Social Media Marketing Strategies and Customers Retention Among Restaurants During Covid -19 Pandemic In Lagos State ,Nigeria
No Thumbnail Available
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Management and Accounting ,Faculty of Administration ,Obafemi Awolowo University Ile -Ife
Abstract
The study examined the social media marketing strategies employed by restaurant operators during COVID-19. It also investigated the factors that influenced social media marketing strategies during COVID-19 among restaurant operators and determined the effect of social media marketing strategies on customer retention during the COVID-19. These were with a view to determining the influence of social media marketing strategies on customer retention among restaurants during COVID-19 pandemics in Lagos State, Nigeria.
The study adopted cross-sectional survey research design. Primary data was collected from restaurants across Lagos State. The population for the study comprised all 3,331 restaurants (Smartscrapers, 2024) owners/operators in Lagos State, Nigeria. The sample size used for the study comprised three hundred and fifty-seven (357) restaurant owners/operators in Lagos state. This sample size was arrived at by using Taro Yamane’s formula for sample size calculation. A well-structured questionnaire was used as the instrument for data collection which was used to analyse the objectives of the study. Stratified sampling technique was used proportionately to select 357 samples from the selected senatorial districts of the study area. Data collected were analysed using frequency counts, percentages, standard deviation, mean and regression analysis.
The findings of the study showed that graphics design was ranked as the most adopted social media marketing strategy employed by restaurant operators in Lagos state during the COVID-19 pandemic with weighted average (4.18), and it was followed by branding with weighted average of 3.86; Engagement and interaction (weighted average = 3.85), user generated content (weighted average = 3.66) Content creation (weighted average = 3.56) and paid advertisement, (weighted average = 3.51). The study also reveal that manpower and finance-related factor (36%), utility related factors (27%), business characteristics related factors (10%) and infrastructure related factors (9%) accounted for the factors affecting social media marketing among restaurant operators during COVID-19 pandemic in Lagos state, Nigeria. Finally, the result showed that social media marketing strategies had significant effect on customers retention among restaurants during the COVD-19 pandemic in Lagos state, Nigeria (F = 1880.091, p < 0.05).
The study concluded that social media marketing strategy enhances customer retention among restaurants during COVID-19 in Lagos state, Nigeria.
Description
XIII,108p
Keywords
Citation
Ogunjimi,M.A(2024). Social Media Marketing Strategies and Customers Retention Among Restaurants During Covid -19 Pandemic In Lagos State ,Nigeria,Department of Management and Accounting ,Department of Management and Accounting ,Faculty of Administration ,Obafemi Awolowo University Ile -Ife