Barriers Faced by Researchers in Conducting Study on Social Media Marketing

The assignment content discusses the importance of various resources, including books, journals, and online sources, in facilitating effective study. It highlights the challenges faced by researchers in obtaining data from customers through social media platforms, which can be time-consuming and costly. The summary provides an overview of the key points mentioned in the provided content.

RESEARCH PROPOSAL
1

Table of Contents
TASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH SPECIFICATION ...........3
1.1 Research outline specifications ............................................................................................3
1.2 Factors contributed in research project selection .................................................................3
1.3 Critical review of key references .........................................................................................4
1.4 Research project specification...............................................................................................6
1.5 Appropriate plan and procedure ..........................................................................................7
TASK 2 BE ABLE TO IMPLEMENT RESEARCH PROJECT WITH AGREED PROCEDURES
AND SPECIFICATION.......................................................................................................................8
2.1 Literature review and resources required..............................................................................8
2.2 Designing Questionnaire and selecting sample of respondents .......................................11
2.3 Recording and collecting information ................................................................................14
TASK 3 EVALUATING THE RESEARCH OUTCOMES ..............................................................17
3.1, 3.2 Graphs and diagram to interpret results of study ........................................................17
3.3 Conclusion and Recommendations.....................................................................................28
TASK 4 ABILITY TO PRESENT RESEARCH OUTCOMES ........................................................30
REFERENCES...................................................................................................................................31
2

TASK 1: UNDERSTANDING HOW TO FORMULATE A RESEARCH
SPECIFICATION
1.1 Research outline specifications
The main of the present study will be “To analyse the role of social media campaign on the
brand image of the company: A study on Coca Cola, UK”. Further, for conducting study in effective
manner various objectives have been set which are as follows:
 To determine the role of social media campaign in the beverage industry
 To identify the social media practices of Coca Cola in UK market
 To understand the significance of social media campaign in building brand image of Coca
Cola, UK
 To recommend the effective ways through which Coca Cola can better organize social media
campaign
So, these are some of the objectives which will be set for the present study so that ultimate
aim can be accomplished easily.
Research questions
Following will be the research questions for the present research:
 How important are social media campaign in the modern era?
 What is the impact of social media campaign on brand image of Coca cola, UK?
 What are the benefits that Coca cola can obtain by organizing social media campaign?
These are some of the research questions which will be developed for the present research
with the aim to enhance efficiency of the study. Further, it will provide base to researcher in
accomplishing aim of the study which is also fruitful.
Company overview
Coca Cola is a United States based company which is well known in the market for range of
beverages it offers to its target market (Cola cola, 2015). Further, company has employed effective
marketing tactics so as to promote its products in the market where competition level is quite high.
At present enterprise is having high share in the beverage industry due to unique products offered to
the target market and management is effective enough in meeting with the actual need and
requirement of the target market which is must for every company in the present era.
1.2 Factors contributed in research project selection
The main reason behind conducting the present study will be “To analyse the role of social
media campaign on the brand image of the company: A study on Coca Cola, UK”. Further, for
conducting research Coca cola will be chosen as one of the organization which is well known in the
3

market for range of beverages it offers to its target market. At present every organization has to face
large number of challenges in the market while carrying out its operations such as competition,
economic instability, changing political conditions, technological changes and changing taste and
preference of people in market. So, to deal with different issues adopting social media tools is
beneficial as through this every enterprise can better promote its product range and in turn it can act
as development tool (Essential to build brand on social media, 2015). Moreover, social media sites
allows firm to build better relationship with its target market and it becomes easy to understand
actual requirement of the customers which is must for every business. Apart from this benefits of
adopting social media tools are also effective and this can be one of the main reason behind its
adoption with the aim to promote products. In short it provides base to enterprise in obtaining large
number of benefits and company can easily enhance its presence at global level (How to market
your brand on every social media channel, 2014). Therefore, these can be regarded as some of the
main factors which will contribute in selection of research project.
1.3 Critical review of key references
In the modern era importance of social media has increased rapidly and every organization
has started to adopt this tool for enhancing its overall performance in the market. As per view of
Mangold and Faulds (2009) networking sites such as facebook, twitter etc are effective and they
allow firms to market their products in front of public so that they can gain knowledge and
information regarding product range. Apart from this competition level is rising rapidly due to
which social media campaigns are considered to be effective as it assist enterprise in strengthening
customer base and is fruitful for business also. It has supported organization to focus on each and
every part of the organization (Du, Bhattacharya and Sen, 2010).
Further, it is well known fact that substitute of every product is easily present in the market
due to which adoption of effective promotional tool is necessary for organization. Campaigns
organized by business have direct impact on the brand image of organization and it assists firm in
dealing with the challenges present in the business environment. According to Kaplan and Haenlein
(2010) before purchasing any type of product consumers prefer to obtain full information regarding
it and social media provides support in providing the actual information which every customer
requires. This in turn enhances organizational performance in the market and provides proper
support. Apart from this companies can easily highlight unique features and attributes in the market
by organizing effective marketing campaign with the help of social media (Bruhn, Schoenmueller
and Schäfer, 2012).
However Singh and Sonnenburg (2012) argued that social media campaign highlights how
company is offering better products to its target market as compared with key competitors. Further,
4

