THE ROLE OF SOCIAL MEDIA IN MARKETING OF CONSUMER PRODUCTS IN KANO STATE, A CASE STUDY OF FAST FOOD INDUSTRY

This study was carried out on the role of social media in marketing of consumer products in Kano state, a case study of fast food industry. It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, LinkedIn, etc. despite the nefarious atrocities of internet fraudsters. Two objectives were sought; to determine the perception of the consumers toward online fast food shopping and to determine the extent to which the consumers patronize the online fast food retailers. To achieve these objectives, a cross sectional survey research design was adopted with questionnaire being the data collection instrument. The data collected were analyzed and presented in tables. The hypotheses were tested using ANOVA and Chi-square statistical tools at 5% level of significance and specified degrees of freedom. Among others, the findings revealed that there is a significant difference in the perceptions of the entire consumers and that consumers patronize online fast food retailers very significantly. The study concluded that consumers would continue patronizing online retailers at a crescendo despite their varying perception of internet usage.