An Exploration of Coca-Cola's Social Media Strategies

The provided content appears to be a mixed set of academic articles and online resources on the topic of social media marketing, with a focus on Coca-Cola as a brand. The articles discuss various aspects of social media marketing, including its role in building brand image, influencing purchasing decisions, and enhancing loyalty. The online resources include news articles and blog posts highlighting successful digital marketing campaigns by Coca-Cola. Additionally, there is an appendix that contains survey questions related to social media marketing practices of Coca-Cola, assessing its effectiveness in terms of customer engagement, purchase behavior, and brand loyalty.

To analyse the role of social media
campaign on building brand image of
company: A study on Coca Cola UK
1

Table of Contents
LO1.......................................................................................................................................................3
1.1....................................................................................................................................................3
INTRODUCTION ...............................................................................................................................3
1.3 Factors contributed in the research project selection ................................................................4
LO 2......................................................................................................................................................6
2.1....................................................................................................................................................6
2.2....................................................................................................................................................6
LO 3......................................................................................................................................................9
3.1....................................................................................................................................................9
3.2..................................................................................................................................................11
LO 4....................................................................................................................................................12
4.1..................................................................................................................................................12
4.2..................................................................................................................................................12
4.3..................................................................................................................................................13
LO 5....................................................................................................................................................14
5.1..................................................................................................................................................14
5.2. 5.3 Summarizing the key findings of the research using suitable methods............................14
5.4..................................................................................................................................................19
References..........................................................................................................................................21
2

LO1
1.1
INTRODUCTION
Background
Research project can be stated as concise document that is being developed on a particular
research topic. There are wide range of tools and techniques that are needed in research project in
order to attain the objective and aim of study. The research can be defined as cautious and in depth
study into a particular problem or issue with the aid of scientific methods. In the existing era, the
significance of social media has enhanced speedily and every business entity has started to adopt
this tool for accelerating its overall performance in the market. The social media is used as
important tool by entities to widen their business. The organization can easily communicate their
brand value to maximum audience. Social media is effective tool that enable the organization to
advertise their broad range of products and services and establish emotional connection with tar get
customers. There are contrasting social networking sites such as Facebook, Instagram, Twitter,
Snapchat, Pinterest etc. that can be used for marketing. They are cost effective source that can be
used by entities to spread awareness about their products and services. The organization can use
social media sites to facilitate their marketing campaign such as e-brochure can be designed and
uploaded on Facebook etc. Other than this, the extent of market rivalry is increasing significantly
due to which social media campaign can be regarded as prominent source for strengthening
customer base and winning their life time loyalty. In this respect, social media can be used as tool to
showcase how entity is rendering better and fine offerings to its potential market in comparison to
its rivals. Apart from this, product differentiation has also enhanced significantly in modern era and
social networking site permit the brand to give better performance in market. Therefore, it can be
stated that social media can be used to gain competitive benefits in market.
The present study is based on the analysis of role of social media campaign on building the
brand image of entity. To facilitate the study Coca Cola has been selected. It is American carbonated
soft drink company introduced in 1886 in Atlanta, Georgia, USA. The company holds leading
position in the beverage industry. As per the Intervrand best international brand strategy of 2015,
Coca Cola is globe third most valued brand. According to the statistics of 2013, the offerings of
company are sold in around 200 nations across the world. sThe mission of company is to develop
value and make a difference in the lives of people. In order to attain its mission, entity use different
methods to enhance the quality of its services. Thereafter, to boost the sales of its offerings in
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market with high competition, wide range of marketing tactics are used by entity. Coca Cola enjoys
high reputation in market due to efficiency of business to meet the expectations and needs of
customers.
1.2 Research outline specification
The prime focus of the current study will be “ To analyse the role of social media campaign
on the brand image of the company: A study on Coca Cola, UK”. In order to assure smooth
completion of study in desired manner,diverse objectives have been framed which are depicted as
follows:
 To ascertain the role of social media campaign in the beverage industry
 To determine the conceptualization of social media marketing and brand image
 To investigate the impact of social media marketing on brand image for Coca Cola UK.
 To recommend the ways through which Coca Cola can carry out effective social media
practices
With the help of aforementioned objectives, the present study can be performed so that
ultimate objective can be attained easily.
Research question
 What is social media marketing and brand image?
 How social media marketing impact brand image of Coca Cola UK?
 What are the ways through which Coca Cola can carry out effective social media practices ?
 What are the main significance that Coca Cola can obtain by performing social media
campaign?
So, aforementioned are few of the research questions that will be framed for the current
study so as to attain the overall objectives. They will act as a foundation for the investigator to
increase the overall effectiveness of the study.
1.3
Factors contributed in the research project selection
The present study is based on the topic”“To analyse the role of social media campaign on the
brand image of the company: A study on Coca Cola, UK”. To facilitate the study Coca Cola which
is leader in beverage industry is selected. In the present dynamic world, the organization face
4

