EFFECTIVENESS OF DIGITAL COMMUNICATION TOOLS IN DISSEMINATING IMPROVED PRODUCTION INFORMATION AMONG POULTRY FARMERS IN AKWA IBOM STATE, NIGERIA

Abstract

The study examined the effectiveness of digital communication tools (DCTs)in disseminating improved poultry production information among poultry farmers in Akwa Ibom State, Nigeria. A multistage sampling technique was used to select 180 poultry farmers from three agricultural zones of the state. Primary data were collected using a structured questionnaire and analyzed with descriptive statistics and correlation analysis. The results showed that mobile phones were the most frequently used communication tool (x̅ = 2.63), followed by radio (x̅ = 2.28) and smartphones (x̅ = 2.22). In terms of perceived effectiveness, respondents indicated a high perception of the effectiveness of DCTs. They perceived digital communication tools to improve access to disease prevention information (x̅ = 3.18), facilitate easier access to improved poultry production information (x̅ = 3.17), increase awareness of modern poultry production techniques (x̅ = 3.08), and be effective in disseminating improved poultry production technologies (x̅ = 3.08). The study concluded that digital communication tools, particularly mobile phones and smartphones, are effective in disseminating improved poultry production information in the study area. It recommended enhancing farmers’ digital skills and strengthening digital agricultural extension services to improve poultry productivity in Akwa Ibom State.

Keywords: Digital communication tools, Effectiveness, Dissemination of improved information, Poultry farmers