Coca-Cola: A Study on Social Media Marketing and Brand Image

This report investigates the impact of social media marketing on Coca-Cola's brand image. It begins with an overview of social media's importance for businesses and introduces Coca-Cola as a case study. The report's aim is to identify Coca-Cola's social media marketing strategies, assess its brand image compared to competitors, evaluate the impact of these strategies, and provide recommendations. The methodology includes a literature review, qualitative research, and data analysis through surveys and statistical methods, with a descriptive research design. Findings reveal insights into customer behavior, brand awareness, and the effectiveness of social media in enhancing brand image. The analysis covers various social media platforms, customer engagement, and the role of customer care. The report concludes with recommendations for improving social media marketing strategies and enhancing Coca-Cola's brand image in the competitive market. The study also includes a reflective statement, references, and an appendix with the survey questionnaire.

The impact of social media
marketing on brand image of
organisation- A study on Coca-cola

ACKNOWLEDGMENT
I would like to thank to my mentor who provided me direction in completing the
research. I would also like to convey my thanks to colleagues and other team members who have
coordinated with me while collecting data and analysing the same on the basis of the research
aim and objectives.

ABSTRACT
Social media marketing is an essential for the organisation as through this companies will
be able to enhance their brand image in the market. On the basis of this, they will be able to
attract number of customers towards their services. All people will be able to know about the
features and benefits of products. The communication gap between the service users and
organisation can be reduced in an efficient manner. Due to this, brand awareness, brand
recognition can be increased in the market. The current report is based on Coca-cola which
perform their operations in beverage industry. They are offering their services to the number of
people so that they will be fulfil their needs and demands in an efficient manner.
The main aim of this project report is to identify the impact of social media marketing
strategies on the brand image of the company. The report is based on some of the practices and
approaches that has to be followed by an enterprise at their workplace so that their overall
performance can be improved. The research approach that is used in this research is qualitative
and interpretivism. By conducting the primary research, the firm will be able to know about the
needs and demands of their service users. It has been concluded that social media marketing can
enhance the performance of the firm.
In research methodology different approach, design and philosophy is used. Through this
the it will represent that on which research topic is based. It helps to researcher in order to collect
the information from various sources so that impact of social marketing on Coca-cola company
can be analysed. The present research is based on an issue that how social media can affect the
brand image of company. So, in this manner a survey is conducted at the marketplace so that it
can be evaluated that how social media can improve image of the firm. Through the findings in
research report it has been clear that there are 40% customer using social media from leas then 1
month and 15% people from 1 to 6 months. 60% people buy online products and services in
order to save their time. Also it has analysed the approx. 75% buyers are connected with
customer care centre on Coca-Cola. It can also be interpreted that there are many respondents
who are highly agreed that social media can help the firm in achieving the success.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Overview..........................................................................................................................6
1.2 Aims and objectives.........................................................................................................7
1.3 Research questions...........................................................................................................7
1.4 Rationale of study.............................................................................................................8
1.5 Framework analysis..........................................................................................................8
1.6 Potential significance......................................................................................................10
1.7 Structure of dissertation..................................................................................................10
CHAPTER 2: LITERATURE REVIEW.......................................................................................12
2.1 Introduction....................................................................................................................12
2.2 Significance of marketing strategies in the organisation................................................12
2.3 Concept of social media marketing................................................................................13
2.4 Social media marketing strategies..................................................................................14
2.5 Impact of social media marketing on the performance of company..............................15
2.6 The effectiveness of brand image...................................................................................17
2.7 Social media marketing in Coca-cola.............................................................................19
2.8 Conclusion......................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................22
3.1 Introduction....................................................................................................................22
3.2 Research design..............................................................................................................22
3.3 Research approach..........................................................................................................23
3.4 Research philosophy.......................................................................................................24
3.5 Data collection methods.................................................................................................24
3.6 Sampling techniques.......................................................................................................25
3.7 Data analysis...................................................................................................................26
3.8 Ethical consideration......................................................................................................27
3.9 Validity and reliability....................................................................................................27
3.10 Research limitations.....................................................................................................27
CHAPTER 4: DATA ANALYSIS................................................................................................28
4.1 Introduction....................................................................................................................28

4.2 Analysis..........................................................................................................................28
Objective 1: To identify the social media marketing strategies that are adopted by Coca-cola.
..............................................................................................................................................29
Objective 2: To examine the brand image of Coca-cola in the market as compare to other
competitors...........................................................................................................................32
Objective 3: To evaluate the impact of social media marketing strategies on the brand image
of organisation......................................................................................................................35
Objective 4: To provide recommendations to the organisation so that they can improve their
brand image and social media marketing strategies.............................................................38
4.3 Statistical analysis on the basis of regression.................................................................43
4.4 Discussion.......................................................................................................................45
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................46
Conclusion............................................................................................................................46
Recommendations................................................................................................................48
REFLECTIVE STATEMENT.......................................................................................................51
REFERENCES..............................................................................................................................52
APPENDICES...............................................................................................................................56
Questionnaire........................................................................................................................56

CHAPTER 1: INTRODUCTION
1.1 Overview
In today's era, every business organization perform their operations in the market so that
they can fulfil the needs and demands of society. They are using some of the tools and
techniques in order to enhance their brand image (Bian and Moutinho, 2011). If brand image of
an organization is get improved, then they will be able to attract number of customers towards
their services. Social media is an approach that is used by an enterprise in order to improve their
image in the society. By adopting some of the social media marketing strategies, firm will be
able to communicate with their customers in an efficient manner. Along with this, all service
users will be able to know about the features and benefits of the products. So, this will become
easy for the people as through this they can make their decisions while purchasing the services.
Social media play a crucial role in the overall performance of an enterprise as through
this they can improve their brand recognition in the market. This is an effective channel as
through this two-way communication can be established in between the service users and
business organisation (Chien, Cornwell and Pappu, 2011). There are some social media tools
such as Facebook, YouTube, LinkedIn, Instagram and so on. Companies can show their brand
value to the other by adopting these tools and techniques.
The current research is focuses on the impact of social media marketing on overall brand
image of the organisations. Coca-cola perform their operations in domestic as well as
international market so their overall brand image is good. The company deals in the soft drink
and they offer their services in many areas so they gain attention of their customers towards their
services. Company uses social media marketing strategies in order to increase their brand
awareness in the market. Some of the tools that are used by an enterprise are like twitter,
Instagram, Facebook and the industry is getting number of fans over the sites. Through this, their
position is also get improved in the search engine optimization and that can lead an entity
towards success (Gerbaudo, 2012). There are approx 123,200 employees who are working in
Coca-cola and they are responsible to offer quality services to their customers. Sometimes, it is
difficult for an enterprise to manage all the workers so for this they provide training and
development to their workforce so that they will be able to enhance their core competencies. The

manager of the food and beverage company focuses on their management activities so that their
overall performance can be improved in an efficient manner.
Coca-cola more focused on the modern marketing management techniques rather than
traditional strategies. On the basis of these modern strategies, the firm will be able to improve
their performance in the market. Along with this, they can sustain their competitive advantage in
the market (Hanna, Rohm and Crittenden, 2011). The organisational structure that is followed by
the firm is flat as through this manager will be able to administer their activities in an efficient
manner. The present report explains the importance of social media marketing in the country.
The further study explains that how an organisation can enhance brand awareness at the
marketplace. If cited firm focuses on social media marketing through they can able to enhance
their brand awareness in domestic and international market as well. With the help this process
organization is able to enhance their market presence and improve international market share as
well. They have to opted various plans strategies in order to proper use of social media or try to
connect with customers to build up their brand image.
1.2 Aims and objectives
Aim: To determine the impact of social media marketing on brand image of the
organization- A study on Coca- cola.
Research objectives: There are some research objectives which are stated below:
 To identify the social media marketing strategies that are adopted by Coca-cola.
 To examine the brand image of Coca-cola in the market as compare to other competitors.
 To evaluate the impact of social media marketing strategies on the brand image of
organisation.
 To provide recommendations to the organisation so that they can improve their brand
image and social media marketing strategies.
1.3 Research questions
Q1. What are the social media marketing strategies that adopted by Coca-cola?
Q2. How brand image can be examined of Coco-cola as compare to its rivals?
Q3. What is the impact of social media marketing strategies on the brand image of enterprise?
Q4. What are the ways through which Coca-cola will be able to enhance their image at global
level.?

