THE USE OF SOCIAL MEDIA PLATFORMTOENCOURAGEYOUTHS TO VENTURE INTO AGRICULTURALPRODUCTION TO REDUCE THE COSTOFLIVING

ABSTRACT The objective of the study was to investigate the use of social media platforms to encourage Nigerian youths to venture into agricultural production as a means of addressing the high cost of living in society. The study aimed to orientate youths about the advantages of agriculture and highlight its potential to solve socio-economic challenges, particularly the rising cost of living. The study was grounded in the Uses and Gratifications Theory and Dif usion of Innovation Theory, the study provided insights into how social media platforms serve as tools for promoting agricultural awareness, connecting youths, and inspiring career shifts towards agriculture. Chapter Two reviewed related studies, focusing on howsocial media platforms foster knowledge dissemination, create community engagement, and inspire behavioral change. A survey method involving 150 respondents revealed that social media significantly impacted youths’ perception of agriculture. Findings showed that 75% of respondents emphasized social media’s role in promoting agricultural production among the youth. Many noted how platforms provided access to real-time updates, training opportunities, and motivational success stories that inspired themto view agriculture as a viable career option. The study concluded that social media has the potential to transform youths' perception of agriculture, encouraging them to embrace it as a career and contributing to societal ef orts to lower the cost of living. The study recommended that unlimited internet access and adequate information on agricultural production be provided to maximize social media’s impact on youth engagement in agriculture. Keywords: Social media, agriculture, Nigerian youth, cost of living, agricultural production, career shift, socio-economic challenges.