Social Media Marketing and Brand Loyalty

This assignment delves into the relationship between social media marketing and brand loyalty. It examines several academic studies that investigate how digital social media campaigns influence consumer attitudes, brand image, and ultimately, brand loyalty. The analysis covers diverse aspects of social media marketing, including its effectiveness in promoting smoking cessation, fostering corporate social responsibility, shaping brand perception, and driving sales in industries like wine and beauty.

An investigation on analysing the role of social
media campaign in brand building image of
company: a study on Coca Cola, UK

TABLE OF CONTENTS
CHAPTER 1:INTRODUCTION.....................................................................................................4
1.1 Overview................................................................................................................................4
1.2 Rationale of the study............................................................................................................5
1.3 Aim and objectives................................................................................................................6
1.4 Research questions.................................................................................................................7
1.5 Structure of the dissertation...................................................................................................7
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
2.1 Introduction............................................................................................................................9
Assessing the role of social media in present scenario................................................................9
Impact of social media campaign on customer awareness and decision making......................10
Determining the role of social media on brand image...............................................................13
REFERENCES..............................................................................................................................15

CHAPTER 1: INTRODUCTION
1.1 Overview
Marketing is considered as the most important department of an organization which
supports business to enter into global market along with its strong presence. This field involves
activities related to promotion of products and services whereby large number of customers are
attracted towards the business. It is the only department which handles the tasks related to
increasing the customers base by making them aware related toabout the brand which is being
offered to by them. Businesses uses use different approaches to maintain their brand image such
as application of classical marketing mix variables and brand elements along with the
implementation of new marketing methods. This These methods of marketing include one to one
marketing, sponsorship and events etc. Among these, internet marketing is very highly important
through which business targets its potential buyers and enables them to purchase the products
and services which is being offered by the firm.
The process applied to empower people for promotion of products, websites or services is
possible with the help of online social channels only. However, large community is tapped
targeted with the help of such kind of modern communication channels only. It is not possible in
case of traditional mode of communication as now, large mass of buyers cannot be targeted at a
particular point of time. The study under investigation presents that how usethe way of using of
social media marketing strategy prove that proves to be effective for improving the brand image
of the businessorganization and increasing level of the customer satisfaction to a great high
extent. However, satisfaction among customers is the only aspect for increasing the brand loyalty
of the business. It proves to be effective for accomplishing the long as well as short term
objectives of the business in an effectual manner.
The current scenario reflects that appropriate mode of communication such as Facebook,
Twitter and other related are increasing. With the use of such kind of approaches, firm get gets to
know about the potential buyers as they approach company directly to access offered products
and services. However, social media marketing strategy is considered as the strongest point for
growth and development of the business. This represents that social media habits of firm is
effective in the line of customerscustomer’s interest and preferences. However, expectations of

all related stakeholders is also met with the application of suitable marketing strategies. This is
because; if customers are happy then firm would positively grow at national or international
level.
The dissertation is based on organization, Coca-Cola, which offers carbonated soft drink
and its products are distributed in over 200 countries across the world. The product range of
corporation consists of Diet Coke, Diet Coke Caffeine-Free, Coca-Cola Vanilla and Coca-Cola
Cherry, etc. During financial year 2015, the corporation was known as the world's third most
valuable brand. However, each day, approximately 1.8 billion beverages are being served each
day. The firm under investigation uses the pervasive style of advertising under which target
remains on all customers. This has a positive impact on the brand image and number of
customers increases day by day. However, the main focus on theof business is on advertisement
with special focus on internet or online market. For this purpose, social media can be considered
as the most effective approach to attract more buyers. However, the strategy of social media is
applied to communicate the success story of business. In this manner, present study is being
conducted to understand the role of social media for building the brand image of the business in
the marketplace. It would be effective for the firm to cater requirement of all related parties. This
is because; findings of the investigation would also results in fruitful recommendations which
cabcan be applied for in the firm in for successful operation along with creation of its goodwill in
the marketplace.
1.2 Rationale of the study
There are different kinds of marketing strategies applied by business in order to promote
the product and services in the marketplace. This facilitates corporation to integrate all business
activities and support the firm in expanding the business at global marketplacelevel. In this
manner, business determines several factors which can be effective for building the brand image
and support business to expand its venture at international level. However, the issue related to
higher competition is creating affecting business performance to a great high extent.
Furthermore, customers easily switch from one to another brand for the sake of taking benefits
from the respective business. However, this all madeis possible with the help of appropriate
selection of internet marketing strategies or social media.

