Exploring The Role of Social Media Branding on Organisational Performance: The Case Study of Coca-Cola, Plc.

Abstract

This study explored the role of social media branding on organisational performance: the case study of Coca-Cola. The success of a product's social media branding and customer reviews determines the organisation's reputation and the level of consumer engagement. Therefore, three primary objectives served as the foundation for and provided the groundwork for the questions postulated for this study. This study utilised an adaptation of Aaker's brand equity model. Information for this study came from secondary sources, and a qualitative method that was based on interpretivism principles was used. The research was conducted using an inductive approach based on an exploratory and case study research design. In order to gather information, the research looked at Coca-Cola's website, as well as their Facebook, Twitter, Instagram, and YouTube pages. According to the results, customers' purchase intentions are greatly affected by an organisation's social media branding. Furthermore, the study's findings highlighted the role of strong social media branding in promoting the brand's reputation. Additionally, it was found that social media branding significantly impact consumer loyalty. Based on the study findings, it is recommended that Coca-Cola should look for partnerships with social media influencers who truly embody Coca-Cola brand values.