1.4 Rationale of study
What is the research issue?
In present era, it is important for the organisation to analyse the impact of social media
marketing in order to increase the brand image. The research of this topic, will help the
researcher to find out the issues of the impact of social media marketing. The current issue which
is identified in this research is the impact of social media on the brand image and how this may
affect the company’s overall performance.
Why it is an issue?
This issue has been arising due to rapidly change in the technology. It is important for
organisation to proper identify the needs of customers with the help of social marketing. This
issues have arisen because now firms prefer social media as their communication medium and
through this they will be able to identify the requirements of people. So, on the basis of this an
enterprise can improve their image at global as well as domestic level.
Why it is an issue now?
In modern era, most of the organisation doesn't know that how to use social marketing
websites and through this they are losing customer base. Due to the lack of knowledge in such
kind of marketing, companies will not be able to attract number of customers as compare to their
competitors.
What could this research shed light on?
The present research is based on the to analyse the impact of social marketing whether
their impact is positive or negative on the company. So, in this way it can be easily identified that
how firm can reach to their target audience.
Significance of study
Through this research the investigator will find out best possible of outcomes on which
the previous researcher has not identified. The variable and reliable answer will also receive
from this research. The importance of this study is to enhance use to social media in brand image
awareness. Companies need to opted social media marketing for expand their business and
attract large number of customers as well.
1.5 Framework analysis
Framework analysis is one of the section of research project which explains the research
methodologies and various strategies that are used in current dissertation. It provides details

about the steps that are carried out in order to accomplish the objectives and goals. In this, all
steps are related to the approaches to design, philosophy, data collection methods, sampling and
data analysis. This is an important section which gives the overview of these techniques.
Through this, reliability and validity of the project can be analysed in an effective manner. There
are some strategies and approaches are used in the current research and these are:
Research design is the procedure that is followed in order to collect the data and
formulate the plan. There are some of the strategies that can be used correlational, descriptive,
experimental and so on. In the current research project, descriptive research design is used on the
basis of the research questions. On the basis of this, overall impact of social media marketing can
be identified so that their overall brand image can be improved. Research approach is related to
the method that is use to collect the data by using primary research. Here, inductive research
approach is used to observe the things and identify the patterns so that theory can be formulating
in an effective manner. This is based on the aim and objectives of the research.
Research philosophy is related to the perceptions that are made while conducting the
particular research. There are some research philosophical theories are like interpretivism and
positivism. Through these data can be analysed and gathered in an efficient manner. Here,
interpretivism theory can be used in order to collect the data. In data collection techniques
methods, there are some data collection techniques that can be used in order to gathered the
relevant and valuable information. Here, primary and secondary both sources can be used.
Through primary sources, data can be collected through questionnaire and interviews. On the
other hand, secondary sources are related to books, journals, articles, internet and so on. In this,
questionnaire has been used which includes both open ended and close ended questions. So, in
this manner the views of the staff members can be collected.
Sampling techniques that has been used in the project research such as systematic,
random, stratified and so on. Here, random sampling technique is used in the current project. In
this, a sample is selected that represent the entire population. Data technique can be analysed by
using both qualitative and quantitative techniques. Here, in this research qualitative research
method is used in order to analyse the present data. For this, thematic analysis has been used
through which different themes can be make and data can be interpreted.

1.6 Potential significance
The significance of the research deals with the organisation and customers. On the basis
of this study, the enterprise will be able to know about the views and demands of their
customers. If their expectations are identified, then they will be able to fulfil the desire of their
service users. Coca-cola can conduct a survey at in the market so that they can determine the
impact of social media on the brand image of the company. On the basis of this, competitor’s
strategies can be identified so that their performance can be improved.
On the basis of this, Coca-cola will be able to identify more social marketing strategies so
that their overall brand image can be improved. Through this, the communication gap among the
consumers and enterprise is get reduced so that brand awareness can be improved. By using
these modern advertising tools, company can attract number of customers towards their services
from all over the world. This current research is more significant for the enterprise as through
their brand recognitions and awareness can be increased. In this manner, they will be able to
know about the needs of the market trends and behaviour of people towards the organisations
brand image.
1.7 Structure of dissertation
The present research project is based on different chapters and that are followed in a
sequential manner. All chapters are interconnected to one other or these all the based on each
other. The structure that is followed in this particular report and these different chapters are:
Chapter 1: Introduction- The first chapter of the research covers all the aim, objectives,
focus, purpose and potential significant of the current report. This also gives the overview of the
topic and their functional analysis.
Chapter 2: Literature review- There are some other research that was conducted on the
particular subject. It particular subject explains the importance of social media marketing
strategies and brand image of the organisation. Along with this, some books, journals, articles are
reviewed to gather the information on the topic. By identifying these, a researcher will be able to
identify the viewpoints and ideas of other authors. Further, gap can be analysed between past and
current research.
Chapter 3: Research methodology- This particular section represent some methods and
strategies that are used in order to collect the data. Some of the techniques that are used in the

current research are like data collection, sampling techniques, research design, research approach
and so on.
Chapter 4: Data analysis- In this section, data is analysed on the basis of thematic
approach. In this data is analysed on the basis of the primary data collection methods such as
qualitative. The researcher can get the views of the customers.
Chapter 5: Recommendations and conclusion- This is the last chapter of the dissertation
as in this conclusion has been drawn from all over the report. Recommendations are kind of
suggestions which an enterprise should adopt so that their overall growth can be improved in the
market as compare to other competitors.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Social media marketing is an essential tool that is used by an enterprise in order to
improve their brand image at the marketplace. There is huge competition in the market and due
to this companies have to focus on their promotional and advertising techniques. Through this,
they will be able to create their distinct image in the market as compare to other competitors.
Marketing is a functional area which play an important role in the business organisation as
through this their overall sales can be increased. Some different sites can be used by an
enterprise as through this they will be able to attract number of customers from all over the
world. For this, communication among all the different functional areas should be there as
through this they will be able to enhance their growth. This particular section explains the
research studies that were conducted on the impact of social media marketing strategies. The
effective use of social media is beneficial for cited firm in order to increase its brand in all over
the world. Through this process they can able to increase number of customers and improve
profit margin as well. Social media is helpful to build brand image of cited firm and able to attain
their objectives and goals. There is an inter-relationship among use of social media and enhance
brand image of company.
2.2 Significance of marketing strategies in the organisation
According to the view point of Heller Baird and Parasnis (2011) marketing is a core
department of the organisation as through this they will be able to increase their sales. When
sales can be increased then profits can be maximised. This functional area is more focused on the
overall activities of the enterprise that are going to be performed in order to increase the brand
image of the firm. There are some objectives of marketing department are like to increase the
brand awareness, brand recognition, to increase sales, to create a strong base of customers and so
on. On the contrary, it has been analysed by Bian and Moutinho (2011) that this functional unit is
responsible to make some strategies so that they will be able to perform well in an efficient
manner. The head of department has to make a market plan so that they will be able to increase
their growth in the market.
As per the view point of Lee, Lee and Wu (2011) marketing strategies are more
significant for an enterprise as through these they can perform well at the global level.

Segmentation, targeting and positioning can be performed by the marketing manager so that they
can fulfil the needs and demands of their customers. There is different marketing concept such as
production, selling and so on. It is the responsibility of the manager to perform their functions in
an efficient manner so that their overall performance can be improved. Apart from this,
Nebenzahl and Jaffe (2013) says that marketing manager has to perform some of functions such
as planning, controlling, coordinating, communication and so on.
2.3 Concept of social media marketing
As per the view point of O'Keeffe and Clarke-Pearson (2011) communication is a vital
tool that is used by an organization so that they can communicate with their consumers. On the
basis of this, manager will be able to know about the desire of different types of stakeholders.
When their needs are identified than an enterprise will be able to accomplish their sustainable
objectives and goals in an efficient manner. On the contrary, internet has changed the way of
communication. Now, it become easy for all kind of organisations as through this they can
communicate with people throughout the world. Along with this, firm will be able to achieve
success in the market by adopting the dynamic needs of the people.
Reza Jalilvand and Samiei (2012) stated that there are many organisations who perform
their operations or activities in order to fulfil the needs and demands of their customers. They use
some of the social networking sites so that their overall brand awareness can be increased.
Through this, they can market their services and products at the marketplace. Apart from this, it
has been analysed by Severi and Ling (2013) that it is a kind of way through which companies
can reach to their services users and offer them services as per their requirements. Through this,
people will be able to know about the features and benefits of the goods and commodities that
are offered by them. So, in this manner consumers can choose their products as per their choice
so that their demands can be fulfilled.
Chien, Cornwell and Pappu (2011) stated that an organisation can use websites and social
platforms in order to promote their products and services in the market. They use their own tools
and techniques in order to measure their own performance and examine the current progress so
that their overall growth can be improved. By performing these activities, companies will be able
to increase their number of fans over Facebook, LinkedIn, YouTube and so on. In order to make
social marketing campaign effective, an enterprise have to allow their uses to for comments or

