THE ROLE OF SOCIAL MEDIA IN THE NIGERIAN PIZZA AND RESTAURANT INDUSTRIES

Abstract

The objectives of this research is to investigate the role of social media in the Nigerian Pizza and 
Restaurant Industry. The study used qualitative and quantitative methods. The research used 
structured questionnaire and is divided into two section. Section (A) goes to Fast Food and 
Restaurant Businesses while section (B) goes to their customers respectively. The size of the study 
sample are 20 Fast Food and Restaurant Businesses and 500 customers in Jigawa State of Nigeria. 
The study drawn 25 customers from each Fast Food and Restaurants using stratified random 
sampling technique making a total of 500 customers. The findings of this study reveals that social 
media play significant roles in the Nigerian Pizza and RestaurantIndustry toward marketing their 
products due to its powerful influences among GSM users and it gives a number of benefits to 
marketers which includes arousing customers interest to a product, convenient, cost advantages, 
user friendly and served as a source of information in the Nigerian restaurant industry. Finally, 
the study reveals that sales volume in the Nigerian Pizza and Restaurant Industry increases as a 
result of adverts made in social media networking sites.