The Role of Social Media Campaigns on Coca-Cola's Brand Image

This research proposal investigates the impact of social media campaigns on Coca-Cola's brand image in the UK market. The study aims to analyze the role of social media in the beverage industry, identify Coca-Cola's social media practices, understand the significance of these campaigns in building brand image, and recommend effective strategies. The research employs a descriptive design, collecting data from 50 Coca-Cola customers through questionnaires and reviewing secondary sources like books and journals. Convenience sampling is used, and an inductive approach is taken to move from specific findings about Coca-Cola to broader implications for the industry. The research utilizes interpretivism as a philosophy and qualitative techniques to interpret the data collected, aiming to provide valuable insights into how social media campaigns influence consumer perception and brand loyalty. The report includes a critical review of key references, outlining the importance of social media in modern marketing and its effects on brand image and consumer behavior. The proposal details research specifications, including research questions, objectives, and the methodology for data collection and analysis, culminating in recommendations for improving Coca-Cola's social media strategies.

RESEARCH PROPOSAL
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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
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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
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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,
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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
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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
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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
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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
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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).
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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
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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
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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
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