Social Media Marketing Effectiveness For Small And Medium-Scale Agricultural Producers: Evidence From Bangladesh

Nusrat Zaman; Muhammad Abdul Mannan; Ridwan Ul Islam Mahdi

Social Media Marketing Effectiveness For Small And Medium-Scale Agricultural Producers: Evidence From Bangladesh

Author(s)	Ms. Nusrat Zaman, Mr. Muhammad Abdul Mannan, Mr. Ridwan Ul Islam Mahdi
Country	Bangladesh
Abstract	Social media marketing is increasingly recognised as a cost-effective channel for smallholder producers in developing economies, yet quantitative evidence of its business impact remains limited. This study assessed the effectiveness of social media marketing among 120 small and medium-scale agricultural producers in Chapainawabganj and Rajshahi districts of Bangladesh. Using stratified random sampling, a cross-sectional survey was conducted from January to March 2024. Data were analysed with independent-samples t-tests, Pearson correlation, multiple regression, principal component analysis (PCA), K-means clustering, and return on investment (ROI) modelling. Social media adoption was 86.7%, with Facebook dominant (83.7%). Adopters significantly outperformed non-adopters: sales increase (+17.74 percentage points; Cohen’s d = 2.59), customer reach expansion (+31.75 pp; d = 2.87), marketing cost reduction (+20.12 pp; d = 2.70), and market price awareness (d = 3.24), all at p < 0.001. Engagement rate was the strongest sales predictor (r = 0.97) and digital skills correlated strongly with outcomes (r = 0.90). Farm size was inversely related to impact (r = −0.70). Three producer clusters were identified; estimated ROI ranged from 63% (rice, low engagement) to 92% (mango, high engagement). Digital literacy training and connectivity investment can substantially amplify returns for smallholder producers.
Keywords	social media marketing, smallholder farmers, digital agriculture
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-11

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Social Media Marketing Effectiveness For Small And Medium-Scale Agricultural Producers: Evidence From Bangladesh

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