product differentiation has significantly increased in the present era and social media allows firm to
perform better in the market and organization can easily gain competitive advantage with the help
of this. Moreover, tools such as advertising with the help of print and electronic media has become
outdated and due to this reason importance of using social media campaign has increased for every
organization whether operating in any sector (Henderson and Bowley, 2010). It can surely assist
management in grabbing opportunities present in the market and in turn major risks can be faced
easily.
As per view of Nan and Heo (2007) social media enhances brand image of company as
additional benefits which customers can obtain by consuming products are highlighted in front of
customers and this encourages them to purchase commodity. At present every company has started
to develop its own page on networking sites so that management can better communicate with its
target market (Ghodeswar, 2008). This is directly beneficial for company and assist in
accomplishing with the desired goals along with objectives. One of the main advantage of using
social media campaign to firm is that it supports organization in promoting its products at global
level and crucial information can be shared with target market easily (Drury, 2008). In short
networking sites provides remarkable experience to the target market and they prefer to become
brand loyal towards entire product range of enterprise. Through social media campaign company
can easily show how its product range is different from those of competitors and it directly has
positive impact on brand image of company. Due to all these unique benefits significance of
campaigns has increased rapidly in the modern era and companies are increasing their profit margin
along with sales volume with the help of this (Zarrella, 2009). Networking sites such as facebook
and twitter are most popular and beverage company such as Coca cola has developed its page on
such site through which proper information in relation with product range is shared with target
market. Generally every customer has seen advertisement and promotion of Coca Cola on social
media and it is effective enough in influencing purchase behaviour of target market and enhances
overall brand image.
On social media site such as Facebook Coca cola has developed its own page where
company celebrates happy birthday week along with other type of crucial information. Further,
organization shares attractive pictures with its customers along with videos etc. Facebook site is
showing 100 years celebration of Classic coca cola bottles by telling stories regarding its impact
around the world. Different photos along with videos shared by company are attractive enough in
encouraging customers to consume Coca Cola and is beneficial for firm. Customers are allows to
like page of the company and they can become member of the page where different type of
information associated with organization can be accessed easily. On the other hand, customers can
5

give review regarding the products of company on Facebook through which organization can bring
change in its product range as per requirement of its target market. Large number of customers have
given review regarding the products of firm. Apart from this company shares special moments with
its customers which is also considered as major source of satisfaction for target market. Further,
information linked with company has also shown on the website such as address, contact number
and website address of enterprise. So this type of information satisfies requirement of the target
market.
1.4 Research project specification
For conducting research in effective manner various tools will be employed so as to gain
expected findings through this. Further, the present study will be descriptive in nature where
description will be provided of the topic chosen (Silverman, 2010). Through this research design it
will be possible to carry out study thoroughly and it will be possible to accomplish aim set for the
research in effective manner. Moreover, data will be collected from both the sources named primary
and secondary where primary information will be gathered from 50 customers of Coca Cola in
order to know whether they are aware of social media practices of company or not. Generally every
individual in the market have access to social networking sites such as facebook, twitter and by
obtaining information from them it will become possible to accomplish aim of study. The sample
size will be 50 and the population will be entire customers of Coal cola. Convenience sampling
method will be used in this research. The advantage of this is convenience sampling is very easy to
carry out and the researcher wont find any kind of difficulty in collecting data. On the other hand
one of the major disadvantage of this sampling technique is that most of the times such technique
suffers from biasness. Further, secondary sources will also be considered where different books,
journals and online articles will be referred and this will provide base to the entire study. Both these
sources will be fruitful for the present study and can assist in gaining expected findings. Further,
inductive approach will be employed where results move from specific to general (Singh, 2010). In
order to collect information a well structured questionnaire will be used. The advantage of this will
be that it will assist in collecting large amount of information within a very short span of time. On
the other hand major disadvantage of questionnaire will be that sometimes it is not considered as
valid source of collecting data.
The main reason due to which inductive approach will be used is that entire study will be
carried out for specific company named Coca Cola and on the basis of results recommendations will
be provided to the entire beverage industry so that companies can better organize social media
campaigns (Pring, 2014). Interpretivism as a philosophy will be used where results are interpreted
for better understanding. Further, for analysing crucial data collected qualitative technique will be
6

used where different themes will be formed on the basis of response provided by customer of Coca
cola. Apart from this limitations of the study along with ethical issues will be considered so that
overall efficiency of the research can be easily enhanced with the help of this (Saunders and et. al.,
2010).
1.5 Appropriate plan and procedure
Activities 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
week
10th
Week
Framing the
proposal of
research
Writing
down the aim
and
objectives
Developing
research
questions
Determining
and selecting
method of
data
collection
Literature
review
Defining
Research
Methodology
Collecting
primary
data
Data
analysis
Writing
down the
findings
Conclusion
and
recommendat
ions
7

