IMPACT OF DIGITAL MARKETING ON FOOD SECURITY AMONG SMALL HOLDERS’ FARMERS IN NORTH EAST NIGERIA

This study investigates the impact of digital marketing on food security among smallholder farmers in Northeast Nigeria. A survey research design was adopted in this study, the population of this study was targeting smallholder farmers and agricultural cooperatives in the region. However, due to the diverse nature of this population, determining an exact number is challenging, making it impractical to cover the entire group. To address this, the study applied Cochran’s (1977) correction formula to determine an appropriate sample size, particularly when precise population data is unavailable. Data gathered through a structured questionnaire administered to 384 respondents across Northeast Nigeria. The collected data was then analyzed using inferential statistics. The study revealed that social media marketing has significant impact on food security among smallholder farmers in North East Nigeria i.e. (β = 0.163, t = 1.104, P = 0.000). In addition, the finding further revealed that mobile apps and SMS services have significant impact on food security among smallholder farmers in North East Nigeria since (β = 0.262, t = 1.165, P = 0.000). Lastly, the finding revealed that digital advertising has significant impact on food security among smallholder farmers in North East Nigeria (β = 0.193, t = 1.598, P = 0.000). However, the study recommends that government agencies, NGOs, and extension workers provide continuous training that equips smallholder farmers with the skills to effectively use social media for accessing markets, extension advice, and agricultural innovations. Also, it is recommended that more user-friendly agricultural apps and SMS services be developed and made affordable. In addition, it is recommended that farmers be encouraged and supported to use digital advertising channels to showcase their products, connect with buyers, and access quality inputs.