Effects of Social Media on Brand Reputation Management of Coca-Cola, Australia

Sociology
Research Proposal
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Sociology
Abstract
Social media has really evolved in the 2000s especially upon the birth of Facebook and Flickr in
2004. It will also be quite cynical not to acknowledge the current influence that the social media
has had upon modern lifestyle especially with the continuous development of so many social
media platforms over the last two decades. This research paper will examine the effects of
various social media platforms such as Facebook, Twitter, Pinterest, and Google+ as a
communication tool in brand reputation management of Coca-Cola, Australia. It is as well
important to note that this research paper will use both qualitative and quantitative methods of
data collection to obtain relevant information and/or data that will form the basis of this research
paper.
Introduction
The Coca-Cola company is an America Multinational corporation, manufacturer, retailer as well
as retailer and marketer of non-alcoholic beverages and syrups. This company is well known for
its brand Coca-Cola invented in the year 1886 by a pharmacist's named John Stith named
Pemberton in Atalanta, Georgia (Rahman, 2017).
It is important to note that despite the fact that coke was imported to Australia from the United
started in the early 1900s it was not until in 1938 that the company started to produce locally.
Since then Coca-Cola has been in a position to garner millions of followers in various social
media platforms.
Social media has been a really important tool that the Coca-Cola Company has used as a means
of communication for its brand reputation and management. The company has been really
successful in this based on the number of followers it has had on its various social media

Sociology
platforms such as Facebook, Twitter, Pinterest, and Google+. This write-up will present an
empirical study of the effect of social media as a communication tool for brand reputation and
management of Coca-Cola, Australia (Radpour & Honarvar, 2018).
Social media has been very instrumental in terms of marketing for the past two decades. Social
media marketing is basically a form of internet marketing that involves creating as well as
sharing relevant content on various social media platforms with the aim of achieving marketing
goals as well as protection of brand reputation. Based on the sensitivity of social media, there is a
need to follow certain procedures and/or strategies in order to obtain meaningful benefits. The
social media has been really instrumental for Coca-Cola Australia (Mari, 2016). In its various
social media platforms, Coca-Cola Australia has quite a number of followers. In its Facebook
account alone, Coca-Cola Australia has more than one million followers. This is considerably
high in comparison to other competitive beverages such as Red Bull and others. In addition to
this Coca-Cola Australia has adopted quite a different strategy in terms of its social media
marketing. This will be looked at later in this write-up.
Research Purpose
The purpose of this research is to determine the effect of social media as a communication tool in
brand reputation management of Coca-Cola, Australia.
In order for the purpose of this research paper to be achieved, quite a number of issues will be
looked at in depth. Some of the issues that will form the basis of this research paper comprise of
social media marketing, its significance and some of its consequences in term so of brand
reputation management. In addition to this, various social media platforms of the coca-cola
company will as well be analyzed (Li, Cui, Chen, Zhou, 2019).

Sociology
Literature Review
Coca-Cola is a very famous drink not only in Australia but also across various countries in the
globe. Coca-Cola is actually the most recognizable brands thanks to its various accounts across
in social media. The Coca-Cola brand has had enormous sales in Australia alone because of its
marketing campaign that has lately majored on social media Some of the social media platforms
that Coca-Cola has employed as a communication tool in its brand reputation comprises of
twitter, facebook, Google+ and Pinterest. Six years ago, a report conducted showed that the
brand had over 63 million followers on its Facebook page, over 750,000 followers on Twitter
and also seemed to be active in Pinterest as well as Google+ (Gordon & Cheah, 2017).
Studies conducted show effectiveness in marketing can be achieved in various ways such as a
transition to relationship marketing and building a brand that is recognized worldwide. Another
possible that this can be achieved is through establishing long term relationships with customers
as well as having high credibility of influencers in various online platforms such as facebook,
twitter, Pinterest and Google+ so as to enforce and/or enhance the practice of co-creation
(Khamis, Ang, Welling, 2017). The key to effective marketing lies not only in measures taken to
assess as well as implement various viral marketing strategies but also depends on a very great
extent the monitoring of these strategies in all spheres including qualitative metrics. This,
therefore, calls for a need to take into account the size of the online community that needs to be
addressed and the credibility of the message when designing the strategies that would be used in
the first place.
In comparison to other brands, Coca-Cola has shown a very huge difference in terms of its
effectiveness and success that it has achieved in terms of social media as a means of brand