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Social Media Marketing Acceptability Among Restaurants on Customers Relationship in Katsina State, Nigeria

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Social Media Marketing Acceptability Among Restaurants on Customers Relationship in Katsina State, Nigeria SOCIAL MEDIA MARKETING ACCEPTABILITY AMONG RESTAURANTS ON CUSTOMERS RELATIONSHIP IN KATSINA STATE, NIGERIA BY USMAN LAWAL A. MANI (MSc HOSPITALITY MANAGEMENT) (T130F/29107/2014) A THESIS SUBMITTED IN FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF DOCTOR OF PHILOSOPHY OF HOSPITALITY MANAGEMENT IN THE SCHOOL OF HOSPITALITY, TOURISM AND LEISURE STUDIES OF KENYATTA UNIVERSITY. JULY, 2020. ii DECLARATION PAGE “This Thesis is my original work and has not been presented for a degree in any other University.” Signature_____________________ Date __________________ Usman Lawal A. Mani - T130F/29107/2014 Supervisors: This Thesis has been submitted for examination with our approval as University supervisors: Signature _____________________ Date _____________________ Dr. Rosemarie Khayiya Department of Hospitality, Tourism and Leisure Studies Kenyatta University Signature ______________________ Date ____________________ Dr. Mary Mutungi Department of Hospitality, Tourism and Leisure Studies Kenyatta University iii DEDICATION This work is dedicated to my Parents Alhaji Lawal A. Mani and Mrs. Zainab Lawal A. Mani who sponsored my education and gave me all the necessary guidance to see the sense of learning. May Allah S.W.T. reward you with Jannatul Firdausi, Ameen. It is also dedicated to my family specifically my wives, Khadija Ahmad Rufa’i and Firdausi Dauda Mani, my children Khadija, Kabir, Hassan, Hussaini, Hindatu, Usman, Dawood and Hafsat who bears the pains of my absence during the period of my study. I love you all, and I pray for the achievement to be beneficial to you all. iv ACKNOWLEDGEMENT I would like to acknowledge my supervisors Dr. Rosemarie Khayiya and Dr. Mary Mutungi without whom I would not have had the courage and strength to embark on this journey. I would also like to appreciate the support of Hassan Usman Katsina Polytechnic and the Tertiary Education Trust Fund (TETFUND) for granting me the opportunity to pursue these studies through funding and providing a conducive environment throughout the study period. I would also like to acknowledge the faculty members in the School of Hospitality, Tourism and Leisure Studies led by the Dean, Professor Elijah Gitonga Rintaugu and the former Chairperson of the Department of Hospitality Management, Dr. Rahab Mugambi and the new Chairperson School of Hospitality, Tourism and Leisure Studies, Dr. Esther Munyiri, Thank you all for your advises support and guidance. I would also like to thank Katsina State Hotels and Tourism Board and the Federal Inland Revenue Services (FIRS) for their support in ensuring that I get the necessary assistance needed from the restaurants all over the state from the inception of the study to its finalization. I would also like to thank my H.O.D. in my workplace Dr. Muntari Ado Matazu who gave me all necessary assistance and support from the beginning to this stage. I also appreciate the support from Iyal Usman, Dr. Ali Muhammed Fakandu, Abdulkadir Ibrahim Abba and Abdulmalik Mohammed Baffa; may the Almighty Allah reward you abundantly for the contributions you have rendered throughout this study period. v Table of Contents DECLARATION PAGE ................................................................................................ ii DEDICATION ............................................................................................................. iii ACKNOWLEDGEMENT ............................................................................................ iv LIST OF TABLES ......................................................................................................... x LIST OF FIGURES ................................................................................................. xiixi ABBREVIATIONS AND ACRONYMS .............................................................. xiiixii OPERATIONAL DEFINITION OF TERMS ...................................................... xivxiii Abstract ................................................................................................................... xvixv CHAPTER ONE ............................................................................................................ 1 1.0 INTRODUCTION ............................................................................................... 1 1.1 Background to the Study ................................................................................. 1 1.2 Problem Statement ............................................................................................... 7 1.3 Purpose of the Study ............................................................................................ 9 1.3 Objectives of the Study .................................................................................... 910 1.3.1 The General Objective ......................................................................... 910 1.3.2 The Specific Objectives ....................................................................... 910 1.4 Hypotheses of the Study ............................................................................... 10 1.5 Significance of the Study .......................................................................... 1011 1.6 Delimitation of the Study ............................................................................... 1112 1.7 Limitation of the Study ...................................................................................... 12 1.8 Assumptions of the Study .............................................................................. 1213 1.9 Conceptual Framework ...................................................................................... 13 1.9.1 Conceptual Framework of the Study ................................................. 1314 1.10 Study Variables ............................................................................................ 1415 1.10.1 Independent Variables ........................................................................ 15 1.10.2 Intervening Variables ......................................................................... 15 1.10.3 Dependent Variables .......................................................................... 15 1.11 Organization of Study ...................................................................................... 16 CHAPTER TWO: LITERATURE REVIEW .............................................................. 17 2.0 Introduction ................................................................................................... 17 2.1 Social Media Marketing and Customer Relationship ........................................ 17 2.1.1 Concept of Social Media Marketing ...................................................... 17 vi 2.1.2 Customer Relationship ........................................................................... 19 2.1.3 Brand Awareness ................................................................................... 23 2.1.4 Purchase Intention .................................................................................. 26 2.1.5 Customer Satisfaction ........................................................................ 2829 2.3 Theoretical Framework ................................................................................. 31 2.3.1 Psychological Ownership theory and perceived control ........................ 31 2.3.2 Social Exchange Theory ........................................................................ 33 2.3.3 Social Penetration Theory ...................................................................... 34 2.4 Social Media Consumption ........................................................................... 35 2.4.1 Tools in Use ........................................................................................... 37 2.4.2 Frequency of Usage ............................................................................... 38 2.5 Social Media Experience ................................................................................... 40 2.5.1 Personal Engagement with Social Media .............................................. 42 2.5.2 Social-Interactive Engagement with Social Media ................................ 44 2.6 Employee Role in Social Media ........................................................................ 47 2.6.1 Creators in Social Media ........................................................................ 49 2.6.2 Conversationalist (Engagers) in Social Media ....................................... 50 2.6.3 Critics in Social Media........................................................................... 51 2.6.4 Collectors in Social Media ..................................................................... 52 2.6.5 Joiners in Social Media .......................................................................... 52 2.6.6 Spectators in Social Media..................................................................... 52 2.6.7 In-actives in Social Media ................................................................. 5253 2.7 Regular Online Update/post and Customers Motivation on Customer’s Relationship 53 2.8 Summary of the research Gaps .......................................................................... 55 CHAPTER THREE: METHODOLOGY ................................................................ 5657 3.0 Introduction .................................................................................................... 5657 3.1 Research Philosophy .........................................................................................
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