likes. Through this, an entity will be able to know about the needs and demands of their end
users. In this manner, they can fulfil the expectations of the different people.
According to the views of Stelzner (2011) social media marketing is important for an
enterprise as through this they can put blogs, videos, photos over their website so that they can
attract large number of people towards their services. Through this, companies will be able to
boost their brand image by attract the number of end users for their services. On the other hand,
an enterprise will be able to build their relations with the customers and through this their overall
satisfaction level can be increased in an effective manner.
In this modern world large number of people are connected with social media. As they
spend most of time on this. According to the view of Jansen, (2010), it has been depicted that, it
is effective way for organization to promote their goods and services on this platform in order to
achieve their objectives and attract new customer as well.
2.4 Social media marketing strategies
Social media marketing strategies are implemented by an organisation at their workplace
so that they can increase their brand awareness, relationship building, brand recognitions and so
on. As per the view point of Tufekci and Wilson (2012) these factors play an important role in
the success of an organisation as through these they will be able to achieve their success in the
market. This is a new concept that is adopted by the firm so that overall communication gap
between enterprise and customers can be reduced. There are more people who are using these
social networking sites such as Facebook, LinkedIn, YouTube and so on. On the basis of this, an
enterprise will be able to enhance their performance in the market by sharing the information and
benefits of the products and services.
Organisations have to set their objectives and goals before implementing some of the
social media marketing strategies. On the basis of these, all stakeholders will be able to
understand the direction of respective enterprise. Along with this, understanding can be increased
within all the people who are associated with the operations that are performed by them at the
marketplace. Wu, Yeh and Hsiao (2011) stated that companies formulate a plan in order to
perform their social media marketing strategies. For this, first they have to set out their
objectives and goals so that their targets can be achieved in an efficient manner. In the second
step, manager of an enterprise has to identify the need of their customers so that they will be able

to get the quality services. After this, the higher authority has to identify the recent trends and
practices in the market as through this they can achieve competitiveness than rivals.
As per the view point of Hanna, Rohm and Crittenden (2011) there are some advantages
and disadvantages of the social media marketing. Some of the advantages are like brand
awareness, recognition, customers base, relationship building and so on. Through these kinds of
strategies, an entity will be able to sustain their competitive advantage in the market. On the
other hand, there are some disadvantages of the social media marketing are like if the head of
particular department will not identify the needs of their customers then their requirements will
not be fulfilled. On the basis of views of Cohen and Arieli, (2011), Along with this, results
should be track or monitored on continuous basis so that changes can be adopted and
implemented in an efficient manner. Along with this, approaches that are selected by companies
should be appropriate so that their overall performance can be improved. Right customers should
be identified and as per their requirement target audience can be selected.
It has been analysed by Heller Baird and Parasnis (2011) that performance can be
evaluated on a particular time interval as through this major risks or disadvantages can be
identified. When all threats and opportunities can be identified related to social media marketing
than they will be able to enhance their performance in the market. This modern marketing
approach is more effective than traditional as through this enterprise will be able to attract their
service users from domestic as well as international market.
Leaders and managers of cited firm have to frame various types of plans and strategies
for promote their products and services in international market through social media. As per the
view of Reigeluth, (2013), it has been stated that, framing of plans is forecasting process but
through which entities are able to build their market share and effectively use of social media as
well. For the same reason they need to create web page on this plate form and upload pictures or
something which they want to deliver information to their customers.
2.5 Impact of social media marketing on the performance of company
Gerbaudo (2012) says that marketing is an important functional area of the organisation.
This department is responsible for increasing the overall sales and revenues than any other
competitors. The marketing manager perform different types of marketing strategies at their
workplace so that they can attract number of people towards their services.

According to the views of Lee, Lee and Wu (2011) business organisations are using
modern approaches than traditional approaches. Modern approach is like social media marketing
as through this they can gain attention of people from all over the world. It is a type of free
marketing technique or tool that can affect their business activities in an efficient manner. This
department is linked with other departments such as financial, human resource, operational,
research and development. The activities of all functional areas are based on functioning of the
sales and marketing. It has been analysed that companies will be able to enhance their
performance in the market as compare to other rival firm. On the other hand, Hanna, Rohm and
Crittenden (2011) confronted that there are some traditional approaches such as magazines,
newspapers and so on. AS by adopting the social media marketing, an entity can reach to the
number of people.
There are some positive and negative impact of the social media marketing on the
performance of the company. Nebenzahl and Jaffe (2013) says that social networking sites is a
kind of tool that is used to place a two-way communication between the different stakeholders
and organisation. Positive impact of these modern approaches are like customer relationship
management, customer’s retention, market research, public relations and product marketing. On
the basis of the social networking sites, organisation will be able to maintain their relationship
with their customers by placing the blogs, images, graphic on the website. Along with this,
company can also achieve the advantage that is related to the word of mouth marketing strategy
on the social network.
Lee, Lee and Wu (2011) says that by adopting the social media marketing strategies, an
enterprise will be able to retain their customers by showing them features and benefits of the
services. Through these, company will be able to achieve the brand loyalty of the service users in
the market. On the other hand, it has been explained by Ward and Bailey (2013) that social
media is a broad area through which an organisation can show their culture, values and beliefs to
their customers. On the basis of these, they will be able to make effective strategies and
approaches. On the basis of social media marketing, an enterprise can maintain their relations
with the public. Through social sites, an enterprise will be able to make their control their bad
image in the market than their competitors.
As per the viewpoints of O'Keeffe and Clarke-Pearson (2011) that an organisation will be
able to perform social media marketing in order to market their products and services. Through

this, all customers will be able to identify the features and benefits of the goods. So, in this
manner the overall performance of the organisation is get improved and they will be able to
accomplish their objectives. Apart from this, there are some negative impact on the enterprise
due to social media marketing. These negative aspects are like misleading statements,
confidential information, increase customer base and unauthorised users.
O'Keeffe and Clarke-Pearson (2011) stated that sometimes service users gives negative
comment on the company’s website and it is difficult for them to track all the comments. So, this
may lead towards the bad publicity of company and public relations are also not get improved.
There are some employees who want to damage the company’s image so they release the
confidential information of the organisation in the market. Due to this, an enterprise will not be
able to achieve competitive advantage in the market. On the contrary, it has been stated by
Mitchell and Pithouse-Morgan (2014) that when companies number of customers are get
increased then due to this company will not be able to secure their brand image in the market. If
users put comments on the website of firm and due to their bad comments company’s negative
publicity is get increased. There are some unauthorised users who speak on the behalf of the
business organisation. It is not possible for an enterprise to prevent all the activities of workers
that is conducted on the social networking sites. So, in this manner their overall brand image is
get affected and objectives will not be accomplished in an efficient manner.
2.6 The effectiveness of brand image
According to the view of Hood and Birkinshaw, (2016), Brand image of company is
based on the views of customers on the particular products and services. It is the responsibility of
higher authority to focus on overall practices that are performed by the companies in order to
increase their profits. It is based on the set of values and beliefs that are offered by the manager
in the products. Every organisation has to perform their business operations in an efficient
manner because these can affect the company’s overall performance. Along with this, they have
to deal with all the factors that may influence the growth of the firm. As per the views of
O'Keeffe and Clarke-Pearson (2011) on the basis of an effective image, the organisation can
retain their brand loyal customers and through this they can build a strong base of customers.
Sometimes, customers are not buying services because of the brand that is associated with the
company. Brand image is the strength of enterprise as through this they can sustain their
competitive advantage in the market. It has been analysed by Severi and Ling (2013) that there

are some approaches that can be used by the firm in order to enhance their image in front of all
the service users.
Some of the approaches are there that can be used by an enterprise in order to enhance
their brand image such as promotion, advertising, public relations, social networking sites and so
on. Stelzner (2011) says that on the basis of these different practices an enterprise will be able to
increase brand awareness, recognition in the market as compare to other competitors. It can be
developed in an effective manner and companies will be able to create their uniqueness at the
workplace.
Brand image is the strength of the company as through this they will be able to maintain
their distinct image in the market. It is not created by the organisation but it is formed
automatically on the basis of the views of their service users. As per the view point of Chien, P.
M., Cornwell and Pappu (2011) brand image is based on some of the factors such as products,
services, functionality, value and so on. By offering quality services and products to the
customers, firm will be able to increase the satisfaction level among all the customers. In order to
enhance their image, the higher authority have to conduct a meeting with the media so that their
overall performance can be improved and bad publicity can be reduced. As positive image can
lead an organisation towards success and due to this the value of their goodwill can be improved.
According to the view point of Hanna, Rohm and Crittenden (2011) organisations can use
social media marketing in order to enhance their brand image in the market. They can adopt
some of the approaches and strategies so that their brand recognition can be improved in the
market. On the basis of some advertising campaign, the firm will be able to reduce the
communication gap between the service users and business organisation.
On the basis of views of Hood and Birkinshaw, (2016), it is stated that, brand image is a
concept which consider one organization different from another. Companies needs to opted
various methods and procedure in order to promote their name of brand in various countries. The
best and possible way to attain same objective is social media.
According to the views of Tufekci and Wilson (2012) there are various factors such as
quality, products, price, competitiveness can affect the brand image of the company. So, Kelller
develop a brand equity model which focused on the aspects through which brand of a firm can be
developed. These aspects are like salience, performance, judgement and resonance. If customers
will think positively for the particular brand, then through an enterprise can attract number of

