Investigating the Relationship Between Mobile Marketing and Brand Awareness in Quick Service Restaurants in Bayelsa State: Measuring The Mederating Effect of Brand Preference

This study examines the moderating effect of brand preference on the relationship between mobile marketing and brand awareness in quick service restaurants (QSRs) in Bayelsa State. As mobile marketing increasingly influences consumer behavior, understanding its impact on brand awareness is crucial. This research investigates how brand preference moderates the effectiveness of mobile marketing strategies in enhancing brand awareness among QSR consumers. A survey-based approach will be employed to collect data from QSR customers in Bayelsa State. The study's findings will provide valuable insights for QSR operators, enabling them to develop targeted mobile marketing strategies that account for brand preference. The results will contribute to the existing literature on mobile marketing, brand awareness, and brand preference, offering practical implications for QSRs seeking to optimize their marketing efforts in a competitive market. By exploring the moderating effect of brand preference, this study aims to enhance understanding of consumer behavior in the QSR industry.