INFLUENCE OF DIGITAL MARKETING STRATEGIES ON PERFORMANCE OF AGRIBUSINESS IN ONDO STATE

This study investigated the influence of digital marketing strategies on performance of agribusiness. The study examined how the adoptions of digital marketing enhance the performance of agribusinesses in Ondo State. Yamane’s formula was used to estimate a sample size of 392 respondents. The instrument for the study was administered on the participant through the use of questionnaire. The data analysis was done using the Statistical Product for Socials Sciences, Version 21.0 (SPSS 21.0). Socio-demographic variables and respondents' responses was summarized and presented using frequency tables and charts. Chi square was used to establish the relationship between digital marketing and performance levels in agribusiness and regression analysis was also used to test the hypotheses. The result revealed that short message text, social media, mobile application, online advertising and mobile marketing are the digital marketing strategies that are adopted by agribusinesses in Ondos state. The study also identified the challenges of implementing digital marketing strategies in agribusiness. The result of the tested hypotheses shows that there is significant relationship between digital marketing and agribusiness performance. Furthermore, there is significant relationship between Government Policies/ Initiatives on digital technology and adoption of digital marketing strategy. It was therefore recommended that Agribusiness firms that have not adopted digital marketing strategies should to a large extent adopt digital marketing in other to be competitive and improve organizational performance. Furthermore, government must invest in digital infrastructure and provide enabling environment for the private sector to invest in the infrastructure.