EFFECTIVENESS OF FACEBOOK, WHATSAPP, AND INSTAGRAM MARKETING ON FAST FOOD OUTLETS' BUSINESS GROWTH IN YENAGOA

This study examines the impact of social media on Business Performance of Fast-Food Outlet in Yenagoa, Bayelsa State. The study employed a survey research design and used Spearman Rank correlation to investigate the relationships between Facebook, WhatsApp, Instagram marketing, and increased sales. The findings reveal strong positive relationships between Facebook marketing (rs = 0.831, p < 0.01), WhatsApp marketing (rs = 0.75, p < 0.05), and Instagram marketing (rs = 0.951, p < 0.001) and increased sales. The study concludes that social media marketing significantly influences business performance, with Instagram marketing emerging as the most effective platform for driving sales growth. The findings provide valuable insights for hospitality firms seeking to leverage social media marketing to enhance their business performance and drive sales growth. By prioritizing Instagram marketing, followed by Facebook and WhatsApp marketing, hospitality firms can maximize their social media marketing efforts and improve business outcomes