people towards their services. At the first, the manager has to identify their own position at the
marketplace as compare to other rivals. Here, company needs to create the awareness that how
this is distinguish from other firms.
In the second phase, the firm have to communicate their brand that for what they stand for.
At this, two factors play their important role such as performance and imagery. Performance
means how customers perceive your services and other means how their needs can be fulfilled.
At the third stage, service user’s responses towards the products and they make judgement on the
basis of quality, credibility and superiority. Brand resonance is the upper level where customers
make a bond with the brand.
Figure 1: Keller's Brand Equity Model, 2017
2.7 Social media marketing in Coca-cola
As per the viewpoints of Wu, Yeh and Hsiao (2011) Coca-cola is a beverage industry
which offer soft drinks and diet cokes to their customers so that their overall sales can be
increased in the market. uses some of the social media marketing campaign in order to enhance
their brand recognition and awareness in the market. The beverage industry has approx 86
billions of fans and followers over the number of social media channels. They use social media
sites such as Twitter, Facebook, LinkedIn, YouTube, Instagram and so on. Stelzner (2011) says
that company is posting their advertisements on these sites so that they can gain the attention of
the people.
Denzin and Lincoln (2011) says that company uses Twitter as their promotional strategy
as through this they can enhance their overall brand image and gain the attention of service users.
In this, company posted some of the blogs, images and videos so that customers get attracted
towards their services. Along with this, the beverage industry uses Instagram in order to share

their videos with the end users. On the basis of these practices, the firm will be able to enhance
their over image at the global level. When an organisation makes their business plans then first
they conduct the self-audit of their own process so that they will be able to identify their strategic
position in the market than any other competitors.
Nagai, Taura and Sano (2011) explain that Coca-cola also uses Facebook as their social
media marketing strategies and due to this brand image is get affected in a positive manner. On
the basis of these approaches or practices, they will be able to establish the two-way
communication and this will be beneficial for them as through this their needs can be identified.
So, in this manner the industry establishes their competitiveness in the market.
2.8 Conclusion
From the above analysis it can be concluded that marketing plays an important role in the
success of an organisation. For this, they use some of the tools such as Facebook, Instagram,
Twitter and so on. On the basis of these, a two-way communication can be established between
the customers and enterprise. The social media marketing strategies can affect the performance
of the firm in positive and negative manner. Coca-cola also uses marketing strategies in order to
increase their sales and revenues in an efficient manner.

Figure: Conceptual Framework

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research is a kind of process that is used by the researcher in a systematic manner so that
an effective outcome can be achieved. Research methodology explain the different approaches
and types that has been used in order to identify the impact of social marketing strategies on the
performance of the organization. It provides a framework for the overall research of the project
in an effective manner. It focuses on some of the data collection methods which are used by the
organisation in order to gather the data about the different stakeholders. On the basis of these
information, they will be able to make effective decisions so that aims and objectives of the
research project can be achieved. Along with this, it also explains the justification of these
approaches that why these methods are suitable for the particular dissertation. In order to
enhance the suitability of the research, the researcher has to focus on some factors such as
suitability, adaptability and limitations of the study. By adopting these, they will be able to
accomplish their goals of the current study.
The current research is based on some of the types and techniques of collection methods
so that their overall performance can be improved in an efficient manner. Coca-cola adopted
social marketing strategies so that they can enhance their brand awareness and it also explains
that how these strategies can affect the brand image of the organisation. There are different types
of approaches or practices that are beneficial for an enterprise and these are explained in the
current research project. Further, on the basis of this research it has been identified that how
online marketing strategies can affect the overall image of Coca-cola.
3.2 Research design
Research design is a kind of blueprint which explains that what kind of approaches and
methods are used in order to collect the data. On the basis of this, it can be evaluated that how
the overall research project will be able to conducted in an efficient manner. There are some of
the design approaches are used by the researcher such as description, co-relational, experimental
and so on (Mackey and Gass, 2015). Through these, a plan can be implemented and evaluated in
an efficient manner so that overall objectives can be accomplished of the research project. The
research has been conducted on the basis of the research questions so that overall aim and

objectives can be accomplished in an effective manner. It is the research design that explains that
how, when and where the research has been conducted in an efficient manner.
The present research is based on the descriptive research design approach so that overall
problems and their solutions can be identified. On the basis of this, they will be able to identify
the impact of social media marketing strategies and how these affect the brand image of Coca-
cola. Through this type of research design, researcher will be able to identify the reviews of their
employees so that overall aims and objectives can be achieved. Further, hypothesis can be
created so that an effective result can be achieved in an effective manner.
This Dissertation has been framed in the perspective of descriptive research design
approach, as it will enable the researcher to elaborate the issues of the research in a more
effective manner it can be said that descriptive method of research can aim to identify the main
issues and problems with the help of number of variables. It can also be noted that through the
said approach it would be easy to analyse the non-quantified topics and issues.
3.3 Research approach
There are two types of research approach that has been used in the dissertation. One is
inductive and another one is deductive. The first approach is used to identify the emergence of
new theories and models on the basis of the generalization (Vaioleti, 2016). On the other hand,
the second approach is used is to analyse the validity of the research project so that overall
objectives can be accomplished. Here, in this inductive research approach has been used so that
overall impact of social marketing strategies can be identified on the company’s brand image.
Inductive approach is based on generalization in which process is moving from
observation to theory. In this different themes and patterns are identified on the basis of the
information that is gathered from the data collection methods (Pollens, 2013). On the contrary,
deductive approach is the reverse process of inductive. In this, hypothesis is created and from
that solutions can be identified. Along with this, data collections are used in an efficient manner
so that hypothesis can be created and goals can be achieved.
In this dissertation, deductive research approach has been used in the analysis of data and
other information. On the basis of this, cause and effective relationship between two variables
such as social media and brand image can be identified in an effective manner. Through this,
more operationalised data can be gathered on the basis of quantitative research. It can be further

said that the deductive research will help a researcher to explore new concepts which lead to self-
development and evolution.
3.4 Research philosophy
Research philosophy is related to the development of research by making the perception
about the overall process. Along with this, proper investigation has been conducted in an
efficient manner on the basis of the knowledge and sources. There are two types of research
philosophy such as interpretivism and positivism (Panneerselvam, 2014). Interpretivism
approach can be used when qualitative methods are used in order to gather the data. These are
based on all the practices that are based on the human behaviour so that overall objectives can be
accomplished in an efficient manner. On the basis of some patterns, the new theories can be
implemented on the basis of specific information. On the other hand, Positivism is used with the
quantitative approach and these are in the highly structured form. This philosophy is used when
large samples are drawn from the different types of research.
Research philosophical approach is traditional and supporters of this study assess that
everything can be proved on the basis of the on the basis of outcome which are comes out
through graphs and data. In this concept statistical tool has been used to collect information and
data. Here, in the current research positivism philosophical approach is used on the basis of
quantitative approach. Positivism is a scientific approach in which different mathematical as well
as statistical tools has been used so that more authentic, precise and high reliability outcome can
be gathered in more effective manner. By applying this, research objectives can be
accomplished. On the basis of this, overall rational of the study can be analysed in an efficient
manner. This approach ensures that in depth research approach can be examined as through this
their overall aim and objectives can be achieved in an efficient manner.
3.5 Data collection methods
Data collection is a kind of technique that has been used by the researcher in order to
gathered the valuable or relevant data. There are two types of data collection methods such as
primary and secondary (Neuman and Robson, 2012). On the basis of these approaches, they will
be able to identify or analyse the data in an efficient manner so that their goals and objectives can
be accomplished of the particular research. These two different sources are:
Primary data: A researcher can collect the data by using the qualitative and quantitative
methods. On the basis of interview, questionnaire, focus group, observation the data can be

gathered so that their overall performance can be improved (Prida and Grijalvo, 2011). Through
this, original information can be collected or gathered that will be more beneficial for the current
research project. By conducting the research in the market, an exact information can be extracted
and through these views of the customers can be identified.
Interview method can be conducted in two forms one is telephonic and another one is
face to face. In the telephonic, an interviewer takes the interview of the customers on the phone.
On the other hand, in another method interviewer take the interview of the people via face to
face. This is more effective approach as through this researcher will be able to know about the
gestures of the interviewee. Another method is questionnaire in which some set of questions are
included such as open ended and close ended.
Secondary data: There are some secondary sources through which researcher will be able
to collect the information. Information can be collected from internal and external sources so that
goals can be achieved. Some of these sources are like journals, books, articles, magazines,
internet and so on (Geerts, 2011). In this, information is collected through published resources so
that gap can be identified and overall research can be completed in an efficient manner.
In the current research project, primary sources have been used in order to collect the
valuable or relevant data. The information is gathered through questionnaire. In this, researcher
select a sample size of the customers with different demands so that their views can be identified.
Through this, overall impact of the social media marketing on the brand image of the
organisation can be identified. In this dissertation, primary source of data has been used as the
method of data collection as primary source of data can be considered as the most effective
technique for the collection and evaluation of the data. It is due to the reason that it renders the
first handed information which has been obtained by the researchers or observers. In addition to
this, it also assists a researcher to obtain a new and unused information for the analysis or
interpretation of data which can make the research more effective. Furthermore, it also enables a
researcher to avoid the issue which has been integrated in the secondary sources.
3.6 Sampling techniques
Sampling is a process that is used by the researcher in order to select a sample from the
large number of population (Snyder, 2012). On the basis of this, the overall population can be
narrowed into small set of groups. There are two types of sampling techniques such as
probabilistic and non-probabilistic. An appropriate group of people are selected so that an

