Effect of utilization of social media platforms on youth participation in agriculture in Njoro sub-county, Kenya

Khumoetsile O. Sebotsa, Agnes Nkurumwa, Miriam Kyule


Most of rural people, particularly in Sub-Saharan Africa, depend on agriculture for their livelihoods. In Kenya, rural households who are mainly smallholder farmers rely on agriculture for most of their income. The agriculture sector plays an important role in employment creation. However, the sector is reportedly dominated by the elderly people while youths tend to shy away. These youths are actively involved on social media platforms hence social media have been used to promote their participation in agriculture. However, how utilization of such social media platforms affected their participation in agriculture was not yet known in Njoro Sub-county. This study focused on the effect of utilization of social media platforms on youth participation in agriculture in Njoro Sub-county. A descriptive survey research design was used with a target population of 3,925 and accessible population of 1,597 youth involved in agriculture in Njoro, Kihingo, and Lare wards. A random sampling technique was used to select 150 respondents. A questionnaire was used to collect data. SPSS version 22 and STATA version 12 was used to analyze data. The results revealed Facebook, Google search engine, and WhatsApp as the top three highly used social media platforms amongst the youth in agriculture in Njoro Sub-county.  Besides, Facebook had highest 22 % respondents using it very often, 18% often, 14.7% sometimes and 6.7% rarely. Moreover, the results showed that the level of utilization of social media platforms had a significant effect (p=0.001) on youth participation in agriculture at a 5% level. WhatsApp had a positive effect (p=0.039) on youth participation in agriculture at a 5 % level. The study recommended that government and other potential stakeholders should invest in digital extension services to promote youth participation in agriculture. More youth participation would significantly reduce unemployment.


Social Media; Youth; Effect; Agriculture Participation


Adesina, T. K. and E. Favour. 2016. Determinants of Participation in Youth-in-Agriculture Programme in Ondo State, Nigeria. Journal of Agricultural Extension, 20: 104.

Agboola, J. O. 2017. Google It: Re-branding agriculture. .

Akashraj, D. and C. Pushpa. 2014. Role of social media on development. Merit Research Journal of Education and Review, 2: 15-18.

Babu, S. C., C. J. Glendenning, K. A. Okyere and S. K. Govindarajan. 2012. Farmers' information needs and search behaviors: Case study in Tamil Nadu, India.

Balkrishna, B. B. and A. A. Deshmukh. 2017. A study on role of social media in agriculture marketing and its scope. Global Journal of Management and Business Research.

Barau, A. A. and M. S. I. Afrad. 2017. An overview of social media use in agricultural extension service delivery. Journal of Agricultural Informatics, 8.

Byomire, G., F. Namisango and M. M. Kafuko. 2016. Use of Social Media to strengthen Service Delivery for Urban Agriculture in Uganda 2016 IST-Africa Week Conference. IEEE.

Cline, M. 2011. Expansion of social media in agriculture: A user profile of Twitter's@ AgChat,@ FollowFarmer and@ TruffleMedia followers, Oklahoma State University.

Cui, Y. 2014. Examining Farmers Markets' Usage of Social Media: An Investigation of a Farmers Market Facebook Page. Journal of Agriculture, Food Systems, and Community Development: 1-17.

Heide-Ottosen, S. 2014. The ageing of rural populations: evidence on older farmers in low and middle-income countries. HelpAge International: London, UK.

Kenya National Bureau of Statistics. 2019a. 2019 Kenya population and housing census volume IV: Distribution of population by socio-economic characteristics.

———. 2019b. 2019 Kenya population and housing census, volume II: distribution of the population by age and sex.

Kimaro, P. J. and N. N. Towo. 2015. Determinants of rural youth’s participation in agricultural activities: the case of Kahe East ward in Moshi rural district, Tanzania. International Journal of Economics, Commerce and Management, 3: 33.

Kipkurgat, T., M. Onyiego and S. Chemwaina. 2016. Impact of social media on agricultural extension in Kenya: a case of Kesses District. International Journal of Agricultural Extension and Rural Development Studies, 3: 30-36.

Kotrlik, J. and C. Higgins. 2001. Organizational research: Determining appropriate sample size in survey research appropriate sample size in survey research. Information technology, learning, and performance journal, 19: 43.

Kuria, C. W. 2014. Use of social media as a source of agricultural information by small holder farmers; a case study of lower Kabete, Kiambu county, University of Nairobi.

