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 have any influence on consumer patronage of fast food in Calabar Metropolis. To achieve these 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 a table using simple percentages and analysed by the use of a simple regression model. Based on the analysis, the study found 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 light of the above, the study recommended that Fast food joint should conceptualise their social media page to it wider audience so as to gain more patronage.