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dc.contributor.authorUkpabi, Dandison
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorIkaba, Victoria
dc.contributor.authorWali, Kemkamma
dc.contributor.authorKpunee, Henry
dc.contributor.editorOkwandu, Gabriel A.
dc.contributor.editorNwokah, N. Gladson
dc.date.accessioned2017-05-29T06:29:53Z
dc.date.available2017-05-29T06:29:53Z
dc.date.issued2017
dc.identifier.citationUkpabi, D., Karjaluoto, H., Ikaba, V., Wali, K., & Kpunee, H. (2017). It Wetted my Appetite! Demographic Differences in Perceiving Gastronomy Content on Social Media : A Study of Fast Foods Restaurants in Port Harcourt. In G. A. Okwandu, & N. G. Nwokah (Eds.), <i>Re-Inventing of Wheel of Nigeria's Economic Growth through Marketing : Where Are We Now? Proceedings of the 1st Annual RSU Marketing Academic Conference in Collaboration with the National Institute of Marketing of Nigeria, 3-4 May, 2017</i> (pp. 98-109). Rivers State University.
dc.identifier.otherCONVID_27020147
dc.identifier.otherTUTKAID_73874
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/54142
dc.description.abstractFast food chains have emerged to be a dominant sector in the Nigerian retail industry, contributing to employment generation and the nation’s GDP. In the face of dynamic competitive business landscape, this sector has continuously relied on the traditional method of communicating, engaging and retaining customers. This anachronistic approach has cut them from a profitable customer segment which relies heavily on ICT tools such as social media. Thus, the aim of this study is to examine the differences in the rate fast food chains utilize social media through professionally handling posting of gastronomy content on their social media pages. Utilising gastronomy as an emerging concept and/or theory in the tourism discipline, we used the SPSS 24 as the analytical software with analytical tools such as ANOVA and T-Tests, we found that gastronomy content on social media does not influence consumers’ perception of a fast food as favourite. However, we found that women and the adult population showed responsiveness to gastronomy content on social media than the men and the younger population. Theoretical and managerial implications are offered in addition to future research directions.
dc.format.extent420
dc.language.isoeng
dc.publisherRivers State University
dc.relation.ispartofRe-Inventing of Wheel of Nigeria's Economic Growth through Marketing : Where Are We Now? Proceedings of the 1st Annual RSU Marketing Academic Conference in Collaboration with the National Institute of Marketing of Nigeria, 3-4 May, 2017
dc.subject.otherdemographics
dc.titleIt Wetted my Appetite! Demographic Differences in Perceiving Gastronomy Content on Social Media : A Study of Fast Foods Restaurants in Port Harcourt
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-201705242493
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.date.updated2017-05-24T12:15:11Z
dc.relation.isbn0
dc.type.coarconference paper
dc.description.reviewstatusnonPeerReviewed
dc.format.pagerange98-109
dc.relation.issn0
dc.type.versionacceptedVersion
dc.rights.copyright© the Authors & © Department of Marketing, Faculty of Management Sciences, Rivers State University of Science and Technology, Port Harcourt, 2017.
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceRiver State University Marketing Academic Conference
dc.subject.ysososiaalinen media
dc.subject.ysogastronomia
dc.subject.ysopikaruokapaikat
dc.subject.ysopikaruoat
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p2845
jyx.subject.urihttp://www.yso.fi/onto/yso/p20640
jyx.subject.urihttp://www.yso.fi/onto/yso/p5587


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