At the same time, poor construction or selection of marketing strategy tends to increase
the cost of the business and in turn, it has a negative impact on the business performance. This
enables business tobusiness to shed light on the selection of appropriate media and accordingly,
its direct impact can be seen on higher customer base. Owing to this, present study is based on
analyzing the role of social marketing in building the brand image of the company. Here,
researcher discovers that whatthe potential aspect that can be applied for by corporation in order
to increase the loyalty among customers. Apart from this, failure to select an appropriate
marketing strategy or social media marketing approach strategy is having a negative impact on
the business performance. Hence, by conducting the current study, is it becomes easy to shed
light on negative aspects of marketing department of particular business and to provide the
suggestions to improve its performance in an effectual manner.
1.3 Aims and objectives
Aim
To analyseanalyze the role of social media marketing in building brand image of
company: a study on Coca Cola, UK.'
Objectives
The objectivesObjectives are formulated on the basis of research aim through which
scholar gets the indication related to procedure of data collection and selection of the most
suitable method of analysisanalyzing gathered information. These are listed as follows-
 To assess the role of social media in the present timescenario.
 To analyseanalyze the impact of social media campaign on customer awareness and
decision making.
 To determine the role of social media on brand image of Coca -Cola.
 To recommend the effective ways to Coca-Cola through which it firm can enhance
improve the brand image.
The Main aim of the current study reflects is to assess the role of social media marketing
in building the brand image of the firm. Owing to this, objectives are formulated to accomplish
the same. Firstly, role of social media will be assessed in the line of current scenario of
marketing. Furthermore, second objective will cover the way in which covers that how social

media marketing facilitates to raise awareness among consumers related to particular brand and
decision making procedure. In addition to this, at while the completion of the entire study,
recommendations will be provided to enhance improve the brand image of the organization.
1.4 Research questions
The researchResearch questions covered in the present study are based on research the
objectives of investigation. Here, the aim of the investigation is broken down into small parts for
making the study more valid. These are stated as follows-
 What is the role of social media in the present timescenario?
 What is the impact of social media campaign on customer awareness and decision
making?
 How social media helps in building brand image of Coca -Cola?.
 What are the effective ways to enhance theimprove brand image of Coca-Cola?
1.5 Structure of the dissertation
The dissertationDissertation is completed with inclusion of several chapters related to the
topic which clarifiesy the scenario to readers and effectively communicate the purpose as well as
outcomes of the study. The structure of current dissertation will be as followedfollows- Chapter1 :Chapter1: Introduction- It is the first and foremost chapter which contains
information related to the topic under consideration along with rationale behind the same.
This also highlights the aim, and objectives of the investigation along with research
questions. Thus, the chapter as of introduction clearly explains the purpose of dissertation
and its importance. Chapter 2 :2: Literature review- The chapter after completion of introduction is of
literature review which showcases the similar studies or research done over the selected
topic. This basicallyThis basically helps in creating the basis for the study and enable
researcher to identify the gap exists. This is proved as theto be supportive to for
outlininge the questionnaire for collection of primary information and accordingly, to
extract the outcomes in the line of secondary data.