numerous challenges in the market such as frequent changing technology, increasing competition,
political and economic instability, increased awareness among customers, change in taste and
preference of customers etc. In order to overcome these problems, core competency can be build
by company. In addition to this aspect, social media can be used by entity to develop unique image
in market. The identity of company is mediated through social media and therefore firm can build
value of its offerings through this platform. Other than this,it is effective tool for spreading
awareness in market regarding new offerings, discounts and other information. With the help of
social media company can strengthen its relationship with potential customers. The main reason for
adopting social media tools is that in most convenient and cost effective approach that can be used
to reach wide range of audience at a time. Hence , it can be considered as few of the main factors
that will help in choice of research project.
Justification of the research question
The social media marketing is the most trending topic at present. In order to stay ahead of
the competitors, it is important in present day for company to communicate its brand value through
social media sites. It further play important role in impacting the brand image of company. It
facilitate the customer to not only familiarize the entity but also know how it is better than others.
The social media tools can b e used by company in increasing its presence at international level.
With the aid of social media sites organization can generate leads and enhance leads on its e-
commerce site. Overall, it can be stated that social media tool are the most effective options for
enhancing the productivity and profitability.
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LO 2
2.1
Literature review is the work of a scholar who collect the information on specific topic with
different sources and includes current knowledge with substantive findings. In this part, researcher
makes the theoretical and methodological contribution to a particular topic. Data is collected from
secondary sources here that is later critically evaluated by the researcher. In the present report,
scholar has gathered information based on analysing the role of social media campaign on building
brand image of Coca Cola. Critical review made on the key literature that is collected from the work
of different authors is stated as below:
According to Du, Bhattacharya and Sen, (2010), social media marketing is the process
through which attention from public can be gained with the help of different social sites. In present
scenario, it is the most common and successful way of sending short messages to the public and
making people updated with latest information of company. Through this way, companies are
promoting their products and services to a large audience at less cost as well as within short period
of time. With the use of social media platforms and websites, firms are doing promotion in an
effectual way along with addressing a range of stakeholders like current and potential customers,
potential employees and general public (Du, Bhattacharya and Sen, 2010). However, it can be
critically analysed that in today’s era, to sustain with beating competition in the market, it is
important to use social media platforms.
On the other hand, Bruhn, Schoenmueller and Schäfer, (2012) explained about the brand
image in terms that it is the view of customers with which they make perception about the products
and services of firm. It can be referred as the set of beliefs that an individual has about a specific
brand. Gensler and et.al., (2013) said that it is important to keep a positive brand image of products
and services in the market as a little negativity of brand can lead to severe consequences like
declining sales and the profits of firm. Thus, it can be critically assessed that if company has a
negative brand image, to survive in between competitors would not be possible (Gensler and et.al.,
2013). Brand image is all about the positioning of products and services made by the firm which
conveys the emotional value to the customers that helps in retaining them for longer duration.
2.2
As per the views of Kietzmann and et.al., (2011), social media has now become an important
part of daily life as customers now-a-days used to get engaged with the digital gadgets. This is the
reason, it can be said that social media campaign made by firms has a great impact on building their
brand image in the market. For business and marketing, social media plays a significant role. Author
