The role of social media marketing campaigns for the soft beverages leaders
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Keywords
Marketing campaigns ; Digital marketing ; Coca Cola marketing strategy ; Pepsico marketing strategyAbstract
The thesis takes the form of a case study that aims to elaborate on how social media marketing campaigns impact customer engagement and business success for major soft drink companies like Coca-Cola and PepsiCo. In a world where technology defines the era we live in, social media have now permeated people's lives both in terms of communication and interaction, as well as in how people themselves operate within this community. The goal of this research work is to examine the role and effectiveness of social media campaigns in enhancing brand image, engaging the consumer with it, and of course, in the overall performance of companies.