Economic Effect of Social Media on Small Scale Poultry Farmers, Evidence from Nigeria

social media has transformed communication and interaction of people globally, thereby impacting businesses positively. Its usage and effects on poultry farming have gained little or no attention. Thus, this study assessed the economic effect of social media on small scale poultry farmers in Nigeria. Specifically, this study identified the level of awareness of selected social media among poultry farmers, determined the level of usage of social media, assessed the profitability of poultry production and investigated the effect of social media on the profitability of poultry production. Data collected from 150 poultry farmers were analysed using descriptive statistics, gross margin and multiple regression. The results revealed that 90.7% of the farmers used social media in poultry management frequently; thus, were aware of social media. Farmers used social media to sell their products, acquire skills, obtain information on pest and disease control, and input supply. Meanwhile, the farmers faced some challenges such as poor and high cost of internet service, and poor power supply in using social media. Furthermore, poultry farming was profitable as the farmers had a gross margin of N101,875.13 ($247.60) with a profitability index of 0.96 and an operating ratio of 0.51. The use of social media increased the profitability of poultry farming business. Farming experience, education and access to credit also enhanced poultry profitability while cost of feeds and drugs reduced the profitability of poultry business. This study conclude that the use of social media plays a key role in poultry enterprise. Thus, the government has a key role to play in regulating and reducing the internet tariff plan charged by the network providers to enhance the use of ICTs in agriculture which will, in turn, enhanced profitability