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says that if organisations will use the social media campaigns with full potential and connectivity, it
will serve as the most powerful tool to make the business successful. It can be critically assessed
that marketing and advertisement campaigns put a positive impact on the minds of target customers
if it is done in a proper way (Kietzmann and et.al., 2011). So, it can be said that for building the
brand image of Coca Cola, UK as well, social media campaigns is the best option.
In the words of Bold, (2015), Coca Cola, UK has made the world’s most effective ad
campaign which has proved that digital media builds business. Company is performing its best in
the making effective use of social media marketing, followed by Nike and Virgin as per ranking
given by The Internet Advertising Bureau UK (IAB). On the contrary, it has also been assessed
according to Twitter that Coca Cola has given best campaigns in the year 2015 with the use of
social media platforms. Through these campaigns, company has made promise that it will bring
happiness to London. It has been evaluated that Coca Cola is doing very well digitally and firm is
gaining great benefits through social media and ad campaigns. On Facebook page, company has
attracted 93 million fans as well as on twitter, it is having 3.11 million followers. This is the reason;
it is perceived as the most active brand in the market among all.
Moth, (2013) has shown in his article that Coca Cola, UK has attained a notable success in
digital marketing and thus, it is being the leader in offering beverages since the time when it had
monopoly in the market. Some of the most popular campaigns made by the organisation are The
Coca Cola Happiness Machine, London 2012, Super Bowl 2012, The Friendship Experiment, The
Ahh Effect, etc. (Moth, 2013). It shows that Coca Cola, UK understands the role of social media
marketing on building the brand image effectively. However, company has made many
commitments with regard to the way in which it interacts with public through social media
platforms. It has committed that in every social media engagement, company will be transparent.
Also, it will protect the consumer’s privacy as per the laws, rules and regulations imposed by the
UK government along with complying Privacy and IT Security Policies (Social Media Principles,
2016). Apart from that, it will be responsible for the use of technology and will reasonably monitor
their behaviour at social media. Last but not the least; company will keep its appropriate records as
per the industry best practices. All principles of Coca Cola, UK with respect to social media
marketing states that company is sharing positive and optimistic spirits of their brands in the
market. Thus, it is clear that social media campaigns are playing a vital role in building the brand
image of Coca Cola, UK.
As per the perspective of Singh and Sonnenburg, (2012), there are many ways through
which Coca Cola, UK can carry out effective social media practices. To make a campaign
successful, first and foremost, cover picture needs to be impressive. On social media sites, to make
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the reader clear about who you are and with what you are dealing, it is important to have a good
cover picture with a clear message that must specify the brand and its unique specifications. For the
same, clear and high quality image with limited text has to be used in relation with the brand.
However, with after every regular interval, it must be updated with the latest changes that company
has adopted in its products and services (Singh and Sonnenburg, 2012). Apart from that, its profile
picture must be optimized as well as the posting strategy must be clear, that is, promotion of product
must be done on social media sites with having a nice cover, beautiful profile pic, impressive about
section and well set third party apps. But, it can be critically assessed that if the posting strategy will
not be effective enough, then it will lead to huge losses for the firm (Singh, 2016). Thus, Coca Cola,
UK has to keep in consideration all these points in mind while positioning their brand through
social media campaigns.
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LO 3
3.1
Quantitative Research
1.
Are you frequent drinker of Coca Cola Result
Yes 45
No 5
2.
How frequently you like Facebook pages
of Coca Cola
Result
Daily 25
Once in a week 17
Twice in a week 8
3.
Does Facebook campaign of Coca-Cola
determine your buying of companies offering
Result
Yes 40
No 10
4
Do you consider social networking like
Facebook for other entities in beverage
industry
Result
Strongly agree 12
Agree 20
Neutral 10
Disagree 5
Strongly disagree 3
9