TASK 2 BE ABLE TO IMPLEMENT RESEARCH PROJECT WITH AGREED
PROCEDURES AND SPECIFICATION
2.1 Literature review and resources required
As per view of Bernhardt, Mays and Hall (2012) popularity of social-media campaigns is
increasing at faster pace in the market where majority of companies operating in the market are
focusing on development of effective campaigns so that its sales volume can be increased easily.
Further, it provides ample of opportunities to business where major one is positive impact on brand
image and through this it becomes easy for business enterprise to operate efficiently in then market
(Bernhardt, Mays and Hall, 2012). Moreover, ultimate objective of every business enterprise in the
market is to develop awareness in the market regarding its product range so that target market can
be easily influenced to buy commodities. Further, without effective promotion no company can
survive in the market for loner period of time. Therefore, companies have started to promote their
products on site such as facebook etc.
In the entire beverage industry competition level is rising at faster pace where products sold
are close substitute of each other. Further, management of every firm are applying higher efforts so
as to increase their market share. According to Hansen (2011) campaigns developed on social media
sites are unique and they posses capability to influence purchase behaviour of target market.
Further, building brand image in the competitive environment is regarded as one of the most
toughest task for every business enterprise and due to this reason every firm has taken advantage of
social media campaign (Hansen, 2011). Companies operating in beverage industry such as Coca
Cola has developed separate page on facebook through which enterprise shares important
information with its target market. Further, special moments especially on occasions are shared
through social social media and this helps in satisfying need of target market in most efficient
manner.
Organization shares attractive pictures with its valuable customers along with videos and
this directly provides remarkable experience to the target market. Apart from this, customers are
allowed to like the page of firm and they can share any relevant information such as product related
query or any other type of feedback with firm (Chua and Banerjee, 2013). So, this directly allows
business to gain competitive advantage and in turn it becomes easy to comply with the changing
need along with requirement of target market. However Kaplan and Haenlein (2010) argued that, in
the modern era it has become difficult for every business enterprise to comply with changing need
and requirement of target market. Therefore, social media as a tool has been employed by business
so that brand image of firm in the market can be enhanced easily. On the other hand, customers are
8

expecting that their needs must be satisfied on priority basis and social media allow businesses to
communicate directly with its target market and in turn it is fruitful for organization. Apart from
this, modification in the product range becomes much more easy when company promote its
product range with the help of social media campaign (Kaplan and Haenlein, 2010).
In short social media campaigns play crucial role in beverage industry as through this
organization can easily accomplish its desired goals along with objectives. Without effective
campaign companies are not able to survive in the market and they are not able to focus on
customers requirement (Henderson and Bowley, 2010). Apart from this, market trend is changing at
faster pace where majority of the customers of company prefers to access product related
information through social networking sites and promoting entire product range through this source
is considered to be effective for firm. Companies operating in beverage industry such as Coca Cola
is focusing on targeting youngsters who generally consumes such kind of commodity. Therefore, it
has become easy for enterprise to reach its target market and promotion of brand becomes more
easier. Further, information can be easily share din short period of time and customers can respond
on the basis of same. As per view of Evans (2012) in the present era the reason behind success of
top companies in the market is effective social media campaigns where facebook is one of the most
popular social media network whose users are present in large amount and due to this reason
companies are directly targeting its customers through this site (Evans, 2012).
Key benefits of Social media campaign
As per view of Qualman (2010) social media campaigns provides large number of
opportunities to businesses and they are directly associated with the growth and development of
business in the market. One of the key benefit is that it assist firm in understanding about actual
need of its customers and they are can be targeted on the basis of their actual requirement. Further,
through social media it becomes easy for organization to search for new customers and it
strengthens customer base of the enterprise (Qualman, 2010). Apart from this, taking feedback from
target market regarding products has become easy for management and on the basis of customer
response modification in the product range is possible. One of the effective way to gain customer
perspective through social media is by learning how target market uses product. However Safko
(2010) argued that companies operating in beverage industry such as Coca Cola has obtained large
number of benefits through its social media practices which involve rise in market share, sales
volume, increase in profitability level, stronger customer base etc. All these benefits are basic
requirement of every organization. On the other hand, it becomes easy for organization to deal with
the situation of rise in competition level and other type of challenges present in the business
environment (Safko, 2010).
9

Content sharing for business becomes easy through site such as facebook for organization
and with the help of this business can easily attract its valuable customers. Further, brand
recognition is possible by promoting products through social networking site and it is possible for
management of enterprise to maintain unique position in the market which is regarded as one of the
main objective of business enterprise behind carrying out operations in the market (Barefoot, D. and
Szabo, 2010). As per view of Aaker and Smith (2010) well known brand in the market named Coca
Cola has shared important information with its target market such as offers such as “if you love
Coca Cola then it is the last day customers can buy 24 cans for only £5 at Tesco”.
Further, organization has built its own Christmas truck where firm has shared its pictures
which also acts as source of attraction. Business has also shared sponsorship information with its
target market where management has sponsored FIFA event (Aaker and Smith, 2010). Therefore, in
this way important information regarding company activities are shared with target market which in
turn encourages them to purchase commodity of the enterprise. Organization has also provided
information linked with events which are organized on different places and this is effective enough
in enhancing satisfaction level of its target market. By sharing crucial information company is
grabbing large number of customers and due to this reason target market of enterprise is well
satisfied with the range of its activities (Endres, 2015).
According to Wollan, Smith and Zhou (2010) every customer is interested in obtaining full
information regarding the activities performed by enterprise in the market. Due to this basic reason
every enterprise has started to focus on the effective way through which promotion is possible
(Wollan, Smith and Zhou, 2010). This is allowing business to gain competitive advantage and has
enhanced overall performance in the competitive market. By building page on social networking
site such as Facebook company allows its target market to analyse its key activities and can become
part of special moments of firm (Hemley, 2013). So, it directly has positive impact on brand image
of organization and enhances market share. Social media practices of company like Coca Cola in
the market of UK is well appraised in the market and its brand presence in increasing where
customers are easily encouraged to know about the product range of Coca Cola. As per view of
Kanter and Fine (2010) through social media campaign full support is provided by enterprise to its
target market such as event introduced by firm where customers name are written on bottle of Coca
Cola. This method is also regarded to be unique in influencing customers to purchase products of
enterprise (Kanter and Fine, 2010).
Testing proposed primary research
In order to test the proposed primary research technique of pilot survey has been carried out
where the questionnaire designed has been tested by obtaining response of 10 customers of Coca
10

