SOCIAL MEDIA MARKETING AND SALES PERFORMANCE OF FAST-FOOD RESTAURANTS IN ENUGU STATE, NIGERIA

Abstract

This study investigated the influence of social media marketing on sales performance of fast
food restaurants in Enugu state, Nigeria. The study aimed to examine how social media 
marketing techniques comprising Facebook marketing, Instagram marketing, YouTube 
marketing and Twitter marketing influence sales performance of fast-food restaurants in Enugu 
state. Descriptive survey research design was adopted. Data were collected using well
structured questionnaire.  Purposive sampling was used to select a sample size of three hundred 
and twenty-five owners, management and staff from the fast-food restaurants in Enugu state. 
Descriptive and inferential statistics were used for the analysis. Multiple regression analysis 
was used to establish the influence of the independent variables on the dependent variable. It 
was observed that all the social media marketing techniques-Facebook marketing, Instagram 
marketing, YouTube marketing and twitter marketing have positive and significant influence 
on sales performance of fast-food restaurants in Enugu state. Based on the findings the 
researcher concluded that social media marketing has a positive and significant influence on 
sales performance of fast-food restaurants in Enugu state. The researcher recommended that 
management of fast-food restaurants should provide facilities, equipment, personnel, and 
communication materials that support their social media marketing to ensure effective customer 
interaction and engagement which will result to improved sales of organizational products. The 
implication is that if fast-food restaurants continue to engage in social media marketing 
activities, the tendency is that sales performance will also continue to increase.