effective information can be gathered in an efficient manner. This kind of approach is applied on
the primary sources of the current research. In the probabilistic approach, a criterion is set in
order to select some people as a sample out of large population. Everyone has equal chance for
being selected into the group. Some approaches are coming under this like systematic, stratified,
random and cluster. Here the sample size is larger so probabilistic is not suitable for this field of
study.
In the another technique, a criterion is not set by the researcher as the selection is based
on some of the circumstances. Some approaches which are comes under the non-probabilistic
techniques like judgemental, convenience, quota and snowball. This will be more suitable for the
current research as sample size is large.
Here, in the present report judgemental sampling technique has been used by the
researcher so that sample can be drawn from the overall population. In this, researcher select the
people who uses products of Coca-Cola on continuous basis so here sample size is selected on
the basis of judgement which is made by researcher. After the analysis, the sample which is
selected for the current investigation is 20.
3.7 Data analysis
Data analysis is a technique that is used to analyse or evaluate the information on the
basis of qualitative and quantitative methods (Danping and Lee, 2011). On the basis of these
approaches or methods, data can be interpreted on the basis of the findings. In qualitative
method, different themes are prepared on the basis of the questionnaire. Along with this, data can
be represented in the form of the graphs or tables. On the other hand, quantitative method is
based on the statistical data and they are represented in graphical format. There are some
methods that are used in this approach such as correlation, regression and so on.
The present research project is based on the quantitative approach which is used by
researcher in order to identify the impact of social media on the brand image of organization.
Along with this, thematic analysis has been used by the researcher so that customer reactions can
be identified in an efficient manner.
Qualitative data analysis technique is beneficial as it involves a questionnaire as one of
the method for analysis. Through the use of questionnaire, it can be said that different opinions
of varied population can be obtained in respect of an issue or problem in the context of the said
dissertation. Also, primary source of data enables a researcher to get a fresh and one handed

information so that effective data analysis can be done. It also assures a quality for the purpose of
research. Also, through questionnaire, different opinions and ideas can be obtained along with
information on the huge basis can be obtained in a quick and efficient manner.
3.8 Ethical consideration
Disclosure of the information: The information of the research project is disclosed with
all the people who are associated directly. Along with this, personal information of each and
every respondent is maintained in an efficient manner.
Permission: When any research is conducted then researcher have to take the permission
from all the participants if they are using their personal information. It is mandatory in order to
accomplish the goals and objectives of the particular research project.
Right to withdraw: Every Respondent have their own right to withdraw from the process
that is conducted by the researcher. Through this, their overall performance can be improved in
an efficient manner.
3.9 Validity and reliability
Validity and reliability are considered as more effective elements of the research study.
Researcher has to perform their activities in an efficient manner so that reliable outcome can be
achieved. Along with this, whatever conclusion has been drawn from the findings that should be
more authentic then only their goals can be accomplished.
3.10 Research limitations
There are some of the limitations which are encountered at the time of research and these
are as follows:
 It is a lengthy procedure as this take time in order to gather the data from both sources
such as primary and secondary.
 The sample size is small so due to this more reviews of different customers are not
identified. So, due to time factor the research was conducted on small sample size.

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Data analysis is a process that is used to interpret and transform the information in order
to achieve the results. The data has been analysed on the basis of findings that is drawn from the
primary sources. Two methods are used by the researcher such as qualitative and quantitative.
On the basis of these overall views of the customers can be analysed in an effective manner.
Through the data analysis technique, researcher will be able to make the decisions for their
research project so that overall problems can be resolved and objectives can be achieved. In the
qualitative approach, overall data can be evaluated and description has been drawn from the
questionnaire so that needs and demands of the respondent can be identified. In the another
quantitative approach, all the information can be assessed or evaluated on the basis of the
statistical data.
The present research project is based on the quantitative approach in order to evaluate the
information that is collected through data collection methods. The data is represented in
graphical form so that overall views of the targeted customers can be identified. Along with this,
information can also have interpreted in the descriptive form so that finding can be achieved in
successful manner. Data is also presented in the percentage form so that accuracy can be
identified of each question. So, in this manner overall objectives and aim of the research project
can be fulfilled.
4.2 Analysis
The data can be analysed on the basis of the qualitative methods. The primary data can be
collected through questionnaire by taking the sample of the customers of Coca-cola. The
beverage industry offers their products and services throughout the world so they have a strong
base of their customers. In this manner random sampling method is more appropriate for the firm
and on the basis of that sample is selected of 20 customers. The data has been analysed in the
form of themes that are created on the basis of the questionnaire. Information of the service users
is represented in the graphical format along with the specific data percentage.
Regression analysis is used in this section of the dissertation as through this different
themes or perceptions are created on the basis of the primary sources. Through this, the

researcher will be able to identify the impact of social media marketing on the brand image of
the organisation.
Objective 1: To identify the social media marketing strategies that are adopted by Coca-cola.
Theme 1: Customers are using social media networking sites.
Table 1: Customers are using social media networking sites
Q1
Mean 2.38243
Median 2.25
Mode 1
STDEV 1.302323
When Coca-cola asked to their customers that how long have you been using the social
networking sites than the beverage industry get mixed decisions of their consumers. There are
some people who says that they are using social networking sites in less than 6 months and more
than 2 years. On the basis of this, it can be identified that there are many people who are using
social networking sites. This shows that company can use these kinds of marketing strategies in
order to attract number of customers towards their services. Apart from this, there are some
people who are using these sites from more than 2 years so company can attract them by
providing the quality services in an efficient manner.
Interpretation: From the above graphical representation it has been concluded that 40%
people are using social media networking sites from less than 1 month. 20% person are using
sites from 1 to 6 months and 15% service users uses social media from 1 to 2 years. Further, 25%
people are also engaged into the online networking sites from more than 2 years. So, in this
company can perform their marketing strategies. This data shows that the use of social media is
growing which required to concentrate in this area in order to increase awareness in an effective
manner. As per the analysis made, it can be stated that mean identified to be is 2.38, this shows
that average individuals have started using social media since 6 months. Further, mode shows
that there are majority of the individuals who have starting used social media at least for one
month. In addition to this, the rate of standard deviation is 1.30 which is low and so that the rate
of difference between selection of answers. In other words, the response given by each of the
respondents is in same direction.
Theme 2: Customers buy products and services from the online store of Coca-cola.

A question is asked to the services users of the company that they are purchasing their
products or services from their online store or not. On the basis of this, company can analyse
their social media marketing strategies and their effectiveness in the market. Due to this, the
beverage industry can identify their brand image at the marketplace than their competitors. When
company will get to know about their current position then success can be achieved in a
successful manner. Through this, Coca-cola will be able to know the expectations of their
consumers and their views on the brand image. Further, overall objectives can be achieved of the
current research project.
Table 2: Customers buy products and services from the online store of Coca-cola
Q2
Mean 1.742552
Median 1
Mode 1
STDEV 0.972187
Interpretation: On the basis of the graphical representation it can be concluded that 60%
customers are using online stores in order to purchase the products and services of Coca-cola.
There are 10% service users who don't prefer to buy goods or commodities from the company’s
websites. Along with this, there are 30% people who do prefer to buy products online and that is
based on the quality of products. These information helps to provide relevant about purchasing
approach of the customer, so that marketing manager design their strategies accordingly. From
the above, give table, it can be stated that mean is 1.74 and this determined that majority of
respondents have not made use of online purchases. Further, as per the mode shows that majority
of the individuals who make use of internet have purchased products online. In addition to this,
as per the standard deviation, it show that the response does not have much difference all they
given their answers in same direction.
Theme 3: If company will offer quality services or products to their customers then trust
can be built among all the service users.
All the customers were asked that what their opinion on the quality services of Coca-cola.
By offering some quality products to the people a trust can be built between the consumers and
organisations. So, people have their different views or ideas on the brand image and service of
the company. There are some customers who didn't prefer to buy services because of the trust

factor. Through social marketing strategies, a communication gap can be reduced between
customers and enterprise in an efficient manner. If this gap would not be reduced than objectives
of research objectives will not be fulfilled.
Table 3: Trust can be built by offering quality service or products
Q3
Mean 2.580317
Median 2.4
Mode 1
STDEV 1.514941
Interpretation: From the above graphical representation it has been analysed that 40%
people are strongly trust the company’s products and services. So, they highly recommend Coca-
cola in order to consume their services. 20% people are not strongly trust the products and
services of beverage industry as they just trust the firm. Along with this, 10% people have
neutral reaction on the trust factor of the enterprise. 20% customers are disagreeing with this
statement and along with this 10% end user are strongly disagree with the commodities of the
beverage industry. As per the above data it has been interpreted that most of the customer
strongly agree about the role of high quality product and customer satisfaction. With the help of
this information cited firm can focus on product quality which enhanced customer satisfaction
level and create trust among them.
Strongly agree Agree Neutral Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
8
4
2
4
2
Column B