Cola. The main reason behind considering technique of pilot survey is that through this it becomes
easy for researcher to know whether the range of questions designed for obtaining information are
appropriate or not. In short, with the help of this investigator can know whether any type of change
is required in questions designed or not. Further, through pilot testing it has been known that
questions designed for the present research are appropriate and they are effective enough in
accomplishing overall aims along with objectives of the study. Customers have provided positive
response towards the questionnaire designed and they are well aware about the aims and objectives
of the research.
Further, large number of resources are required for conducting research in effective manner
and it involves financial, human etc. Human as a resource is required for carrying out various
activities of the study such as at the time of collecting data, analysing it etc. Further, finance as a
resource is also very important and it is required in the entire study so as to perform each and every
crucial activity. Apart from this, information as a resource is also crucial where without obtaining
relevant information it is not possible for researcher to carry out study in effective manner.
Therefore, considering the present study all these resources have been managed in appropriate
manner and this has enhanced overall efficiency of the study which is also necessary.
2.2 Designing Questionnaire and selecting sample of respondents
11

Questionnaire
on
“To analyse the role of social media campaign on the brand image of the
company: A study on Coca Cola, UK”
1. Name: _____________________________
2. Occupation: _________________________
3. Age
 18 -25 years
 25- 35 years
 35- 45 years
 45 and above
4. Gender
 Male
 Female
5. Are you well aware about the social media practices of Coca Cola?
 Yes
 No
6. Advertisement along with publicity through Facebook and other networking sites
encourages you to buy products of Coca Cola?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
7. Does social media campaign of Coca cola is effective enough in influencing your purchase
behaviour?
 Yes
 No
8. Effective social media campaigns allow you to purchase beverages of Coca Cola?
 Strongly agree
12

 Agree
 Neutral
 Disagree
 Strongly disagree
9. What type of information is mostly shared by enterprise through social media sites?
 Attractive offers
 Celebration of events
 Special moments with photos
 Product development
10. Does promotion through social networking sites encourages to become brand loyal?
 Yes
 No
11. Coca cola as a brand is perceived by you positively due to social media campaign as
compared with other brands in the market?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
12. What type of support is provided by company through its social media practices?
 Solving product related queries
 Taking feedback
 Sharing information regarding offers
13. Do social media campaigns encourage you to consume Coca Cola on regular basis?
 Yes
 No
14. Social media campaign of Coca Cola is attractive as compared with other beverage
companies?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
13

15. Do you perceive social media practice of Coca cola effective as compared with other
marketing techniques employed by firm?
 Yes
 No
16. Facebook and other type of social media sites of firm are updated timely?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
17. Does social media practices of Coca cola has enhanced brand loyalty and you purchase
products of firm on continuous basis?
 Yes
 No
Thank you
Above shown is the questionnaire for the present research which has been designed keeping
in view overall aims and objectives of the research. Further, main stress is on identifying the
effectiveness of social media campaign developed by Coca Cola in the market.
Research design
Different types of research designs are present which are exploratory, descriptive etc
(Crowther and Lancaster, 2012). Considering the present research descriptive design has been
chosen where main focus is on providing description of the topic being selected for the study.
Through this design it is possible to accomplish overall aims and objectives set for the study.
Data collection
In the present study data has been collected from both sources namely primary and
secondary (Dey, 2002). Primary information has been obtained with the help of well designed
questionnaire and through this it is possible to know whether customers of Coca Cola are well
satisfied with the social media campaign of company or not. Further, secondary information has
been gathered with the help of books, journals and online articles.
Data analysis
In the present research data has been analysed by adopting qualitative technique where
different themes have been formed which represents overall response provided by the customers of
14

Coca cola. Main reason due to which qualitative technique has been employed is that data is present
in non numeric form and same can be analysed by considering qualitative tool (Fiegen, 2010).
Research approach
Their are two type of approaches present which are used in the study. Considering the
present study inductive approach has been used as the entire study has been carried out from point
view of Coca Cola and findings derived from the study are beneficial for the entire beverage
industry where other companies can work on their social media campaigns in order to enhance
overall performance in the market. Results in inductive approach moves from specific to general
and this is the main reason behind selection of this approach (Jackson, 2010).
Sampling
It is one of the most important part of the study as selection of appropriate sample size helps
in obtaining information which is beneficial for study. In the present study sample size of 50
customers have been chosen and technique of convenience sampling has been chosen for the same.
Research philosophy
Two type of philosophies are present which are used in conducting study and they are
interpretivism and positivism. For conducting the present research interpretivism as a philosophy
has been employed through which it becomes easy to interpret results (Khan, 2011).
2.3 Recording and collecting information
Demographic characteristics
Age
No of
respondents
18 -25 years 18
25- 35 years 20
35- 45 years 10
45 and above 2
Gender
No of
respondents
Male 24
Female 26
Are you well aware
about the social
No of
respondents
15

