Social media advertising of industrial agro-equipment and agribusiness intentions among residents of Abia State, Nigeria: implications for economic development

Abstract

Science, technology and innovations are said to be the chief cornerstone on which the economy of great nations is built. This is because their importance cannot be overemphasized especially when it concerns the agricultural sector. There has been an increase in the advertisement of industrial agro-equipment for agribusiness on social media which is believed to inspire an intention to go into agribusiness. Therefore, the objectives of this study were to ascertain Abia residents’ interest in agribusiness after exposure to social media advertising of industrial agro-equipment and to, determine the limitations that hinder Abia State residents’ from participating in agribusiness. Diffusion of Innovation theory and Technology Acceptance theory served as the theoretical framework for the study. The methodology for the study was survey research design. Findings of the study revealed that Abia State residents are highly exposed to social media advertisements of industrial agro-equipment which inspires their interest in agribusiness. Also, limitations such as lack of adequate funding, epileptic power supply, lack of adequate modern storage facilities, outdated industrial agro-equipment, insufficient industrial agro-equipment in the Nigeria market, insecurity, bad road networks, etc. hinders Abia State residents’ from participating in agribusiness. The study made elaborate efforts in drawing the attention and interest of the government, policy makers, farmers, potential farmers, stakeholders as well as investors to the benefits technologies and innovations such as industrial agro-equipment can provide to the agricultural sector once employed. The study recommended that government as well as policy makers should come up with high level implementations of structures and strategies that will create an enabling environment for STIs to be infused in the agricultural sector and providing adequate resources such as funding, industrial agro-machines, etc. needed for agribusiness which will in turn bring about economic growth and development.