly enhanced since farmers can now utilise social media platforms to conduct marketing activities.
Aondofa Peter Kwaghtser (Mon,) studied this question.