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Impact of Social Media Influencers on Food Businesses in Ghana- Case Study of Pizzaman Chickenman
(Ashesi University, 2022) Acolatse, Elom Awo
The advent of social media influencers became necessary as social media usage became a go-to channel for selling products and services. Influencers on social media have aided in the marketing of products and services. Marketing is essential to a business's success. Customers obtain the appropriate product at the right time and place for the right price when the seven Ps of the marketing mix are combined, i.e. product, place, promotion, price, process, physical environment, and people. The relevance of food influencers comes in as many restaurant owners are perceived to lack expertise in digital marketing and branding activities and are interested in adopting the use of social media influencers to assist in selling their products. In Ghana, not enough studies have been carried out to determine the impact of social media influencers on food businesses' sales and brand awareness (Harding et al., 2020). The case study of Pizzaman Chickenman was chosen to answer the research questions and objectives. The objective of this thesis is to learn more about the positive effects of social media influencers on sales revenue, brand awareness, and food demand.