SOCIAL MEDIA CONSUMPTION AS AN EFFECTIVE TOOL FOR INCREASE RESTAURANT MARKETING IN KATSINA METROPOLIS, KATSINA STATE, NIGERA

Rosemarie Khayiya and Usman Lawal A. Mani

Department of Hospitality and Tourism Management, Kenyatta University, Nairobi, Kenya

Department of Home and Hospitality Management, Hassan Usman Katsina Polytechnic, Katsina, Nigeria.

Email: rkhayiya@gmail.com, usman.lawalmani@gmail.com

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.

Keywords: Restaurants, Social media, Consumption, Marketing.

Reference to this paper should be made as follows: Rosemarie Khayiya and Usman Lawal A. Mani(2019), Social Media Consumption as an Effective Tool for Increase Restaurant Marketing in Katsina Metropolis, Katsina State, Nigeria. J. of Social Sciences and Public Policy, Vol. 11, Number 3, Pp. 16-35