ABSTRACT:

This study examined the awareness, adoption, and constraints of social media usage among farmers in Nasarawa State, Nigeria. A descriptive research design was adopted, involving 260 randomly selected farmers from 13 local government areas. Data were collected through structured questionnaires and interviews, and analyzed using descriptive statistics. Findings revealed high awareness of platforms like WhatsApp (92.7%) and Facebook (95.8%), but actual adoption for marketing purpose was constrained by high costs of devices and data, poor infrastructure, inadequate training, and limited technical skills. Farmers primarily used social media for information sharing, networking, and accessing agricultural updates, while its use for extension services and marketing remained underutilized. Despite these challenges, farmers perceived social media as time-saving, cost-effective, and beneficial for broader communication. The study highlights the need for targeted interventions such as capacity building, improved infrastructure, financial support, and policy reforms to enhance social media adoption. By addressing these barriers, farmers can better leverage social media’s potential to improve agricultural productivity, access to information, and rural livelihoods. This research underscores the transformative role of digital tools in modernizing agriculture and bridging the gap between farmers and vital resources in rural communities.