UTILIZATION OF SOCIAL MEDIA PLATFORMS FOR MARKETING OF COCOA AND CASHEW NUTS IN OGBOMOSO METROPOLIS.

This study investigates the utilization of social media platforms for the marketing of cocoa and cashew nuts in Ogbomoso metropolis. The research aims to examine the extent to which marketers adopt social media tools, identify the most commonly used platforms, and evaluate their effectiveness in promoting agricultural products. A descriptive survey research design was employed, and data were collected from cocoa and cashew marketers through structured questionnaires. Findings revealed that platforms such as Facebook, WhatsApp, and Instagram are widely used for advertising, customer engagement, and expanding market reach. Social media marketing was found to significantly enhance product visibility, facilitate direct communication between sellers and buyers, and reduce marketing costs. However, challenges such as limited digital literacy, poor internet connectivity, and trust issues among buyers were identified as constraints to optimal utilization. The study concludes that social media platforms play a vital role in modern agricultural marketing and recommends increased training for marketers, improved internet infrastructure, and the development of trust-building strategies to enhance online transactions. Overall, the adoption of social media presents a viable opportunity for boosting the marketing performance of cocoa and cashew products in Ogbomoso metropolis.