Social Media Marketing and Customer Patronage of Fast Food Business in Calabar Metropolis

Abstract:

The study examines social media marketing and consumer patronage of fast food in Calabar Metropolis. It was aimed at finding out if Facebook marketing, twitter marketing, Instagram marketing, YouTube marketing and WhatsApp has a any influence on consumer patronage of fast food in Calabar Metropolis. To achieve these above objectives, the research made use of the survey research design, with a sample population of 200 respondents chosen through the judgmental sampling technique. The data collected were presented in table using simple percentage and analyzed by the use of simple regression model. Based on the analysis, the study found out that there is no significant relationship between Facebook marketing and consumer patronage of fast foods in Calabar Metropolis; also, there is no significant relationship between Instagram marketing and consumer patronage of fast foods in Calabar Metropolis; that there is significant relationship between YouTube marketing and consumer patronage of fast foods in Calabar Metropolis; specifically, that there is significant relationship between WhatsApp marketing and consumer patronage of fast foods in Calabar Metropolis. In the light of the above, the study recommended that Fast food joint should conceptualized their social media page to it wider audience so to gain more patronage. Keywords: Social media, marketing, Facebook marketing, Instagram marketing, YouTube marketing and WhatsApp marketing