Abstract:
The study investigates the use of Facebook as a marketing tool for small fast-food businesses operating in Mankweng, South Africa. Employing a qualitative approach and an exploratory research design, this research aims to comprehensively explore how these small fast-food businesses harness the power of Facebook for marketing purposes. This study's theoretical framework incorporates Chaffey's theory of social media marketing, which provides a comprehensive framework for understanding the dynamics of social media as a marketing platform. In addition, the Technology Acceptance Model is utilised to examine the factors influencing the adoption and acceptance of Facebook as a marketing tool among small fast-food business owners in Mankweng. Semi-structured interviews were conducted with a diverse group of small fast-food business owners. The qualitative nature of the study allows for an in-depth exploration of their experiences, practices, and perceptions concerning the use of Facebook as a marketing tool.
The findings of this research illuminate both the opportunities and challenges that emerge when small fast-food businesses use Facebook as a marketing tool. While Facebook offers cost-effective means for brand visibility and customer engagement, challenges arise from the need for technical proficiency, content management, and handling customer feedback effectively.
In a rapidly evolving digital landscape, the importance of Facebook as a marketing tool for small fast-food business owners in Mankweng cannot be overstated. It serves as a cost-effective channel for brand promotion and enables direct customer engagement, real-time feedback, and the establishment of a robust online presence. In an increasingly competitive market, embracing Facebook as a marketing platform emerges as a strategic imperative, ensuring these businesses remain relevant, competitive, and poised for sustainable growth. Small fast-food business owners in Mankweng, South Africa, can leverage Facebook to adapt to changing consumer expectations and behaviours, positioning themselves for success in the contemporary marketplace.
