DIGITAL MARKETING ADOPTION AND PERFORMANCES OF FAST-FOOD COMPANIES IN DEVELOPING COUNTRIES

Abstract

Abstract

This research investigated digital marketing practices and the profitability of fast-food enterprises in developing economies. To accomplish the study’s objectives, three specific research goals were formulated to provide direction for the investigation. The research employed a survey approach, with a population consisting of 250 permanent employees.  244 was the sample size administered. The structured questionnaire was validated by experts in marketing. Data obtained from the field were statiscally tested. The empirical findings revealed that email marketing, search engine optimization, and social media marketing exhibited significant positive relationships with the performance of fast-food companies in developing countries. Notably, the results indicated a substantial improvement in the performance of these companies over the past four years, suggesting that digital marketing strategies have exerted a strong and beneficial influence on their organizational outcomes. The study concluded that digital marketing, in its various dimensions, significantly enhances the performance and competitiveness of fast-food enterprises. Moreover, the findings showed that certain digital marketing tools possess greater efficacy in driving organizational performance than others. Consequently, it was recommended that fast-food companies should strategically leverage social media and other online platforms to strengthen their communication systems and optimize business performance.

Keywords: Digital Marketing, Search Engine Optimization, Social Media Marketing, Email Marketing, Organizational Performance, Fast-Food Firms.