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RESEARCH PRODUCT

It Wetted my Appetite! Demographic Differences in Perceiving Gastronomy Content on Social Media : A Study of Fast Foods Restaurants in Port Harcourt

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Fast 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. nonPeerReviewed