In accordance with the above given analysis, from mead it shows that majority of individuals
agree that when organizations deliver their customers with high quality services, then it is
favourable enough to develop trust. Further, mode is 1 and this shows that majority of
respondents strongly believe that trust is developed when quality product is deliver online by the
organization.
Objective 2: To examine the brand image of Coca-cola in the market as compare to other
competitors.
Theme 4: Overall customers are satisfied with the products and services of the company.
A question is asked to the customers that how much they are satisfied and dissatisfied
with the services of the company. Along with this, they will be able to identify the customers are
preferring their products or not. Their satisfaction and dissatisfaction level can be identified in an
efficient manner. This reflect that how much an enterprise focuses on their marketing activities
so that their overall brand image can be improved at the marketplace. By adopting an appropriate
strategy, they will be able to attract number of service users towards their products. In this
manner, they can retain their users for long term and convert them from regular consumers into
brand loyal people.
Table 4: Overall customers are satisfied with the products and services of the company
Q4
Mean 2.772679
Median 2.6
Mode 1
STDEV 1.569756

Interpretation: From the above graphical representation it has interpreted that 30%
customers are highly satisfied with the services of Coca-cola as through this the researcher will
be able to gather the information about the people. 20% services users are their not strongly
satisfied as they are satisfied with the overall services of the company. Along with this, 10%
people are neither satisfied nor dissatisfied with the products and 25% are dissatisfied. 15%
consumers are highly dissatisfied with the services that they are getting from the beverage
industry. Further, there are more consumers who are highly satisfied with the products that are
offered by entity. According to the above mentioned data it has been interpreted that almost one
third respondents are satisfied with Caca Cola product which is a good symbol for the company.
now they want to concentrate on issue of dissatisfied customer and try to improve their
satisfaction level.
There are many firms that deliver their customers with similar products and services like
Coca-Cola. As per the findings made, it can be stated that mean which is 2.7, most of the
individuals are satisfied on an average. Further, mode is 1 and from this it can be stated that
majority of the respondents are satisfied from the products of cited firm. Lastly, the standard
deviation is 1.5, this shows that respondents have given their answers in one direction.
highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
0
1
2
3
4
5
6
7
6
4
2
5
3 Column B

Theme 5: Social media marketing strategies are more effective in improving the brand
image of the company.
When the beverage industry asked to their customers that social media marketing
strategies are more effective for an organisation or not. Through this, they get different reactions
of their service users. These marketing approaches are more effective as through this they will be
able to improve their overall brand awareness and brand image in the market. Along with this,
Coca-cola will be able to retain their service users and they will be able to know about the
benefits and features of the products and services.
Table 5: Social media marketing strategies are more effective in improving the brand
Q5
Mean 1.371127
Median 1
Mode 1
STDEV 0.707946
Interpretation: It has been analysed that there are 60% customers who says that social
media marketing strategies are more effective and through this knowledge of the services can be
increased. This will highly affect the brand image of the organisation. 25% consumers are not
agreed with this statement as they think that traditional approaches are more effective. 15% end
users have no views on this statement. As per the above given graph it has been interpreted that
large number of respondents agree on the role of appropriate social media strategies enhanced
brand image of the company in the market. Therefore, this is responsibility of marketing
manager is to design and develop suitable market plan and execute in an effective manner.
As per the above given table, it can be stated that on an average individuals think that
marketing strategy with the help of social media is high effective. As per the mode, it can be
stated that majority of respondent think that social media is an effective tool that is used by
organizations as marketing strategy.
Objective 3: To evaluate the impact of social media marketing strategies on the brand image of
organisation.
Theme 6: Customers are satisfied with the value of the products that are offered by coca-
cola.

When questions are asked to their customers about the value of the services than different
people give their different opinion. On the basis of their views or ideas, it can have identified that
service users are happy with the quality services of the beverage industry. In order to offer the
valuable and reliable services, the company have to focus on their operational management
system. Marketing manager of Coca-cola has to make some effective approaches so that they can
gain the attention of the people. There are many people such young people who are using social
networking sites so an enterprise can offer them some special deal or offers.
Table 6: Customers are satisfied with the value of the products that are offered
Q6
Mean 2.339671
Median 2
Mode 1
STDEV 1.510224
Excellent Above average Average Below average Poor
0
1
2
3
4
5
6
7
8
9
8
4
3 3
2
Column B
Interpretation: From the above graphical representation it has been analysed that 40%
people are highly satisfied with the services of beverage industry. As per those point of view, the
services that are offered by the company are more valuable as per the prices that are set by the
higher authority. 20% people says that the firm offer above average products as compare to other
competitors. On the other hand, 15% service users think that whatever services are offered by the

firm are average than other beverage industry. Along with this, 15% consumers are not satisfied
with the value of the services and they think that they are below average than others. Further,
10% customers says that poor quality services are offered by the company to their customers. .
According to the above information it has been interpreted that most of the customer are satisfied
the value of product of the cited firm. It shows product offered by Coca Cola are valuable for the
customer which is a good symbol for the company.
As per the mean, which is 2.3, it can be stated that on an average customers have selected
above average to be the satisfaction level of the products and services which are delivered by
Coca-Cola. Further, mode is 1 and this shows that respondents have selected excellent. In
addition to this, standard deviation is 1.5 and so it shows that the response given is in same
direction.
Theme 7: Target audience and global factors highly affect the social media marketing
strategies of Coca-Cola.
When the end users are asked about the factors that can influence the operations of
beverage industry then many of them replied that target audience and global factors can affect
their functioning. The marketing manager of Coco-cola have to focused on these challenges and
issues so that they can resolve them in an effective manner. Along with this, they have to provide
guideline to their all staff members so that their overall performance can be improved. Through
this, brand image of the enterprise can be improved in an effective manner so that they can retain
their brand loyal customers towards their services. When an enterprise offers their products
throughout the world than they have to take consider all the cultural factors which may affect
their operations.
Table 7: Target audience and global factors highly affect the social media marketing
Q7
Mean 2.218702
Median 2
Mode 1
STDEV 1.405696
Interpretation: Through graph it can interpreted that different people have their different
views on the social media marketing practices of an organisation. There are 45% people who
thinks that target audience is a main factor which can affect company’s overall strategies. The

beverage industry has to select an appropriate approach in order to fulfil the different needs of
the people. For this, they have to select audience who are using social networking sites. 15%
customers think that competitors are such a factor which can affect the overall performance of
the company. Some service users say that sometimes environmental factors can also affect the
strategies of an enterprise that they are implementing at the marketplace. 25% consumers say
that global factors can also influence the marketing strategies and 5% thinks that budget can
affect their activities. As per the above data it has been interpreted that target customer one of the
major factors and its influenced on developing marketing strategies. Therefore, marketing
manager is required to focused on target market and their attitude towards their product which
help in marketing plan of the company.
In accordance with the findings, it can be stated that the average selection is made for the
competition which is considered to be the most global factor that affects social media marketing.
As per the mode which is 1, it shows that target audience can be determined to be the major
factor as this response is selected by majority of respondents. Lastly, the standard deviation is 1.4
and so that answers are given in same direction.
Objective 4: To provide recommendations to the organisation so that they can improve their
brand image and social media marketing strategies
Theme 8: Social media marketing strategies can increase the brand image of the
organisation.
When Coca-cola asked to their customers that is social media marketing can enhance the
brand image of the organisation or not. Then, many people give their mixed decision over this
statement. On the basis of social networking sites such as Facebook, LinkedIn, Youtube and so
on. Through this, company can target their audience so that overall brand image, brand
recognition, awareness can be increased in the market. Through this, all people will be able to
know about the benefits and different features of the different products. So, in this manner
communication gap can be reduced between the service users and service providers. When the
image is get enhanced then due to this overall sales can be increased and that will lead towards
the success.
Table 8: Social media marketing strategies can increase the brand image
Q8

Mean 2.530475
Median 2
Mode 1
STDEV 1.474821
Strongly agree Agree Neutral Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
7
4
2
5
2
Column B
Interpretation: On the basis of this kind of graphical representation it can be concluded
that social media marketing affects the brand image of the company in a positive manner.
Through this, it can be analysed that how customers think about the company’s marketing
strategies or not. 35% people are strongly agreed with this statement that through these types of
practices the overall image of the firm can be improved. 20% people are only agreed and 10%
customers have neutral reaction on this statement. Some are disagreeing with this phrase that
social sites are beneficial in enhancing the brand image of the firm. Further, 10% service users
are strongly disagreed and they are not thinking that social strategies are helpful for coca-cola in
improving their image. In the above data almost half respondents are agreeing that use of social
media tactic having a large impact on brand image of the company. Therefore, the required to
invest more money in to marketing campaign.
As per the mean, it can be stated that respondents agree that individuals agree that brand
image is raised with the help of social media. Further, the mode shows that majority of the
respondents have selected strongly agreed that social media is helpful enough to raise brand
image.

