Potentials of Social Media Engagement for Influencing Purchase Decision: A Study of Coca-Cola’s “Taste the Feeling” Campaign
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Abstract
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This study examines how brands explore the potentials of social media engagement with the aim to
influence consumers’ purchase decision. Advertising in the 21st century has become highly sophisticated.
Information Communication Technologies (ICT) and mobile marketing have created seemingly unlimited
opportunities for brands to reach customers and prospects with product information. Advertising and
marketing messages are constantly delivered on mobile devices and people can be reached anywhere and
at any time. The vast potentials of the Internet have, unfortunately, allowed brands to multiply the amount
of messages targeting the consumers. Consequently, consumers tend to screen their exposure to
promotional messages and ignore as much as possible unsolicited messages. There is a major need for
brands to begin to engage the consumers and give them the opportunity of voluntarily participating in the
conversation about a brand. This research, therefore, examines Coca-Cola’s “Taste the Feeling” campaign.
A survey was carried out among 357 students from six departments randomly selected from the three
colleges in the Bells University of Technology. The respondents were purposively selected based on their
participation in the campaign. The result reveals that there was a correlation between respondents’ interest
in the “Taste the Feeling” campaign due to social media engagement and their purchase of the Coca-Cola
product.
Keywords
H Social Sciences (General), HE Transportation and Communications