AN ASSESSMENT OF MOBILE MARKETING AND ITS EFFECT OF BRAND AWARENESS IN QUICK SERVICE RESTAURANTS IN BAYELSA STATE.

Abstract

The study is an assessment of the effect of mobile marketing on brand awareness in quick service restaurants in Bayelsa state. This study is crucial because of the intense competition that exiast among the several restaurants in Nigeria generally, and Bayelsa specifically. Adopting a cross
sectional research method, the primary study surveyed selected customers in some of the quick service restaurants that are prominent in the state of Bayelsa. Data was collected using a structured questionnaire that was distributed to the chosen target population and the study revealed that there is a strong and positive relationship that exists between mobile marketing and brand awareness.
Similarly, the study revealed that the variables of both the independent variables and the dependent variable. Using inferential statistics to test the stated hypotheses, the study recommended that Managers of quick-service restaurants should invest in developing and promoting mobile applications to effectively reach and engage with their target audience. Also, Management of quickservice restaurants should allocate resources towards developing and implementing effective social media marketing strategies to maximize their brand awareness and ultimately drive customer engagement and loyalty.