Small-Scale Chicken Farmers’ Use of Social Media to Access Market Information in Arusha City, Tanzania

The aim of this study was to examine the small-scale chicken farmer’s use of social media platforms to access market information in Arusha city, Tanzania. Data were collected between June and August 2022 from 260 small-scale chicken farmers (SSCFs). Among these, 130 were Kuku Uchumi and 130 were non-Kuku Uchumi beneficiaries selected using stratified and simple random technique. Both quantitative and qualitative data were collected using questionnaire and key informant interview guide, respectively. Descriptive statistics, chi-square test, and binary logistic regression model were used to analyse quantitative data. On the other hand, qualitative data were transcribed from audio and translated from Kiswahili to English, and extracts were developed. The study found that chicken price, egg tray price, the number of chicken, and egg trays needed in the market and chicken market status were the main chicken market information accessed by SSCFs through social media. WhatsApp was reported as the primary social media used by SSCFs to access market information. The findings also, indicate statistically significant differences between Kuku Uchumi and non-Kuku Uchumi beneficiaries in using social media to access market information. The study concludes that using social media to access market information assists SSCFs in finding markets for their chicken and eggs, and recommends to other SSCFs to use social media. Furthermore, Kuku Uchumi's modes of training and mobilization may be advocated by extension agents in other areas