EFFECT OF SOCIAL MEDIA ON CONSUMER PATRONAGE OF FAST-FOOD PLACES AMONG RESIDENTS OF OGBOMOSO NORTH LOCAL GOVERNMENT AREA, OYO STATE, NIGERIA.

Abstract This study examined the effect of social media on consumer patronage of fast food outlets among residents of Ogbomoso North Local Government Area in Oyo State. With the rapid growth of social media platforms, businesses—especially fast food outlets—have increasingly adopted digital marketing strategies to attract and retain customers. This study aimed to assess how social media influences consumer awareness, preferences, and patronage decisions. A descriptive survey research design was adopted for the study. Data were collected from residents using structured questionnaires, focusing on their exposure to social media advertisements, engagement with fast food brands online, and frequency of patronage. The data obtained were analyzed using descriptive and inferential statistical tools to determine the relationship between social media usage and consumer behavior. The findings revealed that social media significantly influences consumer patronage of fast food outlets. Factors such as online advertisements, promotional offers, customer reviews, and brand visibility on platforms like Instagram, Facebook, and Twitter were found to positively affect consumers’ decisions to visit and purchase from fast food outlets. Additionally, the study showed that younger consumers are more influenced by social media content compared to older individuals. The study concludes that social media is a powerful tool for enhancing customer patronage in the fast food industry. It is recommended that fast food businesses invest more in digital marketing strategies, maintain active social media presence, and engage customers through interactive and appealing content to improve patronage and customer loyalty.