Effects of virtual marketing on consumer behaviour among agricultural small-scale farmers

Abstract

Due to the increased access to the internet worldwide, most businesses have decided to move from the usual analog marketing techniques such as face-to-face marketing to the use of virtual/digital marketing. This has led to increased sales and income to manufacturers, encouraging further production. Virtual marketing increases sales through wider market access through social media and other internet accessories in less time. However, while some industries such as manufacturing and processing have made strides to embrace virtual marketing and increase their sales, the agricultural sector has lagged behind for years. This study therefore seeks to determine whether virtual marketing significantly affects production in the agricultural sector using macadamia production in Embu County, Manyatta County. The market equities theory and social media theories are examined to analyze their relevance to this thesis. The region is chosen for this study purpose because of the high number of macadamia farmers and the recent increased use of the crop for commercial purposes, especially around the University of Embu and markets such as Gakwegori and Kangaru. Variable data will be collected through structured questionnaires that will be randomly administered to macadamia farmers within the stated scope of the study. This study will use both descriptive and regression analysis to analyze the relationship between Facebook, WhatsApp and twitter marketing and annual yield of macadamia production. This study used both descriptive and regression analysis to analyze relationship between Facebook, WhatsApp and twitter marketing and banana production yield per year using farm size as intervening variable. the study collected data on other variables such as gender distribution of farmers, educational level which considered an important factor in enhancing productivity in the agricultural sector. Through regression analysis, this study found that WhatsApp, Facebook and twitter marketing influence agricultural production positively at 10% confidence level. Twitter and Facebook marketing were found to have greatest effect on macadamia production in Manyatta constituency accounting for about 21.87% and 21.18% changes in production respectively holding other factors constant. In terms of educational level, this study found that most of the famers in the area have O level as highest educational level. Majority of the famers also small-scale famers conducting macadamia faming on a land less than 5 acres. This study also revealed that most famers sell their macadamia products to their neighbours followed by processing firms then online customers.