Abstract

This study was designed to assess the use of E-marketing platforms among poultry farmers in Oyo State. Simple random sampling was used to select 35% of the 695 registered members of Poultry Association of Nigeria (PAN) to give a sample size of 243 respondents. Data were collected on the respondents’ personal characteristics, enterprise characteristics, types of E-marketing platforms available, and the use of E-marketing platforms using a structured questionnaire and analysed using descriptive statistics such as frequency counts, percentages, means and inferential Statistics such as Chi-square and Pearson Product Moment Correlation. The result revealed that 52.3% of poultry farmers were male with a mean age of 43. Sixty four percent had tertiary education, while 90.1% were married and the dominant religion was Christianity (78.2%). Majority of the respondents (79.0%) raised broiler birds. More than half of the respondents (51%) had poultry farming experience of 9years and number of labour was 6 persons. WhatsApp emerged as the most available E-marketing platforms (100%) followed by Facebook (91.4%), YouTube (86.8%), Google (70.0%) and TikTok (66.7%). The result revealed that WhatsApp emerged as the most frequently used platform for advertisements of poultry products with the mean value ( = 1.7654, sales of poultry products ( = 1.7449, customer feedback ( = 1.6831), price information = 1.6708), procurement of inputs for poultry production ( = 1.0453). There were correlations between educational qualification, age, poultry farming experience, and E-marketing usage. The result of the research showed that there was low utilisation of E-marketing platforms with a frequency count of 147 and 60.5 percent thus the research concluded that the use of E-marketing platforms was low. As a result of the percentage value and frequency counts of the low utilisation of E-marketing platforms among poultry farmers in Oyo State, it is recommended that the Poultry Association of Nigeria (PAN) should encourage diversification beyond WhatsApp and Facebook to include platforms like Instagram, Google, Websites, YouTube etc. to expand market reach and increase profitability.

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