MODERATING ROLE OF SOCIAL FACTORS ON THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ON PERFORMANCE OF FAST FOOD RESTAURANTS IN NAIROBI CENTRAL BUSINESS DISTRICT, KENYA

Abstract

Universally, Integrated Marketing Communication (IMC) plays a pivotal role in providing adequate intrinsic information which impacts on consumer satisfaction which leads to overall performance of fast food restaurants. In this regard the study was designed to assess the moderating role of social factors on the effect of integrated marketing communications on the performance of fast food restaurants in Nairobi central business district. The study was guided by the following specific objectives; to examine the role of public relations, social media networks, sales promotion and advertising on the performance of fast food restaurants in Nairobi CBD. Further the moderating role of social factors on the effect of intergraded marketing and communication on the performance of fast food restaurants in Nairobi CBD. Subsequently five hypotheses drawn from the five objectives were tested. The study was conducted between June 2018 and September 2018. The study was grounded by the social exchange theory and theory of reasoned action. The study adopted an explanatory research design. The target population was 144 key informants which included 48 managers and 96 heads of departments sampled from all the 48 fast food restaurants in Nairobi CBD. In this study census was adopted to arrive at 144 key informants which represented the sample size for the study. Primary data was collected by use of questionnaires while secondary data collected by reviewing literature. Collected data was analyzed by use of inferential and descriptive statistics with the aid of SPSS version 24.0. Inferential statistics included multiple regression and coefficient of correlation and, An ANOVA while descriptive statistics used included mean, frequencies, standard deviation and skewness and kurtosis. Pre-testing of the instrument at selected fast food restaurants. Cronbach’s alpha coefficient was used to ascertain whether the instrument met the reliability threshold of 0.7 or above. The value for public relations (β=.253), social media networks (β=.264), sales promotion (β=.385), advertising (β=.306), were positive. All variables were significant. Further, results of multiple regressions revealed that social factors moderate the relationship between integrated marketing communication and the performance of fast food restaurants with F=60.279 at P=.000. Thus the study concludes that the adoption of public relations, social media networks, sales promotion, and advertising would enhance performance of fast food restaurants. However with the introduction of social factors the contribution of public relations, social media networks, sales promotion, and advertising in enhancing performance of fast food restaurants is weakened. This implies that the management of fast food restaurants should pay high premiums in strategically formulating and implementing integrated marketing and communication with regard to social factors which can effectively galvanize high performance of fast food restaurants.