University Links: Home Page | Site Map
Covenant University Repository

Potentials of Social Media Engagement for Influencing Purchase Decision: A Study of Coca-Cola’s “Taste the Feeling” Campaign

Amodu, L. O. and Archibong, Bright and Aririguzoh, Stella A. and Odiboh, Oscar Potentials of Social Media Engagement for Influencing Purchase Decision: A Study of Coca-Cola’s “Taste the Feeling” Campaign. In: Vision 2020: Sustainable Economic Development and Application of Innovation Management, 2020, Online.

Full text not available from this repository.


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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: social media, online, engagement, campaign
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 23 Jun 2021 10:40
Last Modified: 23 Jun 2021 10:40

Actions (login required)

View Item View Item