When Awareness Meets Action: What Shapes the Journey toward Smart Marketing in Nigerias Agribusiness Sector

Abstract

All over the world, the use of smart marketing innovations (SMIs) is gradually reshaping how agribusiness operators connect with markets, but it has been observed that the level of adoption of these technologies has remained limited in many parts of Nigeria. This study seeks to examine the level of awareness and the drivers and constraints to adoption among agribusiness operators in Nigeria. While we made use of the multi-stage sampling method, 168 respondents were selected from a population of 308 across the three agricultural zones using Yamane’s formula alongside the probability proportional to size (PPS). The data were collected through structured field surveys and analyzed using descriptive statistics and a multinomial logit model. The findings from this study revealed that digital payment systems were widely known and used, while precision marketing and customer relationship management (CRM) tools had low awareness. Age, income, ICT literacy, staff size, and access to internet and training significantly influenced adoption decisions. Major constraints included the high cost of digital tools and poor internet connectivity. The study recommends targeted digital literacy programs, accessible financing options, and improved rural internet infrastructure to enhance adoption, enabling agribusiness operators to fully leverage smart marketing innovations and strengthen their competitiveness.