Influence of Promotion Strategy on Economic Viability of Selected Agribusinesses in Oyo State, Nigeria: Exploring the Role of Human Capital Engagement

In the evolving landscape of agribusiness in developing economies, effective promotion strategies are pivotal not only for market visibility but also for ensuring economic viability and long-term sustainability. This study investigates the influence of promotion strategies—particularly the role of human capital engagement—on the economic viability of selected agribusinesses in Oyo State, Nigeria. Drawing on the intersection of marketing communication and internal workforce dynamics, the research adopts a mixed-method approach involving structured surveys and semi structured interviews with agribusiness managers and employees. The study examines how internal promotion mechanisms, such as staff training, customer engagement capacity, and knowledge dissemination, contribute to the effectiveness of broader promotional tools like advertising, personal selling, and public relations. Preliminary findings indicate a strong correlation between human capital-driven promotional efforts and improved business outcomes such as profitability, market expansion, and customer loyalty. The study concludes that integrating human capital engagement into promotional strategy design enhances the adaptive capacity and competitiveness of agribusinesses critical for navigating the future of work in a rapidly transforming agricultural sector. The implications underscore the need for policy and managerial shifts that prioritise strategic human resource development as a driver of agribusiness sustainability in Nigeria.