 Chapter 3: Research methodology- CThe chapter of research methodology begins just
after the completion of literature review where scholar provides the detailed explanation
of tools and techniques used in the field of research. However, the chapter focuses on
selection of the most appropriate method applied in the dissertation along with proper
justification. Chapter 4: Data analysis- After the completion of initial chapters, the actual research
begins with the analysis of collected data with application of suitable technique or
method. This is completed in the line of research aim and objectives whereby the
outcomes can be used for proposing the valid suggestions.
 Chapter 5: Conclusion and recommendations- CThe chapter of conclusion and
recommendations is completed at last for accomplishing the end research objectives. The
conclusionConclusion of the study is drawn on the basis of objectives framed and
accordingly, recommendations is are provided to adopt the effective coal social media
marketing strategies to build brand image.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The chapter of literature mainly covers the detail information related to study in the line
of research aim and objectives. Here, researcher refers the studies done on role of social media in
branding building image of the companies. This procedure helps to develop in-depth
understanding and provide the basis for study. The sources consider for completion of the current
studies are; journals, books and online articles through which valid outcome can be derived by
the researcher. Furthermore, effective method of conducting literature review in a systematic
manner has been followed in the current study wherein themes are added. However, each theme
is critically evaluated in the argumentative manner for extracting valid outcome.
2.2 Assessing the role of social media in the present time
Marketing strategies refer to the actions taken by business for promotion of brand at
global or domestic level. It is based on targets of the business which are generally related to
increasing the customer base and raising the rate of return in the marketplace. According to Lim,
Chae and Jeon (2014) there are different marketing strategies such as traditional and modern.
Here, traditional marketing tactics might make it typical for business to cope up with changing
scenario due to time consuming aspect and higher cost. For this purpose, now-a-days business
shed light on modern marketing strategy where focus is laid on increasing the customer base.
This aids to accomplish the objectives of the firm related to increasing revenue and supporting
all ventures of the business to ensure their consistent growth.
According to Laroche, Habibi and Richard (2013) social media is playing very important
role in the marketplace. This is made possible with the help of implementation strategies like
Facebook and Twitter and Pinterest. These different modes of communication prove to be
effective to raise the attention of customers and accordingly corporation can cope up with
changing scenario. It leads to cater need of parties like customers, shareholders and others. For
example, majority of the customers are using Facebook with all age people which proves to be
significant for the growth and development of the corporation. It is because marketing
department of the business will be strengthen through which expectations of both parties can met
effectively. In this manner, business can effectively secure its competitive edge for longer time

span. Severi and Ling (2013) critically evaluated that social media marketing is being
popularized with its frequent use by the organizations. This is the biggest reason that attention of
general community can be gained with the help of such kind of marketing. These kind of online
marketing strategies seem a bit cost effectively through which firm ensure low cost of production
and accordingly focus can be laid on higher rate of return. This reflects they business can shed
light on its future requirement and current business performance so that accordingly it becomes
easy to support all business activities. Moreover, building brand image is not possible without
application of suitable marketing strategies. This is the important reason that modern marketing
concepts are being applied for the purpose of determine long run success and growth and
business. It leads to stop customers to switch from one to another brand. Hence, social media has
power to retain buyers for keeping in contact with them and resolving their queries on right time.
He and Lai (2014) reported that consumers generally uses different kind of social media account
where it might be possible that business get failed to attract more buyers. Owing to this, use of
varied mode of communication at the same time is important.
2.3 Impact of social media campaign on customer awareness and decision making
Paul and et.al., (2016) stated in their study that in the present era, concept of social media
marketing is undertaken by the large number of business organizations. The rationale behind
this, now people spend lots of time on social networking sites. Moreover, social sites such as
Facebook, Twitter etc. offer opportunity to the individuals to share their views and suggestions
regarding particular aspects or product. Hence, by conducting investigation authors found that
social media develops awareness among the customers to a great extent. Moreover, now, by
considering the activeness of people on social sites business units lay emphasis on placing
advertisements about new offering, discounting offers. Along with this, companies which
undertake social media campaign makes focus on uploading highly attractive images of product.
The reason behind this, images is eye catching and grabs the attention level of customers. For
instance: Coca Cola upload images of soft drink with quotes etc. In this way, such images
develop awareness among the customers about what brand is representing as well as its offering.
By considering this, it can be stated that social media campaigns assist in raising awareness
among the customers regarding offering or brand.