media practices of
Coca Cola ?
Yes 42
No 8
Advertisement and
publicity through
Facebook encourages
you to buy products
of Coca Cola?
No of
respondents
Strongly agree 29
Agree 10
Neutral 6
Disagree 4
Strongly disagree 1
Does social media
campaign encourages
your purchase
behaviour?
No of
respondents
Yes 46
No 4
You are attracted
towards beverages of
Coca Cola brand due
to effective social
media campaigns?
No of
respondents
Strongly agree 18
Agree 16
Neutral 10
16

Disagree 5
Strongly disagree 1
What type of
information is shared
by company through
social media sites?
No of
respondents
Attractive offers 20
Celebration of events 16
Special moments
with photos 12
Product development 2
Does promotion
through social
networking sites
encourages to
become brand loyal?
No of
respondents
Yes 38
No 12
You perceive Coca
Cola brand superior
as compared with its
competitors due to
effective social
media campaigns?
No of
respondents
Strongly agree 28
Agree 12
Neutral 9
Disagree 1
17

Strongly disagree 0
What type of
support is provided
by company through
its social media
practices?
No of
respondents
Solving product
related queries 22
Taking feedback 16
Sharing information
regarding offers 12
Does social media
campaigns
encourages you to
consume Coca Cola
in regular basis?
No of
respondents
Yes 35
No 15
Social media
campaign of Coca
Cola is attractive as
compared with other
beverage
companies?
No of
respondents
Strongly agree 19
Agree 14
Neutral 6
18

Disagree 4
Strongly disagree 7
TASK 3 EVALUATING THE RESEARCH OUTCOMES
3.1, 3.2 Graphs and diagram to interpret results of study
Theme 1: Majority of the customers lies under age group of 25 to 35 years
Interpretation: From the information gathered it has been found that majority of the customers of
Coca Cola lies under age group of 25 to 35 years and they are youngsters. Further, they prefer to
consume Coca Cola on regular basis. 18 out of 60 customers lies under age group of 18 to 25 years,
20 lies under 25 to 35 years, 10 lies under 35 to 45 years and 2 lies under 45 and above. So this,
data represents that people lying under every age group consumes Coca Cola and they are directly
attracted towards it.
Theme 2: Majority of the customers are male
19
18 -25 years 25- 35 years 35- 45 years 45 and above
0
5
10
15
20
25
Age

Interpretation: From the information gathered it has been found that majority of the customers are
male. 26 out of 60 customers are male and 24 are female. This data represents that both male and
female prefer to consume Coca Cola as a beverage on regular basis and they are satisfied with the
range of commodity offered to them by target market.
Theme 3: Customers are well aware about social media practices of Coca cola
20
Male
Female
23 23.5 24 24.5 25 25.5 26 26.5
Gender
Are you well aware about social media practices of Coca cola?
Yes
No

Interpretation: From the information gathered it has been found that majority of the customers are
well aware about the social media practices of Coca Cola in the market. 42 out of 60 customers said
that they are well known about practices of company on social media sites but 8 replied that they
don't have idea regarding social media practices of Coca Cola. Due to this basic reason brand
presence of Coca Cola in the market is quite high as compared with other beverage companies.
Apart from this, business enterprise is applying higher efforts on regular basis so that crucial
information with target market can be shared easily and in most efficient manner. In short it is one
of the major reason due to which Coca Cola is able to retain its loyal customers for longer period of
time and it is leading to rise in overall performance of firm in the market.
Theme 4: Advertisement and publicity through facebook encourages customers to purchase
commodities of Coca cola
Interpretation: From the information gathered it has been found that advertisement along with
publicity with the help of facebook encourages target market to purchase beverages of Coca cola on
regular basis. 29 out of 60 customers strongly agree with this fact and they replied that
advertisement with the help of social media practices are effective enough in attracting them.
Further, it directly influences their purchase behaviour and due to this reason brand image of
company is positive in the market as compared with other brands in the market. 10 customer agree,
6 are neutral, 4 disagree and 1 strongly disagree. So, with the help of this information it can be
concluded that company like Coca Cola is efficient enough in promoting its products and due to this
21
Strongly agree Agree Neutral Disagree Strongly disagree
0
5
10
15
20
25
30
35
Advertisement and publicity through Facebook encourages you
to buy products of Coca Cola?

reason firm is having stronger customer base which will be beneficial for enterprise in near future
also.
Theme 5: Social media campaign of Coca Cola encourages purchase behaviour of target
market
Interpretation: From the information gathered it has been found that social media campaign of
Coca cola encourages purchase behaviour of target market. 46 out of 60 customers replied that
social media practices of company are effective enough in influencing their purchase behaviour and
due to this reason they are brand loyal towards product of enterprise. Further, 4 customers replied
that social media practices of organization does not influences their purchase behaviour. Moreover,
this is acting as an development tool for enterprise and is supporting to deal with large number of
challenges present in the business environment. Therefore, Company like Coca Cola is designing
effective social media campaign through which purchase behaviour of its target market can be
influenced easily and in turn overall performance of enterprise can be easily enhanced through this.
Theme 6: Majority of the customers are attracted towards beverages of Coca Cola due to
effective social media campaign
22
Does social media campaign encourages your purchase
behaviour?
Yes
No