Theme 9: The service users will recommend the products and services of Coca-Cola to their
friends and family on the basis of their experience.
The beverage industry asks for the views and experiences of their customers. On the basis
of these, they asked that how and to whom they will recommend their services and products.
Through word of mouth strategy, the overall sales of the company can be increased in the market
and due to this their overall performance can be improved. So in this manner, marketing manager
will be able to know about the views of their customers for goods and commodities. The overall
impact of the social media networking sites can be identified on the brand image of the company.
Table 9: Service users will recommend the products and services of Coca-cola
Q9
Mean 1.364015
Median 1
Mode 1
STDEV 0.711274
yes No Can't say
0
2
4
6
8
10
12
14
12
6
2
Column B
Interpretation: From the above mentioned graph it can analysed that there are some
people who will suggest the products to their friends and family. Along with this, there are some
customers who will not recommend the services to any other customers due to their bad
experience. 60% service users are there who will recommend the services and 30% people will

not recommend the products to others. Further, 10% consumers are not agreed with the statement
and they have some neutral reaction over the social media marketing strategies.
On an average, respondents will recommend the products of Coca-Cola to their friends
and family. Further, the mode is 1 and this shows that majority of respondents have selected yes.
Further, the standard deviation is too low and this shows that answers given by respondents are
in same direction.
Theme 10: There are some people who contacted to the customer’s service centre of Coca-
Cola.
Coca-Cola asked to their service users that how and why they contacted to the customer’s
services of Coca-Cola. For this, researcher got mixed decisions of the people that they are
satisfied or dissatisfied with the services of beverage industry. Some consumers contacted to the
service provider of the industry in order to ask some queries and how they will be able to resolve
their issues. Apart from this, there are some end users who are not satisfied with the answers that
they get from the service person. Organisation have to trained their employees so that they can
fulfil the overall demands of the customers in an effective manner. On the basis of the training
and development, staff members will be able to enhance their core competencies and due to this
they can give the satisfactory answer to the people.
Table 10: Some people who contacted to the customer’s service centre of Coca-Cola
Q10
Mean 1.158486
Median 1
Mode 1
STDEV 0.428977

Interpretation: Through the graphical representation it has been analysed that 75%
people contacted to the customer’s service department of the organisation. On the other hand,
there are 25% end users who never contacted to the service centre of the company. Further, it can
be analysed that customers are interested into the products of Coca-cola and in order to resolve
their queries they contact to the service providers. These information shows that the company
needs to improve sale service and solve their issue on priority basis which create an ideal image
in the market.
On an average, individuals have made use of the service centres of cited firm. Further,
mode is 1 and this shows that respondents have used service centres.
Theme 11: Needs and demands of the customers can affect their satisfaction and
dissatisfaction level.
When customers are asked for the reasons that are associated with the satisfaction and
dissatisfaction level. Company get to know about the various factors that may not fulfil the needs
and demands of the consumers. When the demand of service users are not matched with the
products and services than it may highly affect their expectations level. Coca-cola offer diet coke
to their service users so through this they will be able to maintain their health in an efficient
manner.
Interpretation: On the basis of the views and ideas of the people over this statement it
can be concluded that due to some factors the overall satisfaction level can be decreased of the

people. When satisfaction level is get decreased then company will not be able to retain their end
users.
4.3 Statistical analysis on the basis of regression
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
1 1 1 1 1 1 1 1 1 1 1
2 1 1 1 2 1 2 2 2 2 1
3 1 2 2 2 2 3 3 3 2 1
4 2 1 2 1 3 2 3 4 2 1
5 2 2 2 2 2 3 4 3 1 2
6 2 1 1 1 1 1 1 1 2 1
7 2 1 2 3 2 2 1 1 1 2
8 1 1 1 3 1 1 2 2 2 2
9 1 1 3 1 1 3 1 1 1 1
10 3 1 1 2 2 2 1 2 2 1
11 3 1 4 1 1 1 2 1 1 1
12 3 3 3 4 1 4 1 2 1 1
13 1 3 1 1 1 1 1 4 1 2
14 4 3 4 4 1 4 4 1 1 1
15 1 1 1 4 1 1 4 4 3 1
16 4 3 1 1 2 4 1 4 1 1
17 4 1 4 4 3 5 1 1 1 1
18 4 1 4 5 1 1 4 4 1 1
19 1 3 5 5 1 1 4 5 1 2
20 4 3 5 5 3 5 5 5 3 1
Mean 2.25 1.7 2.4 2.6 1.6 2.4 2.3 2.55 1.5 1.3
Median 2 1 2 2 1 2 2 2 1 1
Mode 1 1 1 1 1 1 1 1 1 1
STDEV 1.25 0.9 1.5 1.5 0.8 1.4 1.4 1.47 0.7 0.4
Regression Statistics
Multiple R 0.250531
R Square 0.062766
Adjusted R Square 0.010697
Standard Error 0.918428
Observations 20
ANOVA

df SS MS F
Significance
F
Regression 1 1.016807 1.016807 1.205446 0.286706
Residual 18 15.18319 0.843511
Total 19 16.2
Coefficients
Standard
Error t Stat P-value
Lower
95%
Upper
95%
Lower
95.0% Upper 95.0%
Intercept 1.284034 0.430946 2.979572 0.008034 0.37865 2.189417 0.37865 2.189416768
Q1 0.184874 0.168384 1.097928 0.286706
-
0.16889 0.538636
-
0.16889 0.538636421
PROBABILITY
OUTPUT
Percentile Q2
2.5 1
7.5 1
12.5 1
17.5 1
22.5 1
27.5 1
32.5 1
37.5 1
42.5 1
47.5 1
52.5 1
57.5 1
62.5 2
67.5 2
72.5 3
77.5 3
82.5 3
87.5 3
92.5 3
97.5 3
Interpretation: The regressions test used on two question which total time are being used
in social media networking sites and whether individuals have made purchases online. From the
regression statistics, it can be stated that there is very low rate of relationship between these two

questions which are taken. Further, the R square is 0.6% and this shows that when there is
changes in one variable, then other does not have much of the impact. However, when the time
duration increases, then purchases also increases through online. Further, the significance of
regression is low. More specifically, it is 0.28 and so it can be stated that any changers in one
variable will not have much of the difference in other one.
4.4 Discussion
As per the above analysis it can be interpreted that Coca-cola is using some of the social
media such as Facebook, Twitter, LinkedIn as their promotional strategies so that they can attract
number of people towards their services. Along with this, beverage industry put some blogs,
images and videos on their website so that number of people are get attracted towards their
services.
The brand image of coca-cola is good at the marketplace as they have 86 billion fans over
the social media marketing. These media impact the brand image of organisation in positive
manner as through this customer’s relationship is get improved, company can retain their
consumers, brand awareness can be increased among all the people. So, in this manner their
overall performance can be improved in successful manner.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
This chapter of the dissertation is focuses on the conclusion and recommendation of the
overall research. In this, the report can be summarised by getting the valid and reliable outcomes
so that overall impact of the social media on the brand image of the company can be identified.
This is the vital part of the study as through this researcher will be able to get the overall
overview of the study.
Conclusion
From the above carried out analysis it has been concluded that marketing is an essential
department of the organisation as through this their overall sales and profitability can be
increased. Now a days, companies are focusing on their modern marketing approaches so that
they can reach to the large number of people. There are some of the advantage that are associated
with these approaches. Social media marketing enhance the brand image of Coca-cola as through
this they can perform well and achieve the competitiveness in the market. There are some
concepts of the marketing functional area such selling, production and so on. Through this, an
enterprise can fulfil the demands of their customers as per their requirement.
The above sections explain the social media marketing strategies, brand image and
impact of these strategies on the performance of an organisation. Along with this, it explains that
Coca-cola is using these strategies so that they can gain attention of the people. Coca-cola uses
Facebook, Twitter, LinkedIn in order to attract number of people towards their services. The
aims and objectives of the research project are set in the introduction of the dissertation. On the
basis of this, all the questions are framed so that their overall performance can be improved.
In the literature review section of the research project, there are many authors who stated
that social media marketing is an important tool as through this communication gap can be
reduced between the customers and an enterprise. All the service users will be able to know
about the features and benefits of the products and commodities. In order to enhance the brand
loyalty among the public, the firm can place their advertisements on the Facebook, Twitter,
YouTube and so on. Many authors are identified that when a business organisation uses these