However, on the critical note, Thach, Lease and Barton (2016) mentioned that social
media campaign sometimes negatively impacts the decision making of customers and thereby
decision making. Moreover, when business unit uploads the image of product with specific
information or detail then people make comment on it. In this, due to having negative perception
or image regarding the brand and its offering people comment negatively. For instance: In UK,
some of the people have negative perception towards the discounting strategy undertaken by
Tesco. Moreover, usually customers make comparison of the price factor with the quality of
product or services. In this, negative comments which are made by other people closely impact
the purchasing decision of both existing and potential customers. On the other side, Turban,
Strauss and Lai (2016) claimed that social media is the most effectual tools which in turn helps
in affecting the decision making aspect of millions of customers at the same time. In accordance
with the decision making individuals take decision about purchase after making evaluation of
each and every aspect. Customer’s decision making model majorly includes four stages which
are undertaken by each individual at the time of purchase. Hence, such steps include need
recognition, information search, alternative evaluation, decision making and post purchase
evaluation. Hence, usually each individual takes purchasing decision by considering all such
stages. Thus, author entailed that in the world of technological advancements now people search
information about the concerned product on internet. In this, social media campaigns are highly
significant which in turn helps in raising awareness and thereby influencing the decision making
of people.
According to the views of Keegan and Rowley (2017) social media campaigns helps in
intensifying the relationship of company and its customers. Moreover, tool of social media offers
opportunity to the business unit to persuade customers about the uniqueness and combo packages
or other promotional offers which are associated with the products. In this way, such prominent
channel of communication provides high level of assistance to the company in building or
maintaining positive perception regarding the brand or its offering. This in turn helps firm in
developing positive purchase intention. In addition to this, social media marketing campaign
enables business unit to communicate its goals and objectives to others. However, Wamba and
Carter (2016) argued that high cost and efforts are associated with social media marketing

campaign. Moreover, marketing team has to spend lots of time in developing highly effective
plan. In this situation, if business unit failed to develop highly effective and competent plan then
it may result into negative impact on customer’s purchasing decision.
Namkoong and et.al., (2017) assessed in their study that concept of social media marketing
enables firm to get information about the needs, wants and expectation level of customers. On
the basis of this aspect, by reviewing the comments of people business unit can make suitable
changes in the existing offering. Thus, by offering high quality and standard product to the
customers firm can entice their purchasing decision to the significant level. On the critical note,
Baskerville and et.al., (2016) said that not only social media but also traditional means have
significant impact on the decision making aspect of customers. Moreover, due to having busy
schedule professionals do not have enough time for spending on social sites. In this, newspapers
and books help in grabbing the attention level of customers towards the specific brand. By
keeping such aspect in mind it can be stated that not only social media but also traditional means
of advertisements have major impact on customers decision making.
In accordance with views of Ross and et.al., (2016) social media campaigns play a vital
role in enhancing customer base and thereby sales revenue. From investigation, authors revealed
that 91% of retail brands use social media campaign strategy to enhance customer base.
Moreover, by using such tools business unit can interact with the targeted audience. It enables
business unit to solve the queries of people by replying on their comment. In this way, social
media tool assists business organization in enhancing the awareness among the customers
regarding the benefits which are offered by the client. In the study, Paul and et.al., (2016)
identified that there are several factors that have high level of impact on the decision making
aspect of customers. Such factors include personal, cultural, social etc. which in turn have direct
impact on customer decision making. Now, people take purchasing decision after making
discussion with their friends and family members. In this, social media campaign enables people
to get insight about the views of their loved one. Besides this, customers are highly conscious in
nature towards the price level and prefer to purchase products from the retailer which charges
affordable prices. In this, advertisements which are placed by companies on social media enables
individual to make suitable purchasing decision after making comparison of products with the

