However, digital activism and the Net Generation had not been studied together previously. The Net Generation, people born between 19 who have grown up with technology and the internet, have been shown to be the ones that tend to take part in digital activism. It refers to the efforts made on digital media to raise awareness for and make a difference to causes using methods outside of traditional activism, such as social media and online petitions. The study concluded that consumers would continue patronizing online retailers at a crescendo despite their varying perception of internet usage.ĭigital activism has become an increasingly researched phenomenon as instances of online activism campaigns have become more numerous over the past decade. Among others, the findings revealed that there is a significant difference in the perceptions of the entire consumers and that consumers patronize online fast food retailers very significantly. The hypotheses were tested using ANOVA and Chi-square statistical tools at 5% level of significance and specified degrees of freedom. The data collected were analyzed and presented in tables. To achieve these objectives, a cross sectional survey research design was adopted with questionnaire being the data collection instrument. Two objectives were sought to determine the perception of the consumers toward online fast food shopping and to determine the extent to which the consumers patronize the online fast food retailers. despite the nefarious atrocities of internet fraudsters.
It was premised on the proliferating notion of online retail businesses in Nigeria particularly through the use of many social media like Facebook, Twitter, YouTube, Google Stores, LinkedIn, etc. This study was carried out on the role of social media in marketing of consumer products in Kano state, a case study of fast food industry.
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