VISUAL CONTENT ENGAGEMENT AND MARKETING PERFORMANCE OF RESTAURANTS IN PORT HARCOURT

Abstract

The aim of this research was to empirically examine the relationship between visual content engagement and marketing performance of food and beverage firms in Port Harcourt. The cross-sectional survey design was used in accessing the study’s subjects, with questionnaire as major instrument for data collection. The research population comprised of 72 staff of the 15 registered restaurants operating in Port Harcourt the Rivers State capital. A total of two research questions and two corresponding hypotheses guided the study. The hypotheses were tested with Spearman’s Rank Correlation Coefficient statistical tool. Results revealed positive and significant relationship between visual content engagement and sales growth as well as market share of the restaurants.  It was concluded that visual content engagement has become a veritable marketing tool to achieve cost effectiveness and business success in terms of sales growth and market share. Based on the above findings and conclusions, the study recommended that businesses particularly restaurants should encourage the use of visual content engagement as this social media marketing strategy enable firms product to be visible online with useful information that helps them acquire market share and improve sales.