Social Media Marketing and Customers’ Satisfaction of Fast-Food Outlets

Abstract

This study examined the effect of social media marketing (cross-platform marketing, content marketing and influencer marketing) on customers’ satisfaction of fast-food outlets. The study adopted cross-sectional survey research design. Primary data were obtained from 323 customers of fast-food outlets in Calabar metropolis, Cross River State, Nigeria using a structured questionnaire. Hypotheses testing was carried out using multiple regression. The findings of the study revealed that cross-platform marketing, content marketing and influencer marketing had significant positive effect on customers’ satisfaction of fast-food outlets. Hence, study recommended that managers of fast-food outlets should strategically place offers on multiple channels, while ensuring responsive customer service across all platforms to create a unified, accessible brand experience for customers. Also, create visually appealing content that highlights diverse menu options, encouraging user-generated content sharing and using storytelling to showcase the origins of popular dishes as well as the brand's quality commitment in order to foster stronger emotional connections and increase customer engagement. Finally, fast-food managers should collaborate with popular food bloggers and influencers to create engaging content like live reviews, personalized endorsements, and exclusive promotions, which build trust, enhance customer engagement, and create a personalized dining experience that strengthens brand loyalty.