The impact of social media marketing on local businesses: An evaluation of a restaurant chain in Kano, Nigeria
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Background of the study
Social media marketing has become an indispensable tool for local businesses looking to increase their reach and engage with customers in real time. In Kano, restaurant chains are leveraging social media platforms to promote menus, special offers, and events, thereby enhancing their brand presence and attracting new patrons (Ibrahim, 2023). This study evaluates the impact of social media marketing on local business performance by analyzing customer engagement metrics, online reviews, and foot traffic. By employing targeted social media campaigns, these restaurants can build a community of loyal customers and differentiate themselves in a competitive market (Adebayo, 2024). The research explores various strategies such as influencer collaborations, interactive content, and real-time customer service to determine their effectiveness in driving brand awareness and customer retention. The study also examines challenges such as content saturation and negative feedback management. Data is collected through social media analytics and customer surveys, offering insights into the correlation between digital engagement and business growth. The findings are expected to inform best practices for social media marketing in the local restaurant industry, supporting increased profitability and sustained customer loyalty (Okeke, 2024).
Statement of the problem
Restaurant chains in Kano face difficulties in translating social media engagement into sustained business growth. While many restaurants actively engage customers through social media, inconsistent messaging and inadequate response strategies often result in lower-than-expected increases in foot traffic and sales (Chinwe, 2023). The absence of a standardized framework to measure the direct impact of social media marketing on business performance further complicates strategic planning. This study aims to address these issues by evaluating the effectiveness of social media marketing campaigns in driving customer engagement and retention for local restaurants, ultimately providing actionable recommendations to enhance overall business performance.
Objectives of the study:
To evaluate the impact of social media marketing on customer engagement.
To assess the relationship between digital engagement and business performance.
To recommend strategies for optimizing social media efforts for local businesses.
Research questions:
How does social media marketing influence customer behavior in local restaurants?
What strategies yield the highest customer engagement?
How can restaurant chains optimize social media campaigns to boost business growth?
Significance of the study
This study offers valuable insights for local businesses by linking social media marketing to improved customer engagement and increased profitability. Its findings will help restaurant chains develop effective digital strategies that enhance brand presence and drive foot traffic, contributing to both academic literature and practical marketing practices.
Scope and limitations of the study:
This study is limited to evaluating social media marketing for a restaurant chain in Kano, Nigeria, and does not extend to other business sectors or offline marketing.
Definitions of terms:
Social Media Marketing: The use of social platforms to promote products or services.
Customer Engagement: The level of interaction between consumers and a brand on digital channels.
Local Business: A business operating within a specific geographical area.
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