5.
Is Facebook campaign of Coca-Cola more
attractive in comparison to its other rivals
Result
Strongly agree 20
Agree 10
Neutral 8
Disagree 3
Strongly disagree 9
6.
Is your loyalty towards the brand increased
after being informed through social
networking sites
Response
Yes 35
No 15
7.
Do you comprehend social
media practice of Coca-Cola
are more impelling in
comparison to other
marketing techniques used by
company
Result
Yes 40
No 16
8.
Have you become frequent
buyer of Coca Cola products
as results of increased loyalty
through social media
Result
10

campaign
Yes 38
No 12
9.
Do you consent that social
networking have a immense
effect on brand image and
customer loyalty towards
Coca Cola
Result
Yes 30
No 20
10.
What kind of help is furnished
by entity through its social
media practices? No of respondents
Resolution of complaints
related to services and products 25
Obtaining feedback and
reviews 10
Informing customers about new
products, service and discounts 15
3.2
Qualitative research
Theme 1: The maximum customers drink Coca Cola on regular basis.
Theme 2: The majority of customers follow Facebook daily
Theme 3: The purchase decision of maximum customers is influenced by Facebook
campaign of Coca Cola
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Theme 4: The maximum customers agree that they consider the social networking of
other beverage companies
Theme 5: The Facebook campaign of Coca Cola is more attractive as compared to its
rivals
Theme 6: The loyalty of customers is increased with the help of social media
campaign of company.
Theme 7: The majority of customer agreed that social media campaign of Coca Cola
is more attractive than its rivals.
Theme 8: The customers have started buying the products of Coca Coal regularly as
a result of social media campaign.
Theme 9: The maximum customer agree that social media have immense and strong
impact of improving the brand image and customer loyalty.
Theme 10: The majority of customers state that company use its social media
campaign to resolve product related issues of customers
LO 4
4.1
Research Methodology
It is a systematic and theoretical analysis of the methods that researcher is going to apply in his
study to attain the set objectives of research. It includes the tools that are used to collect the
information and data by which researcher takes his decisions. Ultimately, research methodology can
be seen as the systematic way by which the basic problem of study can be solved. It outlines the
way in which investigation is going to be conducted by the researcher (Hassan, 2010). In the present
research, to analyse the role of social media campaign, there are different tools and techniques that
are going to be used by the researcher.
Research Design
In the present study, descriptive research design is used by the researcher that describes the
characteristics of population, that is, about the selected sample in study. It involves in-depth
analysis of the topic which does not include the questions about how/when/why the characteristics
occurred (Jackson, 2010).
Research Type
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Qualitative and quantitative, both research types are used by the scholar in this study. For
quantitative, numerical data is collected and applied along with applying some statistical tests.
However, under qualitative research, information from secondary sources will be collected and
applied by the use of tool of thematic analysis by making different themes based on analyzing the
role of social media campaign on building the brand image of Coca Cola, UK (Guest and et.al.,
2011).
4.2
Questionnaire
Sample
Researcher has selected 50 customers of Coca Cola from London. They have been selected by the
use of random sampling technique in which all people from the research universe, that is, city
London had equal chances to get selected in the sample (Lemeshow and Levy, 2011).
Validity and reliability
Validity refers to the extent to which conducted research is credible. The present research has all
genuine findings. Researcher has collected entire information through authentic sources. On the
other hand, reliability is repeatability of findings, that is, to check if the study will be conducted by
some other author in future, whether it will provide the same results or not (Johnson and
Christensen, 2010). It can be said that the present study is having both; validity as well as reliability
of information.
Data analysis
Researcher has taken response from respondents of selected sample on the excel spread-sheet. Also,
scholar has used the method of preparing questionnaires in which both; open ended and close ended
questions have been selected (Hassan, 2010).
Response data
The response rate was 100% as 50 out of 50 customers have answered all questions in the survey
method.
Conclusion
All selected methods are best suitable for analysing the role of social media campaign in building
the brand image of Coca Cola, UK. Further, information collected through questionnaires will be
interpreted and analysed in the chapter of data analysis.
4.3
Major tool that has been selected to conduct the present research is survey through questionnaire.
The tool of questionnaire has proved to be more valid and reliable than that of other approaches as:
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 It gives more practical results that other techniques.
 Also, plenty of information from mass people can be gathered within a short duration.
 Results can be quickly and easily calculated (Jackson, 2010).
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LO 5
5.1
See page () to avoid Repeat due words limit
2. Introduction
Research Question See page (7) to avoid Repeat due words limit
1.2 Factors that contribute to the process of successful research of question selection
1.3 Why the impact of social media campaign on developing the brand image of the company has
been chosen?
3. Literature review
5.2. 5.3 Summarizing the key findings of the research using suitable methods
1.
Interpretation: The 45 respondents out of 50 agreed that they frequently drink Coca Cola. To
influence more customer company can increase quality and marketing of its product.
2.
15
Yes No
0
5
10
15
20
25
30
35
40
45
50
Are you frequent drinker of Coca Cola
Result

