Social Media Consumption as an Effective Tool for Increase Restaurant Marketing un Katsina Metropolis, Katsina State, Nigera
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Date
2019
Authors
Khayiya, Rosemarie
Mani, Usman Lawal A.
Journal Title
Journal ISSN
Volume Title
Publisher
Cenresin Publications
Abstract
Social media consumption by restaurants as a means of
marketing has been widely recognised as it yielded good result for
many restaurant organisations. This study aimed at identify restaurant
social media consumption as an effective tool for increase restaurant
marketing in Katsina metropolis, Katsina State, Nigeria. Empirical
literatures about the predictors of social media consumption were
reviewed and the tools as well as frequency of its usage as its
determinants were all identified. Cross-sectional descriptive survey
type of research was adopted in conducting the study where the
population consist of all the restaurants and their guests. Purposive
sampling method was used in sampling 22 restaurants and their
managers while proportionate sampling method was adopted in
sampling 43 guests which gave a total of 65 respondents as the sample
size for the study. A structured close-ended questionnaire as an
instrument for data collection was used to collect quantitative data.
The study findings reveal that respondents aged 31-45 are the major
customers and mangers of the restaurants and despite majority of
them are possessing more than one social media site, WhatsApp is the
social media site they predominantly used. The study also find out
that both the restaurants and their guests are using computers and
mobile handsets as technological tools in accessing social media
servers and majority of them are using their social media sites
between 5-6 everyday. The study identified that social media
consumption increases restaurant marketing chances through various
ways which among others; increases customer satisfaction, restaurant
social media marketing (SMM) campaign, help in market
segmentation, help in direct contact with guest and increases the
chances of satisfying large and hard to reach population at ease. It was
concluded that social media where fully utilised have the capabilities
of increasing restaurants chances of marketing to a higher level. Based
on the findings of this study it is recommended that further studies
be carried out on the social media online marketing tools in the
study area, as this study only focused on the technological tools.
Description
A research Article in the Journal of Social Sciences and Public Policy
Keywords
Restaurants,, Social media, Consumption, Marketing.
Citation
Khayiya, Rosemarie & Lawal, Usman & Mani, A. (2019). SOCIAL MEDIA CONSUMPTION AS AN EFFECTIVE TOOL FOR INCREASE RESTAURANT MARKETING IN KATSINA METROPOLIS, KATSINA STATE, NIGERA. Volume 11. 16-35.