IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 1 2025
DOI: 10.56201/ijmcs.v8.no5.2024.pg49.58

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Social Media Marketing and Consumer Loyalty of Fast-Food Outlet in Yenagoa, Bayelsa State

Ekubo Maudlinepac Buna PhD

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Abstract

This study examines the impact of Social Media on Business Performance of Fast Food Outlet in Yenagoa, Bayelsa State. The study employed a survey research design and used Spearman Rank correlation to investigate the relationships between Facebook, WhatsApp, Instagram marketing, and increased sales. The findings reveal strong positive relationships between Facebook marketing (rs = 0.831, p < 0.01), WhatsApp marketing (rs = 0.75, p < 0.05), and Instagram marketing (rs = 0.951, p < 0.001) and increased sales. The study concludes that social media marketing significantly influences business performance, with Instagram marketing emerging as the most effective platform for driving sales growth. The findings provide valuable insights for hospitality firms seeking to leverage social media marketing to enhance their business performance and drive sales growth. By prioritizing Instagram marketing, followed by Facebook and WhatsApp marketing, hospitality firms can maximize their social media marketing efforts and improve business outcomes.

keywords:

Social Media, Business Performance, Fast Food Outlet, Influencer Marketing, Social Media Giveaway, Electronic Word of Mouth, Customer loyalty

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