USE OF SOCIAL MEDIA TOOLS IN TECHNOLOGY TRANSFER AMONG MAIZE FARMERS IN OBIO/AKPOR LOCAL GOVERNMENT AREA, RIVERS STATE, NIGERIA

Abstract

The study examined the utilization of social media in technology transfer among maize farmers in Obio/Akpor Local Government Area, Rivers State, Nigeria. Specifically, the study was aimed at describing the socio-economic characteristics of the farmers; examining the influence of social media platforms on maize farming practices; identifying the agricultural technologies transferred through social media; evaluating the effectiveness of these platforms in technology transfer; and identifying the constraints to farmers. The population comprised 100 maize farmers registered under the Rivers State Agricultural Development Programme, selected through a multi-stage sampling technique. Data were collected via a structured questionnaire utilizing Likert-type scales and analyzed using descriptive statistics such as percentages and mean scores, with regression analysis applied to test the hypothesis at a 0.05 significance level. The results indicated that the majority of the farmers were female (53%), with most falling within the age range of 31–40 years (40%). A significant proportion of the respondents had secondary or tertiary education (32%), and the average household size was 3 persons. Facebook (38%) and YouTube (36%) were identified as the primary social media platforms facilitating technology transfer among maize farmers. The most commonly transferred agricultural technologies included conservation tillage (mean = 2.68), automated irrigation systems (mean = 2.61), and maize-legume rotation and intercropping (mean = 2.60). Social media platforms were particularly effective for providing visual demonstrations of farming techniques (mean = 2.77) and offering communication solutions for problem-solving (mean = 2.57). However, several constraints were noted, including high transportation costs (mean = 3.00), high costs of fertilizers and farm tools (mean = 2.90), and inadequate storage and processing facilities (mean = 2.77). Regression analysis indicated no significant relationship between socio-economic characteristics such as age, education, and household size, and the effectiveness of social media in technology transfer. The study concludes that while social media—particularly Facebook and YouTube—plays a vital role in the dissemination of agricultural technologies, infrastructural and financial challenges hinder its optimal effectiveness. Addressing these barriers is essential for enhancing the role of social media in promoting agricultural productivity and sustainability among maize farmers.