Examining the role of Facebook psycho-social aspect on fast food restaurant brand trust, preference and purchase intention: A case study of Chicken Inn in Kadoma, Zimbabwe.

Author
Machava, Privellege
Title
Examining the role of Facebook psycho-social aspect on fast food restaurant brand trust, preference and purchase intention: A case study of Chicken Inn in Kadoma, Zimbabwe.
Abstract
The fast food industry is marked by fierce competition, promoting establishments to develop innovative strategies to navigate this challenging landscape. This research aims to examining the role of Facebook psycho-social aspects on fast food restaurant brand trust, preference and purchasing intention, a case study of Chicken inn used by the researcher .The goal was to explore how Facebook psycho-social aspects influence consumer behavior towards fast food restaurant. A conceptual framework was developed to bridge theoretical knowledge and practical gaps in the relationship between the variables. The research objectives and hypothesis were discussed to know the relationship between these variables .A review of literature was conducted to summarize varying others comprehension of the research of the research aims hypothesis, presenting both theoretical and empirical findings. The research employed descriptive and casual research design, utilizing the stratified random sampling technique and questionnaires for data collection. The sample size consisted of 278 respondents out of a population of 1000 people in Kadoma .Statistical computation were conducted using the SPSS Amos version 27 as quantitative software package to analyze quantitative data. The results were presented in the form of figures. The research findings through hypothesis testing indicate there is statistically positive relationship between Facebook psycho-social aspects of compensation and addiction with fast foods restaurant brand trust but with brand preference there was no positive relationship. Facebook self-presentation and socialization indicate negative correlation with brand trust and preference. Brand trust and preference were positively correlated with purchasing intent from fast motivation food restaurant. It was evidence that from the study the trust from past experience has an influence on purchase intention on fast food restaurant.
Date
June 2025
Publisher
BUSE
Keywords
Facebook
Chicken Inn
Fast Food Restaurant
Supervisor
Dr. G. Karedza
Item sets
Department of Marketing
Media
Machava, Privillege.pdf

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