Interpretation: 25 respondents out of 50 agreed that they visit Facebook page of Coca Cola daily.
17 respondent stated they visit once in week, while 8 customer said due to busy schedule they visit
Facebook page twice in a week.
3.
Interpretation: The 40 respondents out of 50 stated that Facebook campaign play a major role in
impacting their purchase decision. Only 10 disagreed to the statement.
4.
16
40
10
Does Facebook campaign of Coca Cola determine your buying decision?
Yes
No
0
2
4
6
8
10
12
How frequently you visit FaceBook pages of Coca Cola

Interpretation: The 20 respondent stated that they vissit Facebook of other entities and 12 other
respondent also agreed to the statement. 5 respondentsaid they dont visit socialsite of other
companies.
5.
17
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
Do you consider social networking like Facebook for other entities in
beverage industry
Result

Yes No
0
5
10
15
20
25
30
35
40
Is Facebook campaign of Coca-Cola more attractive in comparison to its other rivals
Response
Interpretation: 35 out of 50 respondent stated that Facebook campaign of Coca Cola is more
attractive than its competitors. While 15 said that other company are working more effectively on
developing impelling marketing campaign on social media.
6.
Interpretation: Out of 50, 35 respondent stated that Facebook campaign has enhanced their brand
loyalty. They are informed properly. while 15 respondent said the brand loyalty is not influenced by
campaign.
9.
18
Yes No
0
5
10
15
20
25
30
35
40
Is your loyalty towards the brand increased after being informed
through social networking sites
Response

Interpretation: Out of 50, 30 respondent said that social-media have strong affect on increasing
brand image of Coca Cola and their loyalty. Only 20 respondent disagreed to the statement.
10.
Interpretation: Out of 50, the 25 respondent said that social-media is used by Coca cola to resolve
the complaints of customers. While, 15 respondent said that Coca Cola u se social media for
informing customers about new offerings. Thereafter, 10 respondent said that company use these
site to obtain reviews of its products.
19
25
10
15
What kind of help is furnished by entity through its social media practices?
Resolution of complaints re-
lated to services and products
Obtaining feedback and
reviews
Informing customers about
new products, service and
discounts
30
20
you consent that social networking have a immense effect on brand image and customer loyalty towards Coca C
Yes
No

5.4
Findings and Limitations
It can be said that social media marketing has a significant role in building the brand image
of firms and that of Coca Cola, UK as well. It has been found after analysing the collected data that
social media has high power to influence the way in which audience perceive a business. It helps in
interacting with the clients and customers in a way that they either tweet or post a comment on
Facebook which creates a healthy relationship in between firm and the target audience (Hutter and
et.al., 2013). Researcher has assessed from the findings that brand image of Coca Cola can be made
strong by continuing its social media campaigns as it generates interest in the minds of customers to
know more about the product or service. Along with that, social media platforms help in listening to
the feedback given by customers and then taking actions accordingly. It helps in building a positive
and rich brand image in the market. In addition to this, major advantage that social media marketing
offers to the business is that it is cost effective and with less investment, it can reach to a large
audience (Neti, 2011).
However, along with so many advantages, the present research has some limitations too that
are associated with the social media campaign. The most important disadvantage linked with social
media campaign is the content as it is highly dependent on the information mentioned in the same.
Thus, if content is not updated time to time, Coca Cola can lose its loyal customer base. Another
limitation is the response as if organisation will be unable to respond to the issues of customers,
they will get dissatisfied and firm may have to lose its customer base. Apart from that, techniques
used in social media campaign may also prove to be the limitation as to gain a strong brand image
in the market, it is important to have good pace with the evolving technologies, applications and
software (Castronovo and Huang, 2012). These help in assessing whether the social media
campaigns are relevant or not. So, while doing campaigning through social media, if Coca Cola will
keep in mind all these aspects, it will easily get successful in the market and would stay in
competition in the long run.
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