EVALUATING THE EFFECTIVENESS OF DIGITAL EXTENSION PLATFORMS IN REACHING RURAL COCOA FARMERS IN NIGERIA ( A CASE STUDY OF IDANRE LOCAL GOVERNMENT AREA OF ONDO STATE)

ABSTRACT

The study evaluated the effectiveness of digital extension platforms in reaching rural cocoa farmers in Idanre Local Government Area of Ondo State. Using a cross-sectional survey design, data were collected from a sample of 300 cocoa farmers selected through a convenience sampling technique. Relevant conceptual, theoretical, and empirical literature were reviewed to provide a robust framework for the study. Descriptive and inferential statistics, including Chi-square tests, were employed to analyze the data and test the hypotheses. Findings revealed that there is a significant relationship between the adoption of digital extension platforms and the productivity of cocoa farmers in Idanre Local Government Area. Findings of the study also reveals that there is a significant relationship between digital literacy levels and the adoption of digital extension platforms by cocoa farmers. Findings also showed that the information provided through digital extension platforms is not significantly relevant or accessible to rural cocoa farmers. Findings of the study also reveals that cocoa farmers with better digital literacy are more likely to adopt digital extension platforms in their farming practices. Finally, findings of the study further reveal that barriers such as cost, network coverage, and socio-cultural factors significantly affect the adoption of digital extension platforms. It was therefore concluded that effectiveness of digital extension platforms plays a significant role in reaching rural cocoa farmers in Idanre Local Government Area of Ondo State. It was recommended that extension services should focus on delivering information in local languages, with practical examples that resonate with the farmers' daily agricultural practices.

CHAPTER ONE

INTRODUCTION

1.1. Background of the Study

Agriculture plays a pivotal role in Nigeria’s economy, serving as the primary source of livelihood for the majority of its rural population and contributing significantly to the nation’s Gross Domestic Product (GDP) (Beckman & Countryman, 2021; Oluwole et al., 2021). Among the various agricultural products, cocoa stands out as a crucial cash crop and a major source of foreign exchange earnings. Nigeria is one of the leading cocoa-producing countries globally, with states like Ondo, Osun, and Cross River contributing substantially to national production (Afolayan, 2020; Adekunle & Oyeniran, 2023). Cocoa farming supports millions of rural households, but despite its importance, the sector continues to face numerous challenges that undermine its potential for sustainable growth. These include aging plantations, climate change impacts, pest infestations, and limited access to improved farming practices and technology (Pawson et al., 2013).

One of the key obstacles faced by rural cocoa farmers in Nigeria, particularly in Idanre Local Government Area of Ondo State, is the inadequate provision of agricultural extension services (Ob et al., 2022). Traditional extension systems, which rely heavily on direct contact between extension agents and farmers, have proven insufficient due to structural and logistical challenges. With a high farmer-to-extension agent ratio, most rural farmers remain underserved, lacking access to critical information about modern agricultural techniques, pest control methods, and market trends (Warburton et al., 2011). The inability of traditional systems to adequately address these gaps has led to declining productivity, increased vulnerability to market fluctuations, and reduced profitability for smallholder farmers.

In recent years, digital extension platforms have emerged as a promising solution to the limitations of traditional agricultural extension services (Fabregas et al., 2019). Leveraging mobile technology, social media, and internet-based platforms, these systems provide an efficient and cost-effective means of delivering real-time agricultural information to farmers. Digital platforms enable access to resources such as weather updates, pest and disease management strategies, market prices, and financial services, often overcoming geographical and infrastructural barriers (Paul Jr et al., 2024). For cocoa farmers in Idanre, these platforms have the potential to bridge the knowledge and resource gaps that impede agricultural productivity, yet their adoption and effectiveness remain largely underexplored.

Despite the promise of digital platforms, several factors may influence their successful implementation and impact. Issues such as digital literacy, the affordability of mobile devices and internet services, network coverage in rural areas, and socio-cultural attitudes toward technology can affect farmers’ willingness and ability to adopt these innovations (Arvila et al., 2018). Furthermore, the content and relevance of the information provided by digital platforms play a critical role in determining their utility for farmers. In Idanre, where cocoa farming practices are deeply rooted in tradition, ensuring the cultural and contextual relevance of digital extension content is essential for effective engagement.

Moreover, the trust that farmers place in digital platforms and the organizations behind them can significantly impact adoption rates. Many rural farmers rely on word-of-mouth recommendations and interpersonal relationships to make decisions, which may limit their willingness to engage with unfamiliar digital tools (Han et al., 2020). Addressing these barriers requires not only technological solutions but also targeted strategies for building trust, raising awareness, and fostering digital skills among farmers.

