Social Media Trustworthiness and Customer Patronage of Fast-Food Restaurants in Rivers State

Abstract

The focus of this study was to investigate the relationship between social media trustworthiness and customer patronage of fast food restaurants in Rivers State. Specifically, this study was to investigate the relationship between social media trustworthiness and customer patronage of fast food restaurants in Rivers State. The population of the study was 66 fast food restaurants in Port Harcourt, Rivers State. The Taro Yemen’s formula was used to select 57 fast food restaurants out of the population. The purposive sampling technique was employed to select 171 respondents from the 57 fast food restaurants under study. Data were gathered through a questionnaire survey of 171 respondents. Out of the 171 questionnaires distributed, 100 were returned as usable, obtaining a 78.1 percent response rate. The Pearson’s Product Moment Correlation Coefficient (PPMC) statistics were used to test the hypotheses. Social media trustworthiness has a strong, positive, and significant relationship with purchase intention and re-patronage intention, but a strong, positive, and significant relationship with re-patronage intention. The study therefore concludes that there is a positive and significant relationship between social media trustworthiness and customer patronage in fast food restaurants in Port Harcourt, Rivers State, and recommends, amongst

References