E-Marketing and Sales Performance of Fast-Food Restaurants: Lessons From the COVID-19 Pandemic

Abstract

This study examined E-marketing and sales performance of fast-food restaurants drawing lessons from the COVID-19 pandemic. It centered on determining the relationship between E-marketing strategies (social media marketing, online reservation system and online advertising) and the sales performance of fast-food restaurants during the COVID-19 pandemic. Cross-sectional survey research design was adopted for the study. Primary data were obtained from 154 managers and personnel of fast-food restaurants using a structured questionnaire. Descriptive statistics was adopted for data analysis, while hypotheses testing was carried out using Pearson’ Product Moment Correlation. The findings of the study revealed that social media marketing, online reservation system and online advertising had significant positive relationships with the sales performance of fast-food restaurants during the COVID-19 pandemic. Therefore, we recommended that in crisis situations, fast-food restaurants should leverage social media platforms, media-sharing networks, and online communities for promotional efforts, integrate online reservation systems to facilitate remote orders, and prioritize online tools such as search engines and influencers for cost-effective advertising, transcending the limitations of traditional media. On the basis of the limitations of this study, we also provided empirical implications for further research.