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Entertainment Marketing Strategies and Customer Patronage of Fast Food Firms in Port Harcourt, Rivers State

Ngulube Tekarah Eyi, Haniel Eke, PhD

Abstract

This study examined the relationship between entertainment marketing strategies and customer patronage of fast food firms in Port Harcourt, Rivers State. Specifically, the study investigated how entertainment attractiveness and brand image transfer relate with customer engagement and positive word-of-mouth among customers of fast food firms. The study was anchored on the Meaning Transfer Theory and adopted a cross-sectional survey research design. The target population comprised customers of thirty-four registered fast food firms in Port Harcourt as documented by the Rivers State Ministry of Commerce and Industry and the Association of Fast Food and Confectionary of Nigeria Rivers State Branch. Due to the absence of an updated customer database, the population was treated as infinite, and a sample size of 249 respondents was determined using William’s (2009) formula for infinite populations. Convenience sampling technique was adopted in selecting respondents available during questionnaire administration. Primary data were collected through a structured questionnaire measured on a five-point Likert scale. Validity was established through content and construct validity procedures, while reliability was confirmed using Cronbach’s alpha coefficients which exceeded the acceptable threshold of 0.70. Data were analyzed using the Statistical Package for Social Sciences Version 26.0, employing Pearson Product Moment Correlation Coefficient and partial correlation analysis. The findings revealed that entertainment attractiveness had strong positive and significant relationships with customer engagement and positive word-of-mouth. Similarly, brand image transfer demonstrated strong positive relationships with customer engagement and positive word-of-mouth among customers of fast food firms in Port Harcourt. The study concluded that entertainment marketing strategies significantly enhance customer patronage by strengthening customers’ emotional attachment, interaction, and advocacy behaviours toward fast food brands. The study recommended that fast food firms should invest in attractive entertainment content, strengthen entertainment-based digital engagement, partner with relevant entertainment personalities and events, and create memorable customer experiences capable of stimulating positive word-of-mouth and sustained customer patronage.

Keywords

Entertainment Marketing Strategies; Entertainment Attractiveness; Brand Image Transfer; Customer Patronage. P-ISSN 2695-186X

References

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