Interpretation: From the information gathered it has been found that majority of the customers are
attracted towards beverage of Coca Cola due to presence of effective social media campaign.
Further, business enterprise is strongly focusing on promoting its product range through site such as
facebook, twitter etc. 18 out of 60 customers strongly agree with this fact, 16 agree, 10 are neutral,
5 disagree and 1 strongly disagree with this fact. This data is representing that entire product range
of Coca Cola is popular in the market and the main reason behind same is presence of effective
social media campaigns. It is allowing business to gain competitive advantage and in turn firm is
being able to retain its valuable customers for longer period of time. It is support company in
understanding about actual need and requirement of its customers which plays most important role
in the present era. Apart from this, it is kind of support provided by Coca Cola to its target market.
Theme 7: Information linked with attractive offers is shared by company through social
media sites
23
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
20
You are attracted towards beverages of Coca Cola brand due to
effective social media campaign?

Interpretation: From the information gathered it has been found that information linked with
attractive offers such as discount and other type of schemes on product is shared by Coca Cola with
its valuable customers. 20 out of 60 customers said that information linked with attractive offer is
shared by enterprise and through this they are able to take purchase decision. Further, 16 customers
replied that data linked with celebration of event is shared with target market and through this
customers obtain idea regarding the kind of activities carried out by enterprise for attracting its
target market. 12 customers replied that special moments are shared with them along with its photo
and this is highly appreciable. 2 customers replied that information linked with product
development is shared with target market on the basis of which purchase decision is taken by
customers. Therefore, this type of information represents the efforts applied by company while
sharing crucial information through social media with its target market. This is directly leading to
rise in overall performance of the firm in the market and is assisting to gain competitive advantage
also. In short, it is acting as key to organizational success and is fruitful for Coca Cola.
Theme 8: Promotion through social networking sites encourages to become brand loyal
24
What type of information is shared by company through social
media sites?
Attractive offers
Celebration of events
Special moments with photos
Product development

Interpretation: From the information gathered it has been found that promotion done with the help
of social networking sites encourages customers to become brand loyal. 38 out of 60 customers
replied that they are brand loyal towards firm and data shared through site such as Facebook allows
them to consume beverages on regular basis. On the other hand 12 customers said that promotion
with the help of social networking sites is not at all effective and due to this reason they are not
brand loyal towards products offered by Coca Cola. Firm is enjoying the real benefits of brand
loyalty where its customers prefer to repurchase the products on continuous basis. Therefore, with
the help of this it can be said that social media campaigns of Coca Cola are quite effective and it is
leading to rise in brand presence of firm in the market which is must in the competitive era.
Theme 9: Majority of customers perceive Coca Cola brand superior as compared with its
competitors due to effective social media campaign
25
Yes No
0
5
10
15
20
25
30
35
40
Does promotion through social networking sites encourages to
become brand loyal?

Interpretation: From the information gathered it has been found that due to presence of effective
social media campaign its brand is considered to be more superior as compared with other
companies in the market. 28 out of 60 customers replied that they strongly agree with this fact, 12
agree, 9 are neutral and 1 disagree. So, this information clearly represents that brand image of Coca
Cola in the market is improving due to presence of unique social media campaign. It is allowing
firm to quickly respond towards the changing need and requirement of the target market. Further,
this can assist company in near future to become leader in the market and it will become easy to
grab range of opportunities present. Apart from this, business enterprise can easily deal with the
condition of rise in competition level in the market and no sustainability issues will arise.
Theme 10: Solving product related query is one of the major support provided by firm
through its social media practices
26
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 5 10 15 20 25 30
You perceive Coca Cola brand superior as compared with its
competitors due to effective social media campaigns?

Interpretation: From the information gathered it has been found that Coca Cola provides proper
support to its target market in different form. 22 out of 60 customers replied that solving product
related query is one of the major support provided to enterprise to them. Further, it is well known
fact that customers have large number of doubts regarding product and it is the first and foremost
duty of management to clarify their doubts. 16 customers replied that company takes feedback from
them through social networking sites, 12 replied that firm shares information linked with special
offers. Therefore, by sharing this type of information with target market firm is operating efficiently
in the market and it is leading to rise in customer base which is regarded as one of the main
objective of firm behind operating in the market. Apart from this, taking feedback from customers
on continuous basis allow firm to bring changes in its product range and this leads to rise in sales
volume. Providing proper support to target market is support enterprise in gaining competitive
advantage and this is one of the basic reason due to which Coca Cola is regarded to be leader in the
market.
Theme 11: Social media campaign are effective enough in encouraging customers to consume
Coca Cola on regular basis
27
What type of support is provided by company through its social
media practices?
Solving product related queries
Taking feedback
Sharing information regarding
offers

Interpretation: From the information gathered it has been found that social media campaign
encourages target market to consume Coca Cola in regular basis. 35 out of 60 customers replied that
they prefer to consume Coca Cola as firm has developed effective social media campaign. Through
this, they are able to obtain information which is required at the time of purchasing any commodity.
In short it is leading to rise in level of satisfaction which is must for business. 15 customers replied
that social media campaigns of Coca Cola are not at all effective and due to this basic reason they
does not prefer to buy products of enterprise. With the help of this information it can be said that
Social media campaigns of Coca Cola are unique in nature and it is strengthening customer base of
Coca Cola. On the other hand, firm is able to obtain large number of benefits present in the market
such as rise in profitability level along with market share.
Theme 12: Social media campaign of Coca Cola is much more effective as compared with
other companies
28
Yes No
0
5
10
15
20
25
30
35
40
Does social media campaigns encourages you to consume
Coca Cola on regular basis?

