Evaluating the Effects of Influencers and Social Media Advertising on Brand Awareness and Consumer Perceptions of Restaurants in Accra

Abstract

This study investigates the effectiveness of social media advertising and influencer marketing on brand awareness and consumer perceptions in the hospitality industry in Accra, Ghana. Drawing on theoretical frameworks such as the Theory of Planned Behaviour (TPB), the Elaboration Likelihood Model (ELM), Social Learning Theory (SLT), and Social Contract Theory (SCT), the research provides a comprehensive understanding of how these strategies influence consumer behaviour. A quantitative approach was employed, with data collected from 114 respondents using structured surveys. Descriptive, correlational, and regression analyses were conducted to examine the relationships between these concepts - social media advertising, influencer marketing, brand awareness, and consumer perceptions. The findings reveal that social media advertising is the strongest predictor of brand awareness,demonstrating a significant positive correlation. Influencer marketing, while moderately impactful on awareness, is critical in shaping consumer perceptions. Respondents, predominantly young adults aged 22–41, highlighted the importance of visual appeal, authenticity, and trustworthiness in advertisements and influencer content. The study underscores the complementary roles of social media advertising and influencer marketing in driving consumer engagement and enhancing brand equity. Practical recommendations include optimising visually rich advertising campaigns, leveraging authentic influencer partnerships, and fostering user participation to build trust and loyalty. Limitations include the geographic focus on Accra, the demographic skew towards younger respondents, and the cross-sectional nature of the study. Future research should explore longitudinal effects, expand to other regions, and examine emerging platforms like TikTok. This research contributes to the academic discourse on digital marketing in emerging markets and provides actionable insights for restaurants seeking to navigate Accra’s competitive dining landscape.