The Role of Social Media in the Nigerian Fast Food and Restaurant Industry

ABSTRACT: The objectives of this research is to investigate the role of social media in the Nigerian Fast Food and Restaurant Industry. The study used qualitative and quantitative methods. The research used structured questionnaire and is divided into two section. Section (A) goes to Fast Food and Restaurant Businesses while section (B) goes to their customers respectively. The size of the study sample are 20 Fast Food and Restaurant Businesses and 500 customers in Jigawa State of Nigeria. The study drawn 25 customers from each Fast Food and Restaurants using stratified random sampling technique making a total of 500 customers. The findings of this study reveals that social media play significant roles in the Nigerian Pizza and Restaurant Industry toward marketing their products due to its powerful influences among GSM users and it gives a number of benefits to marketers which includes arousing customers interest to a product, convenient, cost advantages, user friendly and served as a source of information in the Nigerian restaurant industry. Finally, the study reveals that sales volume in the Nigerian Pizza and Restaurant Industry increases as a result of adverts made in social media networking sites.