modern approaches then through this they can increase the number of fans on the social pages.
Nebenzahl and Jaffe (2013) says that on the basis of the online marketing approaches an
enterprise can retain their customers, relationship with the consumers can be build and product
marketing can be performed in an efficient manner. Apart from this, there are some
disadvantages of the social media marketing approaches such as misleading statements,
confidential data and public image can be affected due to some of the bad experiences of the end
users on the sites.
It is very important for the organisation to select an appropriate target audience for their
products and services as through this they will be able to attract them. Coca-cola select young
people as their targeted customers so in this manner they will be able to improve their brand
image in an efficient manner. These people are using social networking sites so in this manner
company can post some blog, images and videos on their site. On the basis of this, different
services users can choose a product as per their choice. When coca-cola use social media
network then their overall image is get improved and they offer their products throughout the
world.
The beverage industry take feedback from their customers in order to identify their
competitive position in the market. The researcher can use primary and secondary sources in
order to get the relevant and valuable data from their service users. Primary information can be
gathered from the questionnaire which includes some open ended and close ended. On the other
hand, some data can be gathered from the secondary sources such as books, journal, articles,
internet and research papers. When information is collected than through this they will be able to
identify that either social media networking sites affect the brand image of the company or not. If
these practices will affect in positive manner, then through this their objectives can be
accomplished in an efficient manner. On the contrary, if this will affect the strategies in a
negative manner then they will not be able to perform well in the market.
Some of the research methodology approaches are used by the beverage industry at their
workplace in order to conduct the research in an efficient manner. Descriptive design is used
with the inductive approach and interpretivism philosophy. Along with this, researcher has use
random sampling method in order to extract the sample from large number of population.
Questionnaire is prepared for the customers so that their views can be extracted in the form of
graphs and descriptive manner.

Data analysis is an another technique that is used by the researcher at their workplace so
that overall views can be identified of the customers. In order to interpret the data of the
information a researcher can use different tools and techniques such as graphical or descriptive.
From the overall findings, a positive image of the social media and brand image of the company
can be presented in an effective manner. On the basis of these, coca-cola will be able to sustain
their competitive advantage in the market than any other rival firm. There are some changes that
have to amended by the firm so that their overall growth and revenues can be improved in an
efficient manner.
So, it can be summarised that marketing functional area is a vital part of the organisation
as through this they will be able to enhance their sales by implementing the social media
marketing strategies. If an enterprise will not use any promotion and advertising strategies than
people will not be able to know about the different features and benefits of the products. Further,
by adopting the changes coca-cola will be able to achieve the competitiveness at the
marketplace.
As per the above mentioned study it has been concluded that the role of social media
marketing on Coca Cola Brand image is too significant. The report explained about the
determination of social media marketing strategies adopted by cited firm. Evaluation of brand
image in the market of Coca Cola as compare to their rival companies. This study also discussed
about the analyses of social media marketing and its influence on brand image which help in
provide competitive position in the market. in the end to provide significant recommendation
which helps to meet their long term goals and objectives in an effective manner.
Recommendations
Social media marketing are important practices that has to be followed by the
organisation in order to reduce the communication gap between service providers and service
users. There are some of the recommendations for the organisation and they have to adopt these
in order to perform well in the market. When an enterprise implements some marketing
strategies then they have to face some of the challenges and problems. On the basis of the
suggestions, an enterprise will be able to achieve effectiveness. Some of the recommendations
are related to the company performance and their goals. Firstly, coca-cola have to adopt some of
the effective strategies so that they can enhance their brand image and for they have to provide
training to their staff members. Through this, they can enhance their brand image in the market.

Here, in this the marketing manager has to play their role in identifying the wants of the different
people. These needs should be fulfilled in an efficient manner and an effective strategy should be
formulated. Through this, the overall satisfaction level among the people can be increased by
providing them service as per their requirement.
Secondly, organisation can give some online feedback form to their customers so that
dynamic needs of the customers can be identified. Through this, overall changes can be
implemented and evaluation of the particular research can be performed. Thirdly, organisations
have to conduct training and development at their workplace so that all staff members will be
able to enhance their core competencies and they will be able to offer quality and innovative
services to their customers. For this, manager has to identify the current competency level of the
workers and on the basis of that offer them training. Through this, an enterprise will be able to
improve their performance in the market and achieve competitiveness.
The beverage industry has to identify the number of likes and comments on their websites
in a continuous time period. Through this, an enterprise can track their own performance on the
social media than other rival firm. So, in this manner they can implement their strategies so that
their overall objectives can be accomplished. There are some factors such as environmental,
global, target audience that may affect the performance of an enterprise.
The company have to focus on their technological advancements so that they will be able
to offer quality and innovative services to their customers. When quality of the services is get
improved than they will be able to retain their workers at their workplace. Coca-cola can use
some other suggestions in order to enhance their social media and brand image. These are:
Company can conduct some of the activities in order to engage their customers into social
media networking. Through this, people get attracted towards the services of an enterprise.
The business organisation can offer quality services to their consumers in order to
enhance their brand image. When number of fans are get increased on the social networking sites
than the growth of Coca-cola can be improved.
This research is beneficial for future use as through this many companies will be able
identify the factors which may affect their social media marketing strategies and their brand
image.
Coca Cola is required to analyse and evaluate existing and current marketing campaign
which help to identify loopholes.

Marketing manager of the cited company can also consult with social media experts in
order to promote their products in the market.
They can also communicate with sales executives and distributors regarding social media
and try to integrate their overall marketing and promotional plan in an effective manner.
Coca Cola can increase their investment in to social media which helps to create an ideal
brand image in the market.
Marketing manager can consult with social media experts which help to create brand
awareness in the market.
They also required to integrated their marketing campaign which increase effectiveness
of marketing.
Marketing department make a separate committee which focused on social media and
public relation create image of the company in society.

REFLECTIVE STATEMENT
I am very glad to conduct a research on this topic as this report has proved an
enlightenment journey for me. While conducting the research on this topic, my knowledge on
this research has been increased and this will be beneficial for me in future as well. The current
study provides a valuable insight for the beverage industry and social media marketing strategies
are vital for an organisation. By focusing on the marketing strategies, overall sales and
profitability can be increased in the market. So, through this my knowledge area on the social
marketing strategies is get increased. I got to know about the overall investment that company
perform on these promotional and advertising activities. Along with this, how an enterprise can
manage their overall cost and profits in an efficient manner.
I have learnt about the different methods and approaches that are used by an enterprise in
order to conduct the survey. Through these, I get to know about the importance of the needs and
demands of the customers and how customers help the organisation in enhancing their brand
image. Brand image is an important factor of the firm and through this they will be able to retain
their customers in an efficient manner. For this public relations should be improved with the
different kinds of customers. Now, I am able to knew about the importance of image of an
organisation in the market. If image is good in the market overall operations can be performed in
an efficient manner.
The present research helps me enhancing my own skills and knowledge so due to this I
will be able to achieve my future goals. Through the dissertation, I can say that marketing is a
very complex area as they have to communicate with all the other departments so that their
overall performance can be improved. Along with this, these skills will be helpful for me in my
professional career. Now, I am able to know about the different techniques and methods by
reading many books, articles, journals, research papers. I read the previous studies and identify
the gap in the research so I tried to fulfil those gaps into my research. Further, through this I
learnt about the importance of social media marketing tools and practices for the business
organisation.

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Keller's Brand Equity Model. 2017. [Online]. Available through:
https://www.mindtools.com/pages/article/keller-brand-equity-model.htm>. [Accessed
on 24th April 2017].

APPENDICES
Questionnaire
Name:
Age:
Gender:
Q1. How long have you been using the social media networking sites?
Less than 1 month
1 to 6 months
6 to 12 months
1 to 2 years
Q2. Do you buy branded products online?
Yes, always
Never
quality is important
Rarely
Q3. Do you trust our brand?
Strongly Agree
Agree
Neutral
Disagree
Strongly disagree
Q4. Are you satisfied or dissatisfied with the services of Coca-cola?
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
Q5. Does social media strategies are effective in improving the brand image of company?
Yes
No

Don’t know
Q6. How would you like to rate the value of the products of Coca-cola?
Excellent
Above average
Average
Below average
Poor
Q7. Which of the following factors affect the social media networking strategies of the
organization?
Target audience
Competitors
Environmental factors
Global factors
Budget
Q8. Do you agree that social media marketing can enhance the brand image of the organisation?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Q9. On the basis of your experience will you recommend these products to your friends and
customers?
Yes
No
Can'tsay
Q10. Have you ever contacted to the customer services of Coca-cola?
Yes
No
Q11. What kinds of factors affect your satisfaction and dissatisfaction level?