Lathiya, A., A. Rathod and K. Choudhary. 2015. Role of social media in agriculture. International Journal of Commerce and Business Management , 8: 268-73.

Lohento, K. and O. Ajilore. 2015. ICT and Youth in Agriculture. Africa Agriculture Status Report: 118-42.

Ministry of Agriculture Livestock and Fisheries. 2017. Kenya Youth Agribusiness Strategy 2017-2021: Positioning the youth at the forefront of agricultural growth and transformation.

Muhammad-Lawal, A., O. Omotesho and A. Falola. 2009. Technical efficiency of youth participation in agriculture: A case study of the youth-in-agriculture programme in Ondo State, south western Nigeria.

Naruka, P., S. Verma, S. Sarangdevot, C. Pachauri, S. Kerketta and J. Singh. 2017. A Study on Role of WhatsApp in Agriculture Value Chains. Asian Journal of Agricultural Extension, Economics & Sociology, 20: 1-11.

Nittle, N. 2020. Can YouTube give farmers a financial boost?

Njeru, L., B. Gichimu, M. Lopokoiyit and J. Mwangi. 2015. Influence of Kenyan Youth’s Perception towards Agriculture and Necessary Interventions; a Review. Asian Journal of Agricultural Extension, Economics & Sociology, 5: 40-45.

Njeru, L. K. and J. G. Mwangi. 2015. Influence of youth access to farm products markets on their participation in agriculture in Kajiado North Sub-county.

Njeru, T. N., Y. Mano and K. Otsuka. 2015. Role of Access to Credit in Rice Production in Sub-Saharan Africa: The Case of Mwea Irrigation Scheme in Kenya. Journal of African Economies, 25: 300-21.

Okello, D. O. 2017. Effect of ICT use on performance of Agri-enterprises. A case of smallholder pineapple farmers in Kiambu County, Kenya, Egerton University.

Olwande, J. and M. K. Mathenge. 2011. Market participation among poor rural households in Kenya.

Paudel, R. and P. Baral. 2018. Social media in agricultural extension. Agricultural Extension Journal, 2: 69-74.

Poushter, J., C. Bishop and H. Chwe. 2018. Social media use continues to rise in developing countries but plateaus across developed ones. Pew Research Center, 22: 2-19.

Salkind, N. 2010. Encyclopedia of Research Design SAGE Publications, Inc.

Sokoya, A. A., F. N. Onifade and A. O. Alabi. 2012. Establishing connections and networking: the role of social media in agricultural research in Nigeria World Library and Information Congress: 78th IFLA General Conference and Assembly.

Starasts, A. 2015. ‘Unearthing farmers' information seeking contexts and challenges in digital, local and industry environments’. Library & Information Science Research, 37: 156-63.

Thakur, D. and M. Chander. 2018. Social Media in Agricultural Extension: Benefits and Challenges under Indian Context. Asian Journal of Agricultural Extension, Economics & Sociology, 27: 1-8.

Umunakwe, P. C., Madukwe, M.C., Ozor, N., Nnadi, F. N. 2018. Use of social media tools among agricultural students in tertiary institutions in Nigeria : An Insight from the Federal University of Technology, Owerri, Imo State, Nigeria. Middle East Journal of Agriculture Research, 7: 373-82.

Varner, J. 2018. Agriculture and social media. Extension Center for Technology Outreach: Information Sheet 1946. . Mississippi State University Extension Service.

Vutagwa, C. 2017. Meet Calvince Okello, founder of M-Shamba. Retrieved September, 17.

Wahiu, R., K. Lohento and F. Koutchade. 2020. ICT uses by rural youth in Kenya: Perspectives from the Vijabiz project.

Wangui, J. C., B. O. Bebe, J. O. Ondiek and S. O. Oseni. 2018. Application of the climate analogue concept in assessing the probable physiological and haematological responses of Friesian cattle to changing and variable climate in the Kenyan Highlands. South African Journal of Animal Science, 48: 572.

Watts, B. 2018. The influence of social media in agriculture. Challenge Advisory.

Zipper, S. C. 2018. Agricultural Research Using Social Media Data. Agronomy Journal, 110: 349-58.

Full Text: PDF

DOI: 10.33687/008.03.3400


  • There are currently no refbacks.

Copyright (c) 2020 Khumoetsile Octavia Sebotsa

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.