Effectiveness of social media marketing platforms on market access of broiler producing enterprises in Kasanje town council, Wakiso district.
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Date
2026
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Busitema University
Abstract
In the generation where technology is prevailing, entrepreneurs has seen the need to maintain their position in business within the changing society or the risk of staying outdated. Social media marketing is one of the ways agribusinesses make people aware about their products, communicate with customers and find new market. Gone are the days when Agribusinesses mostly rely on the middlemen. Currently it is practically impossible to develop marketing strategies without considering social networks. Social media has become an important gradient in current marketing and promotion mix. Adopting online marketing strategies via social media, is a key for Agribusinesses especially in the era when technology is widely considered. This study looked at how social media marketing help broiler producing enterprises to make sales in Kasanje Town Council while understanding which media platforms these enterprise use and which ones are the most helpful. This study was conducted in Kasanje where 123 broiler-producing farmers were asked several questions. SPSS and other data analysis tools were used to analyse the data. It was found out that WhatsApp is the most popular and helpful social media platform for these enterprise followed by TikTok. This study also showed that when these enterprise effectively use social media marketing they make sales faster. Social media marketing is very important for these enterprise because it simplifies communication with customers which foster relationship with them and sell more products. Farmers should learn more about marketing and the government and other organizations should help them by teaching them about digital marketing making the internet more available and supporting them in using digital marketing tools because it is very important for businesses in Uganda. This will help Uganda sell agricultural products (FAO, 2023).
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Undergraduate Research report
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Citation
Betogo, E. (2026). Effectiveness of social media marketing platforms on market access of broiler producing enterprises in Kasanje town council, Wakiso district. [Unpublished undergraduate research report]. Busitema University.