Abstract:
The study evaluated the Factors affecting the use of the Whatsapp application in disseminating marketing information. The specific objectives were Measuring the extent of the respondents' knowledge and use of the Whatsapp application Comparison between the different methods of transmitting information through the application, and the preference of respondents for each method Explain the type of marketing information provided to respondents through various methods, identify the type of marketing information that respondents want to obtain via Whatsapp application, examine the relationship between the socio-economic characteristics of the respondents, and the level of respondents' satisfaction with the ways of displaying information on the Whatsapp application, examine the relationship between some of the socio-economic characteristics of the respondents and their level of satisfaction with the information provided to them through the Whatsapp application. The sample was made up of 100 farmers randomly selected from the Study Areas. Questionnaires were used in data collection. Data were analyzed by the use of percentage, mean, standard deviation and chi-square test.
It was found that the level of respondents aware of the application was significantly (3.66), as well as the degree of respondents' use of the application (3.52), the extension information provided to the respondents in the form of video is the best followed by the information provided in the form of pictures and then presented in the form of audio only and finally presented in the form of text. the most audio marketing information provided to respondents via Whatsapp was about the harvest (3.92) and appropriate market (3.42). Most of the marketing information pictured, such as video, provided to the respondents via the Whatsapp application, was about transportation (4.01), appropriate market (3.21), display methods (3.30) and preparation (2.90), respondents wish to obtain information via the Whatsapp application about Storage (3.04) and Display Styles (3.15). There was a significant relationship (P<0.05) between respondents marital status and the information provided to the respondents about the harvest process (r= 0.590**). There was a significant relationship (P<0.05) between respondents age Group and the information provided to the respondents about the Promotion Methods (r= 0.264**).
