Moderating effect of Corporate Websites on the Relationship between Sales Promotional Strategies and Marketing Performance

Abstract

The main purpose of this study was to examine the moderating effect of corporate websites on sales promotional strategies and marketing performance of fast food firms in Port Harcourt Metropolis. The study adopted the cross-sectional survey research design. The population of the study comprises of twenty fast food firms in Port Harcourt Metropolis. The study used structured questionnaire instrument to collect data from the respondents. The study used the stepwise regressions to test the hypotheses. The findings of the study revealed that: corporate websites strongly moderate between promotional strategies and marketing performance of fast food firms in Port Harcourt. The study recommends that fast food firms should constantly develop and keep updating their corporate websites as it has significant effect on the perception of customers about the firms. It also serves as conduit to better inform prospective customers and existing customer about the brand.

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