It is based on this feedback that the present study seeks to evaluate the effectiveness of digital extension platforms in reaching rural cocoa farmers in Idanre Local Government Area.

1.2. Statement of the Problem

Cocoa farming is a significant economic activity in Nigeria, particularly in states like Ondo, where the crop is a primary source of income for many rural households. However, despite its importance, cocoa production in the country has been declining over the years due to a variety of challenges, including poor access to information on best practices, limited knowledge of pest and disease management, and a lack of timely market updates (Suh & Molua, 2022). Traditional agricultural extension services, which were established to address these issues, have proven ineffective in reaching the majority of smallholder farmers. This is especially true in rural areas like Idanre Local Government Area, where geographical and infrastructural challenges limit the capacity of extension agents to provide adequate support (Okunoye & Sanusi, 2018). Consequently, farmers often rely on outdated methods and face significant difficulties in improving their yields and incomes.

The emergence of digital extension platforms has been heralded as a potential solution to these challenges. By leveraging mobile phones, internet connectivity, and other digital tools, these platforms aim to provide farmers with real-time access to critical information, ranging from agronomic practices to market prices and weather updates (Kamal & Bablu, 2023). Despite their potential, the adoption and effectiveness of digital platforms in reaching rural farmers remain inconsistent. Factors such as low digital literacy, poor network coverage, the cost of accessing digital services, and resistance to new technology have been identified as significant barriers (Mechael et al, 2010). These limitations raise questions about the extent to which digital platforms can address the specific needs of cocoa farmers in areas like Idanre.

Furthermore, there is a lack of empirical evidence on how well these platforms meet the informational and operational needs of rural cocoa farmers. While some studies have highlighted the potential benefits of digital tools, few have evaluated their actual impact in localized contexts, particularly in terms of improving productivity, enhancing market access, or fostering the adoption of sustainable farming practices (Knickel et al., 2020). Without a clear understanding of their effectiveness, it remains uncertain whether digital extension platforms can bridge the gap left by traditional extension services and contribute to the long-term development of the cocoa sector. This study seeks to address this gap by examining the effectiveness of digital extension platforms in reaching rural cocoa farmers in Idanre Local Government Area of Ondo State.

1.3. Objectives of the Study

The study aims to evaluate the effectiveness of digital extension platforms in reaching rural cocoa farmers in Idanre Local Government Area of Ondo State. Specific objectives of the study include;

1. To determine the relationship between the adoption of digital extension platforms and the productivity of cocoa farmers in Idanre Local Government Area.
2. To examine the relationship between digital literacy levels and the adoption of digital extension platforms by cocoa farmers in Idanre Local Government Area.
3. To assess the relevance and accessibility of information provided through digital extension platforms to rural cocoa farmers.
4. To investigate the extent to which barriers such as cost, network coverage, and socio-cultural factors affect the adoption of digital extension platforms by rural cocoa farmers.

1.4. Research Questions

The following questions guided this study;

1. What is the relationship between the adoption of digital extension platforms and the productivity of cocoa farmers in Idanre Local Government Area?
2. How does digital literacy influence the adoption of digital extension platforms by cocoa farmers in Idanre Local Government Area?
3. How relevant and accessible is the information provided through digital extension platforms to rural cocoa farmers?
4. To what extent do barriers such as cost, network coverage, and socio-cultural factors affect the adoption of digital extension platforms by rural cocoa farmers?

1.5. Research Hypotheses

The following were hypothesized;

Hypothesis 1

H0: There is no significant relationship between the adoption of digital extension platforms and the productivity of cocoa farmers in Idanre Local Government Area.
H1: There is a significant relationship between the adoption of digital extension platforms and the productivity of cocoa farmers in Idanre Local Government Area.

Hypothesis 2

H0: There is no significant relationship between digital literacy levels and the adoption of digital extension platforms by cocoa farmers.
H1: There is a significant relationship between digital literacy levels and the adoption of digital extension platforms by cocoa farmers.

Hypothesis 3

H0: The information provided through digital extension platforms is not significantly relevant or accessible to rural cocoa farmers.
H1: The information provided through digital extension platforms is significantly relevant and accessible to rural cocoa farmers.

