Deployment and Use of Social Media Influencers in Public Relations: A Study of Ghana’s Fast Foods Industry

Abstract

This study aims to unravel the strategic processes behind the selection and deployment of social media influencers in Ghana’s fast food industry. Anchored in the theoretical lenses of diffusion of innovations and social exchange theories, the research adopts a qualitative methodology, collecting data through interviews with Public Relations and Marketing Managers across five fast food companies (ChickenmanPizzaman, KFC Ghana, Mr. Wu’s Chinese Fast Food, Papa’s Pizza and Chicken n Wine) and analysing the findings through thematic analysis. The major findings highlight a calculated approach in influencer selection, where brand alignment and audience engagement are paramount, influenced heavily by the perceived benefits and innovative potential outlined in the chosen theories. The study recommends the importance of developing robust criteria for influencer partnerships, enhancing transparency in expectations, and establishing regular performance evaluations to ensure alignment with strategic marketing objectives. These steps are crucial for leveraging influencer relationships effectively within the fast food sector.