Impact of User-Geneerated Contents on Customers’ Patronage: a Study of Jolly Joy Meals in Ilorin

In today’s digital environment, user-generated content (UGC) plays a critical role in shaping consumer trust, engagement, and loyalty, especially in the fast-food industry. However, many local businesses, like Jolly Joy Meals in Ilorin, not yet to fully harness user generated content to boost customers’ patronage, leading to untapped competitive advantage. This study investigates the impact of user generated content on customer patronage, providing evidence to guide local restaurant marketing strategies. The objectives of the study were to: (i) examine the effect of perceived trustworthiness on customer patronage; (ii) assess the effect of perceived authenticity on customer patronage; (iii) evaluate the impact of customer engagement on customer patronage; and (iv) investigate the effect of brand perception on customer patronage. The study adopted a survey research design and targeted customers of Jolly Joy Meals in Ilorin. Using a structured questionnaire, data were collected from a sample size of 384 respondents, determined through Godden’s (2004) infinite sample size formula while 333 copies of questionnaire were retrieved. Data was analysed using multiple regression analysis. Findings revealed significant positive effects: perceived trustworthiness (R = 0.881; R² = 0.776; β = 0.881; p = 0.000), perceived authenticity (R = 0.893; R² = 0.797; β = 0.893; p = 0.000), customer engagement (R = 0.931; R² = 0.866; β = 0.931; p = 0.000), and brand perception (R = 0.946; R² = 0.894; β = 0.946; p = 0.000) on customer patronage. The study concludes that user-generated content significantly enhances customers’ patronage when it is perceived as trustworthy, authentic, engaging, and positively shapes brand perception. It recommends that Jolly Joy Meals should actively encourage genuine customer reviews, create interactive content on social media, and ensure consistent brand messaging to deepen customer trust and loyalty.