Hypothesis 4

H0: Barriers such as cost, network coverage, and socio-cultural factors do not significantly affect the adoption of digital extension platforms.
H1: Barriers such as cost, network coverage, and socio-cultural factors significantly affect the adoption of digital extension platforms

1.4. Significance of the Study

The significance of this study lies in its potential to contribute to the improvement of agricultural extension services for cocoa farmers in Idanre Local Government Area and, by extension, similar rural communities in Nigeria. By evaluating the effectiveness of digital extension platforms, the study addresses a critical gap in agricultural development strategies.

For policymakers, the findings of this research will provide empirical evidence on the impact of digital tools in enhancing agricultural productivity. This evidence can guide the formulation of policies that prioritize investments in digital infrastructure and the development of user-friendly platforms tailored to the needs of smallholder farmers.     

For agricultural extension agencies, the study will offer valuable insights into the barriers hindering the adoption of digital platforms, such as cost, digital literacy, and socio-cultural factors. These insights can help extension service providers design more inclusive and accessible systems, ensuring that even the most disadvantaged farmers benefit from modern agricultural innovations. Additionally, the study's findings on the relevance and accessibility of information provided through digital platforms can assist in improving the quality of content and its delivery to meet farmers’ specific needs effectively.

Rural cocoa farmers in Idanre will directly benefit from this study, as its recommendations will aim to address the challenges they face in adopting and utilizing digital extension platforms. Improved access to relevant agricultural information and services will empower these farmers to adopt best practices, increase their productivity, and enhance their income levels. The study will also shed light on strategies to overcome systemic and infrastructural barriers, enabling farmers to integrate digital tools into their farming operations more effectively.   

Furthermore, technology developers and providers will gain a deeper understanding of the unique needs and preferences of rural farming communities. The study’s findings can inform the development of more user-centered digital platforms that address the specific challenges faced by cocoa farmers, such as limited digital literacy and poor network coverage. This will help technology companies design solutions that are both practical and scalable, fostering higher adoption rates and long-term sustainability.

Lastly, this study has implications for researchers and academics by contributing to the body of knowledge on digital agriculture and rural development. It will provide a robust framework for further studies on the integration of technology in agricultural extension services, particularly in developing countries. By bridging the gap between theoretical insights and practical applications, this research will inspire future work aimed at promoting agricultural innovation and rural development.

Overall, the study’s findings are expected to have a transformative impact on multiple stakeholders, fostering a more efficient, equitable, and sustainable approach to agricultural extension in Nigeria.

1.5. Scope of the Study

This study focuses on evaluating the effectiveness of digital extension platforms in reaching rural cocoa farmers in Idanre Local Government Area of Ondo State, Nigeria. It examines the extent to which these platforms have been adopted by cocoa farmers, their impact on agricultural productivity, and the barriers hindering their utilization. The study specifically investigates how factors such as digital literacy, network infrastructure, cost, and socio-cultural dynamics influence the adoption and effective use of these platforms among smallholder farmers.

The research also seeks to assess the relevance and accessibility of the information provided through digital extension platforms. By doing so, it aims to determine whether these platforms address the specific informational and operational needs of cocoa farmers in rural communities. The study is limited to cocoa farmers in Idanre Local Government Area, a region recognized for its significant contribution to Nigeria’s cocoa production but which faces numerous challenges in accessing modern agricultural extension services.

Furthermore, the study aims to provide actionable insights into the relationship between the adoption of digital tools and improved productivity, as well as the role of digital literacy in fostering greater use of these platforms. It is designed to capture the experiences, perceptions, and challenges of cocoa farmers regarding digital extension services through both qualitative and quantitative methods, ensuring a comprehensive understanding of the subject matter.

By focusing on this localized context, the study provides an in-depth exploration of the potential for digital technology to enhance agricultural extension services in rural Nigeria. The findings will not only benefit stakeholders in Idanre Local Government Area but also offer broader implications for the development and implementation of digital agricultural platforms across similar rural communities in the country.

Operational Definition of Terms

Digital Extension Platforms: In this study, digital extension platforms refer to digital tools and services, such as mobile applications, SMS, interactive voice response systems, and online portals, designed to provide agricultural information and extension services to cocoa farmers in Idanre Local Government Area. These platforms are evaluated based on their accessibility, relevance, and effectiveness in enhancing productivity.

Effectiveness: Effectiveness refers to the extent to which digital extension platforms achieve their intended purpose of providing timely, relevant, and actionable agricultural information that improves the productivity and income of rural cocoa farmers in the study area.

Cocoa Farmers: Cocoa farmers are defined as individuals or groups actively engaged in the cultivation, harvesting, and primary processing of cocoa beans in Idanre Local Government Area. The study focuses specifically on smallholder farmers who rely on cocoa farming as a primary source of income.