UTILIZATION OF DIGITAL MARKETING TOOLS AMONG FISH FARMERS IN ILORIN WEST LOCAL GOVERNMENT AREA, KWARA STATE, NIGERIA

This study examined the utilization of digital marketing tools among fish farmers in Ilorin West Local Government Area, Kwara State, Nigeria. The specific objectives were to describe the socio -economic characteristics of the fish farmers, identify their sources of marketing information, examine the level and types of digital marketing tools used, assess the perceived benefits, and identify the constraints to their utilization. A two stage sampling technique was used to select 101 respondents from Egbejila community, and data were collected through a structured questionnaire. Descriptive statistics such as frequency, mean, and percentages were employed for data analysis, while inferential statistics such as chi-square and multiple regression were used for hypothesis testing. The results revealed that the average age of respondents was 35 years indicating a relatively young and productive age. The average household size was 5 persons with a majority having six years of fish farming experience. The farming population was male-dominated (92.1%), with 75.2% being married. WhatsApp and Facebook emerged as the most commonly used digital tools, with varying levels of usage across other platforms. The perceived benefits included increased customer base, improved market access, and increased sales, while major constraints were poor internet access, lack of digital skills, and high cost of data. The study concludes that digital marketing holds significant potential for enhancing market opportunities for fish farmers and recommends increased training, infrastructure development, and policy support to promote broader adoption.