offering of competitors. Hence, by taking into account all the aspects it can be stated that social
media campaign has significant impact on customer awareness and their decision making.
2.4 Determining the role of social media on brand image
According to Wu and Anridho (2016) Branding as well as marketing are helpful in doing
the changes by using the new media channels: internet and social media. Strategies of marketing
and branding are changing when communication is becoming multi-directional and more
consumer oriented. Brand helps the consumers in selecting one product so that they can increase
the choice of consumer. Brand of Coco Cola assist customers to identify and choose products so
that they can increase sales in market. Social media having interactive platforms on internet
which may be web as well as mobile based. Along with this it includes the information related to
the product of Coco-cola. Employees of business entity can use different social sites for doing
promotional activities which are Twitter, Facebook as well as Google which helps in building
brand image in the market. Social media marketing is a important strategy which helps in
improving branding of Coco-Cola.
As consumers are spending more time of social media and they see different
advertisements which succour company in improving brand image. Social media play a
important role in doing the analysis of consumers that what type of products they want. Along
with this they can share the information about brand and products. In fact approx 60 percent of
consumers doing research about merchandise through multiple online sourcing about a specific
brand or retailer by the social networking sites. Coco-Cola have to do proper promotional
activity by using the appropriate site of social media. They have to do best advertisement related
to product which aid in attracting large number of consumers. Moreover, they have to collect the
feedback from consumers so that they can do improvements in the products. There are some
useful tools which can be used by Coco- Cola for Social media branding. They are:
 Twilert: It is a extraordinary tool which helps in providing awareness of the tweets on the
brand.
 HootSuite: It is a fully fledged social media management platform which can be used by
Coco-Cola to keep track of the mentions among other things.

 CrowdBooster: It is a free tool. Further, it helps to see progress of campaigns which
business entity is doing for building the rand image in the competitive market.
Many big brands using different strategies related to social media such as social media
campaigns and contests to effectively pick up visibility and generate more leads. This campaign
and contest attract large number of end users. Along with this it improve the sales and generate
more revenue.

REFERENCES
Journals and books
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men during an outbreak of syphilis in Winnipeg, Canada. Canada Communicable Disease
Report. 42(2). p.45.
Baskerville, N. B and et.al., 2016. Effect of a digital social media campaign on young adult
smoking cessation. Nicotine & Tobacco Research, 18(3), pp.351-360.
He, Y. and Lai, K. K., 2014. The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image. Total Quality Management & Business Excellence. 25(3-
4). pp.249-263.
Keegan, B. J. and Rowley, J., 2017. Evaluation and decision-making in social media
marketing. Management Decision. 55(1).
Laroche, M., Habibi, M. R. and Richard, M. O., 2013. To be or not to be in social media: How
brand loyalty is affected by social media?. International Journal of Information
Management. 33(1). pp.76-82.
Lim, S., Chae, H. and Jeon, H., 2014. The Effect of Experience Marketing on Brand Attitude and
Brand Loyalty of Beauty Salon Franchise Stores. Fashion business. 18(5). pp.42-55.
Namkoong, K. and et.al., 2017. Communication, reasoning, and planned behaviors: Unveiling
the effect of interactive communication in an anti-smoking social media campaign. Health
communication, 32(1), pp.41-50.
Paul, R. and et.al., 2016. # eatingoodtonight: A Social Media Campaign to Increase Awareness
of Unhealthful Late Night Eating Among College Students. Journal of Nutrition
Education and Behavior. 48(7). p.S1.
Severi, E. and Ling, K. C., 2013. The mediating effects of brand association, brand loyalty,
brand image and perceived quality on brand equity. Asian Social Science. 9(3). p.125.
Thach, L., Lease, T. and Barton, M., 2016. Exploring the impact of social media practices on
wine sales in US wineries. Journal of Direct, Data and Digital Marketing Practice. 17(4).
pp.272-283.
Turban, E., Strauss, J. and Lai, L., 2016. Marketing Communications in Social Media. In Social
Commerce (pp. 75-98). Springer International Publishing.
Wamba, S. F. and Carter, L., 2016. Social media tools adoption and use by SMEs: An empirical
study. In Social Media and Networking: Concepts, Methodologies, Tools, and
Applications (pp. 791-806). IGI Global.
Wu, W. Y. and Anridho, N., 2016. The antecedents of brand loyalty: a meta-analysis
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