Harnessing Social Media for Nascent Agribusiness Entrepreneurs in a Peri-Urban Community in Nigeria: Implications for Business Performance

Shittu Bisi Agnes (), Kavanah Marie and Zhou Xujuan
Additional contact information
Shittu Bisi Agnes: University of Southern Queensland, Australia
Kavanah Marie: University of Southern Queensland, Australia
Zhou Xujuan: University of Southern Queensland, Australia

Journal of Agribusiness and Rural Development, 2025, vol. 77, issue 3, 362-370

Abstract: This paper examines how the use of social media impacts the performance of businesses among new agriculture entrepreneurs in a peri-urban neighbourhood in southwestern Nigeria. The survey, conducted between May and July 2024, involved 100 people who began their own agribusiness during the last five years and are still running it. A multi-stage sampling process was employed. The research methodology was cross-sectional, and data were collected using a structured questionnaire. Business performance was measured as a composite of growth, profit and sustainability indicators. The Chi-square test and multiple linear regression were applied. The results showed that the majority (52%) of respondents agreed that social media use improves agricultural performance. At the bivariate level of analysis, it was found that social media usage (p = 0.001) and marital status (p = 0.01) have a significant relationship with opportunity identification, while social media usage (p = 0.002) has a strong association with business performance. We determined that social media use strongly predicts business performance (Coef = 0.2089, p = 0.034) after accounting for other important independent variables. The study indicated that improving agribusiness performance among nascent entrepreneurs in peri-urban settings can be achieved by focusing efforts on increasing digital inclusion, particularly social media use, among the population.

Keywords: social media; business performance; peri-urban; opportunity identification; Nigeria (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.17306/j.jard.2025.3.000021r2 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:pojard:v:77:y:2025:i:3:p:362-370:n:1006

DOI: 10.17306/j.jard.2025.3.000021r2

Access Statistics for this article

Journal of Agribusiness and Rural Development is currently edited by Agnieszka Baer-Nawrocka

More articles in Journal of Agribusiness and Rural Development from Sciendo
Bibliographic data for series maintained by Peter Golla ().