Transforming Cocoa Farming Through Digital Innovation: Social Media Adoption among Farmers in Osun State, Nigeria

Oluwatosin Omotola Ajayi; Festus Abiodun Akinrotimi; Thomas Tope Afolayan; Boladale Esther Afelumo; Ayoola Ibukun Ogunyemi

doi:10.59890/ijefbs.v3i5.158

Authors

Oluwatosin Omotola Ajayi Department of Economics and Finance for Development, The University of Bradford, United Kingdom
Festus Abiodun Akinrotimi Ondo State Produce Inspection Service, Ministry of Agriculture and Forestry, Alagbaka, Akure, Ondo State
Thomas Tope Afolayan Department of Agricultural and Resource Economics, Federal University of Technology, Akure
Boladale Esther Afelumo Department of Agricultural and Resource Economics, Federal University of Technology, Akure
Ayoola Ibukun Ogunyemi Obafemi Awolowo University, Ile-Ife, Osun State

DOI:

https://doi.org/10.59890/ijefbs.v3i5.158

Keywords:

Social Media, Digital Agriculture, Cocoa Farmers, Innovation Adoption, Nigeria

Abstract

Agriculture in sub-Saharan Africa is undergoing digital transformation, with social media emerging as a key driver of innovation and knowledge exchange. This study examined the adoption of social media platforms among cocoa farmers in Osun State, Nigeria. Primary data were collected from 300 cocoa farmers across five purposively selected Local Government Areas using a structured questionnaire complemented by key informant interviews. Descriptive statistics were used to summarize farmer profiles and usage patterns, while a binary logit regression model was employed to identify determinants of adoption. Results revealed that cocoa farming in the study area is dominated by middle-aged, married men with moderate education levels and nearly universal access to mobile phones. WhatsApp (80%) and Facebook (60%) were the most widely used platforms, primarily for accessing market information, learning improved farming practices, and communicating with extension agents. Regression analysis showed that education, income, farm size, cooperative membership, extension contact, smartphone ownership, internet access, and credit availability significantly increased the likelihood of adoption, while older age and longer farming experience negatively influenced adoption. Key constraints included poor internet connectivity, high data costs, limited digital literacy, and inadequate extension support. The study concludes that social media has considerable potential to transform cocoa farming by bridging information gaps, enhancing market access, and supporting innovation diffusion.

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