Interpretation: From the information gathered it has been found that Social media campaign of
Coca cola are much more attractive as compared with other beverage companies operating in the
market. Company is having stronger customer base and the main reason behind same is presence of
effective social media campaign. 19 out of 60 customers strongly agree with this fact, 14 agree, 6
are neutral, 4 disagree and 7 strongly disagree. This information represents the efforts applied by
business enterprise in targeting its customers and it is directly acting as an development tool for the
entity. Apart from this, social media campaigns are influencing purchase behaviour of target market
and company is able to target its customers on the basis of their actual requirement along with needs
in most effective manner which is fruitful for enterprise.
3.3 Conclusion and Recommendations
After carrying out the entire study it has been found that social media campaign has direct
impact on the brand image of enterprise and due to this basic reason company like Coca Cola is
being able to operate efficiently in the market. Each and every social media practice of firm is
allowing company to understand actual requirement of its target market and in turn they are targeted
on the basis of same. It is providing ample of opportunities to business and is acting as an
development tool. Apart from this, business is strongly focusing on understanding about changing
customers trend in the market.
In order to conduct study in appropriate manner various objectives were set which were
accomplished. First main objective was to determine the role of social media campaign in the
beverage industry which was attained and it was found that it plays very significant role and
29
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16 18 20
Social media campaign of Coca cola is attractive as compared
with other beverage companies?

presence of effective promotional tools allow business to gain competitive advantage. Further, in
the entire beverage industry every company is heavily dependent on social media practices and they
are grabbing large number of benefits with the help of this. Every firm has developed specific page
on social networking sites and through this firm is building strong relationship with its target
market. Moreover, findings of secondary study are also same where it has been found that social
media campaign allows business to focus on actual need and requirement of its target market which
is must in the present era. Further, the changing needs of customers can be better understood by
firm if its brand presence is high in the market through social media.
Second objective was to identify the social media practices of Coca Cola in the market of
UK where from primary study it has been found that firm takes feedback from customers and
provides every kind of support to its target market. Further, firm shares special moments along with
its photos and videos which are attractive enough from customers point of view. Due to presence of
effective social media practices customers is having strong customer base and it is allowing to gain
competitive advantage which can be profitable for enterprise in near future. On the other hand
findings of secondary study are also same where different authors and experts have said that social
media practices of company like Coca Cola are effective in the market and they are supporting
enterprise to sustain in the competitive market. Further, it is having positive impact on the brand
image of organization where each and every customer perceives brand of Coca Cola positively.
Results of both primary and secondary study are same where majority of the customers buy
products of Coca Cola due to presence of effective social media campaigns through which target
market receives proper knowledge and information regarding the product range of enterprise.
Last objective was to understand the significance of social media campaign in building
brand image of enterprise where it was found that efforts applied in building social media campaign
improves brand image of firm in the market. Further, it is providing large number of opportunities
to Coca cola and company is being able to deal with challenges present in the business
environment. Primary study has supported in knowing that social media site such as facebook is
allowing enterprise to better understand actual requirement of its workforce and this is one of the
basic reason behind success of company in the market. Firm has developed its own page on
Facebook through which better relationships are built with target market and it has having positive
impact on brand image of organization. On the other hand results of secondary study are also same
where it has been found that Coca Cola is building its brand image in the market with the help of
social media campaign and it is attracting large number of customers towards the product range
offered by enterprise.
Recommendations
30

On the basis of conclusion there are some recommendations to Coca cola so that firm can
better target its customer through social media campaign
 Company must update crucial information on social media timely so that customers are well
aware about each and every activity carried out by enterprise
 More focus must be on schemes and additional schemes provided by Coca cola as customers
are interested in such type of information
 Time to time feedback must be taken from customers so that company can know whether
any type of modification is required in the product range
 Social media activities must be organized on continuous basis through which customers may
feel that they are involved in each and every activity of organization
 Information must be shared through Facebook rather than other sites where presence of
customers is little bit low
TASK 4 ABILITY TO PRESENT RESEARCH OUTCOMES
The present report carried out has supported in knowing the effectiveness of Coca Cola in
building effective social media campaigns through which its customers are targeted easily and it is
having positive impact on brand image of firm. Further, various tools were employed for
conducting research which involves data collection through primary and secondary source where
former one was collected through questionnaire and later one with the help of books, journals and
online articles. Inductive approach has been employed, data has been analysed qualitatively,
interpretivism philosophy has been used etc. Sample size of 50 customers of Coca cola has been
undertaken through convenience sampling method.
From primary study, it has been found that Coca Cola is efficient enough in designing
effective social media campaigns and majority of the customers are satisfied with this. Further, it is
leading to rise in customer base of enterprise. Results of secondary study are also same where it has
been found that company such as Coca Cola is strongly focusing on promoting its product range
with the help of social media and it is building awareness in the market. In short results of primary
and secondary study are same. Apart from this investigator has faced some difficulties while
conducting study which are lack of time, knowledge and other type of resources which are
important for study. Obtaining data from each and every customer consumed large number of time
and it proved to be costly for present study and this acted as hurdle.
31

