EFFECTIVE COMMUNICATION AS A KEY TO AGRIBUSINESS MANAGEMENT AND SUSTAINABLE DEVELOPMENT IN NIGERIA

Abstract

This study evaluated the effective communication as a key to agribusiness management and sustainable development in Nigeria. The diffusion of innovation theory was adopted as a theoretical framework. This study adopted a qualitative research design and the research focuses on in-depth insights into the experiences and perspectives of key agricultural stakeholders across the six geopolitical zones in Nigeria. The population for this study consists of agribusiness managers, agricultural extension officers, government officials, and a total of six stakeholders, one from each of the six geopolitical zones of Nigeria. The sample size for the study is purposefully set at six respondents and the sampling technique employed is purposive sampling. Data is collected using email interviews, and the interview questions are semi-structured. The data collected through these email interviews were analysed using thematic analysis, where responses were coded and categorised to identify common themes. The findings revealed that effective communication significantly enhances agribusiness productivity in Nigeria by providing farmers and agribusiness managers with timely and relevant information, which aids in better decision-making, improves operational efficiency, and promotes the adoption of modern farming techniques. Communication technologies, such as mobile phones, have proven crucial in delivering real-time market updates, weather forecasts, and pest control advice, thereby contributing to improved crop yields and overall productivity. The study concluded that the that effective communication plays a crucial role in enhancing agribusiness productivity in Nigeria by providing timely and accurate information that supports better decision-making, improved operational efficiency, and the adoption of modern farming techniques. The study recommended that agribusiness stakeholders should invest in improving communication channels, particularly through mobile technology and digital platforms, to ensure that farmers and agribusiness managers have access to relevant information that can boost productivity