Restaurant Social Media Marketing Practices in Katsina Metropolis, Katsina State, Nigeria: Dilemma and Way Forward
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Date
2019
Authors
Khayiya, Rosemarie
Mani, Usman Lawal A.
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Sciences and Multidisciplinary Research
Abstract
The purpose of this study is to identify restaurant social media marketing
practices by comparing the challenges and benefits of Facebook and
twitter as platforms of social media in marketing of hospitality products
and services. After reviewing relevant literature, multiple-case study design
was used, and qualitative data was obtained from the respondents using
structured interviews. Purposive sampling was adopted for sampling both
the restaurants and the respondents. The data collected from the
respondents was arranged and analysed based on restaurant and questions
asked. The study revealed that casual and quick service categories of
restaurants pay significant attention to Facebook, while full service and
take-out service categories have multiple with Facebook and Twitter as
their priority. The study suggests that qualitative and quantitative
approaches should be used to include other hospitality sectors for more
varied information regarding the effective use of the social media
marketing.
Description
A Research Article in the Journal of Sciences and Multidisciplinary Research
Keywords
Challenges, Facebook, Marketing, Prospects, Restaurants, Social media, Twitter
Citation
: Rosemarie Khayiya and Usman Lawal A. Mani (2019), Restaurant Social Media Marketing Practices in Katsina Metropolis, Katsina State, Nigeria: Dilemma And Way Forward, A Comparative Case Study of Facebook and Twitter. J. of Sciences and Multidisciplinary Research, Vol. 11, No. 3, Pp. 1- 16