REFERENCES
Books and Journals
Aaker, J. and Smith, A., 2010. The dragonfly effect: Quick, effective, and powerful ways to use
social media to drive social change. John Wiley & Sons.
Barefoot, D. and Szabo, J., 2010. Friends with benefits: A social media marketing handbook. No
Starch Press.
Bernhardt, M. J. Mays, D. and Hall, K. A., 2012. Social marketing at the right place and right time
with new media. Journal of Social Marketing. 2(2) .pp.130 – 137.
Bruhn, M., Schoenmueller, V. and Schäfer, D. B., 2012. Are Social Media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp. 770-790.
Chua, K. A. and Banerjee, S., 2013. Customer knowledge management via social media: the case of
Starbucks. Journal of Knowledge Management. 17(2, pp.237 - 249
Crowther, D. and Lancaster, G., 2012. Research Methods. 2nd ed. Routledge.
Dey, C., 2002. Methodological issues: The use of critical ethnography as an active research
methodology. Accounting, Auditing & Accountability Journal. 15(1). pp.106–121.
Drury, G., 2008. Opinion piece: Social media: Should marketers engage and how can it be done
effectively?. Journal of Direct, Data and Digital Marketing Practice. 9(3). pp. 274-277.
Du, S., Bhattacharya, C. B. and Sen, S., 2010. Maximizing business returns to corporate social
responsibility (CSR): The role of CSR communication. International Journal of
Management Reviews. 12(1). pp. 8-19.
Evans, D., 2012. Social media marketing: An hour a day. John Wiley & Sons.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Ghodeswar, B. M., 2008. Building brand identity in competitive markets: a conceptual
model. Journal of Product and Brand Management. 17(1). pp. 4-12.
Hansen, L. D., 2011. Exploring social media relationships. On the Horizon. 19(1) .pp.43 – 51.
Henderson, A. and Bowley, R., 2010. Authentic dialogue? The role of “friendship” in a social media
recruitment campaign. Journal of Communication Management. 14(3). pp. 237-257.
Jackson, S., 2010. Research Methods: A Modular Approach. Cengage Learning
Kanter, B. and Fine, A., 2010. The networked nonprofit: Connecting with social media to drive
change. John Wiley & Sons.
Kaplan, A. M. and Haenlein, M., 2010. Users of the world, unite! The challenges and opportunities
of Social Media. Business horizons. 53(1). pp. 59-68.
Khan, A. J., 2011. Research Methodology. APH Publishing.
32

Mangold, W. G. and Faulds, D. J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons. 52(4). pp. 357-365.
Nan, X. and Heo, K., 2007. Consumer responses to corporate social responsibility (CSR) initiatives:
Examining the role of brand-cause fit in cause-related marketing. Journal of Advertisin.
36(2). pp. 63-74.
Pring, R., 2014. Philosophy of Educational Research. 3rd ed. Bloomsbury Publishing.
Qualman, E., 2010. Socialnomics: How social media transforms the way we live and do business.
John Wiley & Sons.
Safko, L., 2010. The social media bible: tactics, tools, and strategies for business success. John
Wiley & Sons.
Saunders and et. al., 2010. Research Methods for Business Students. Harlow: Prentice Hall.
Silverman, D., 2010. Qualitative research. Sage.
Singh, S. and Sonnenburg, S., 2012. Brand performances in social media. Journal of Interactive
Marketing. 26(4). pp. 189-197.
Singh. K. Y., 2010. Research Methodology. APH Publishing.
Wollan, R., Smith, N. and Zhou, C., 2010. The Social Media Management Handbook: Everything
you need to know to get social media working in your business. John Wiley & Sons.
Zarrella, D., 2009. The social media marketing book. " O'Reilly Media, Inc."
Online
Coca cola, 2015. [Online ]. Accessed through <http://www.coca-colacompany.com/our-company/>.
[Accessed on 14th Nov 2015].
Endres, K., 2015. Creating Engaging Social Media Campaigns for Brand Loyalty. [Online].
Accessed through <http://www.bluefountainmedia.com/blog/creating-engaging-social-
media-campaigns-for-brand-loyalty/>. [Accessed on 30th Nov 2015].
Essential to build brand on social media. 2015 [Online]. Available through:
<http://www.entrepreneur.com/article/244677>. [Accessed on 14th November 2015].
Hemley, D., 2013. 26 Tips to Create a Strong Social Media Content Strategy. [Online]. Accessed
through <http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-
content-strategy/>. [Accessed on 30th Nov 2015].
How to market your brand on every social media channel. 2014. [Online]. Available through:
<http://www.thehubcomms.com/social-media/how-to-market-your-brand-on-every-social-
media-channel/article/343604/>. [Accessed on 14th November 2015].
33