Literature Review
The influence of social media on buying behaviour can be on any products. Quality, brand advertising or price could affect consumer decision-making. In 2003, Western Kentucky University used a sample of 249 consumers ' purchases to analyze the type of product purchased, and the cost of item. The results of this research present that consumers are buying either expensive or inexpensive items, which are so based on recommendations from social media by their social media friends and contacts (Vespoli and Forbes, 2013). Marketers could consider that buying behaviour of customer is being affected by social media. As per the recommendations on purchases visible, 59% of all respondents were using Facebook as their social media tool when they received a product recommendation. Twitter with thirty seven percent using people. By such kind of results, social media has influenced their buying behaviour. The relationship between social media and consumer decision-making present that social media affects brand, advertising and intentions of purchasing by consumer. It will not necessarily affect consumer’s decision-making, but might affect somehow indirectly somewhere in mind (Taining, 2012).Social media can build brand attitudes that
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Since 1886, the company has had more than 46 advertising slogans with numerous marketing campaigns to go along with them.18 Campaigns have focused from sales of the product, moments in life in which Coke is present and quality of the product. The currently used tag line, “Open Happiness,” focuses on defining to find where happiness is. Expedition 206 set out on a journey to find out what makes people happy across the world. Since 1931, Santa Claus by coca cola has visited families every holiday season. He was joined by the Polar Bear in 1996 and the dynamic duo is synonymous with commercials around the winter holidays. Other marketing campaigns include a “Coca-Cola Day” celebration at the 2010 FIFA World Cup, Sprite introduced as Step - Off named campaign, Fanta organised as “Less_Serious”. Attracting and Entertaining Teens through Music and The Heart Truth Campaign.19 Coca-Cola has hit the ground running in terms of social media marketing campaigns. We can see how Coca-Cola is able to remain at the top of the list when it comes to digital marketing. These individuals voluntarily seek out Coca-Cola on various platforms and have become brand ambassadors for the company on a global scale. Currently the homepage has ‘buttons’ that link viewers to Coca-Cola’s profiles on social networking sites such as Flickr, Facebook,
Coca Cola: Share a Coke and Happiness 1. Introduction: Coca Cola Share a Coke This Summer Has anyone ever told you you can’t buy happiness?
It is created as a response to a current situation in the United States regarding multiculturalism. The commercial is meant to be viewed by people from ages 18+ and that are any type gender, any religion, and race or from any culture. This is known because the commercial shows a multi-lingual version of the song “America the Beautiful” sang in eight different languages in order to express a strong message of the presence of diversity in America. It provides footage of different people living their everyday life in America in different cultures. With this, Coca Cola emphasizes the diversity of this country and that everyone is welcome and has the right to be
However when Dr.Pepper was making money along the way, it came to a new drink that most people in the U.S first started to drink, which was Coca Cola. That gotten thousands thousands of people going into the market, and getting 2 packs of Coca Cola before everyone gets them all. Right when Coca Cola was on top of the chart it even had it own Commercial. That had one Polar Bear that was looking at the ocean, until he saw five Penguins that was dancing with the music that was playing in the background. When a Polar Bear slide onto the snow, and knock over two Penguins they all looked mad, after when one small baby Penguin came and gave the Polar Bear a bottle of Coca Cola their family came and everybody was dancing.
People are attracted to friendships. If someone is alone or not accompanied by another person, then they feel awkward and out of place. Everybody has the need for accompaniment and friendship. It is naturally how people are and are meant to feel. It is an instinct.
That is a monumental number considering there are so many soft drink and beverage choices to select from. Also it is proven that Coke’s market share is seventeen percent higher than the next two competitors. As viewers watch the commercial they conclude that Coke is the number one selling beverage and should be the first choice of beverage. This “must have” mentality ensures that the product is looked at as the prime candidate for consumption because they provide a great taste at a low cost. Coca-Cola also uses kairos to their advantage by airing their advertisement at a great time.
It seems to make an effort in portraying the product as something that should be shared with family and friends because of its consistent and great taste expected to bring joy to whoever drinks it. However many tests throughout the years have suggested how unhealthy he soft drink is for people, with the massive amounts of chemicals and sugar. Shockingly Coke has even been used as a cleaning product for homes and cars. The question here is whether the public should actually be sharing this product with their families and friends for fear of what it is doing to their health. Although the brand prides itself on having an unchanged logo and product it will have to concentrate more on the other products that have been released by the brand such as DietCoke and CokeZero.
Essay 3 Prompt: How has social media impacted American culture? Thesis statement: Social media has become a common staple and main way of communication in American culture and this impact has affected not only adults, but children of all ages. Outline: Introduction: Examining the way in which the use of social media has influenced and thus impacted American culture.
However, it’s not like Coca-Cola needs to sell more drinks. Why should they bother advertising at all, when people would undoubtedly buy their products regardless? Well, the drink - and, consequently, the brand - has been around since 1886. Companies don’t survive that long without both quality products and consistent, effective advertising. This ad is just one of the hundreds, if not thousands of Coca-Cola advertisements that wants people to associate Coca-Cola with love, happiness, and family.
This however, might give less credibility to the information given. The medium that provides the information influences the level of credibility. A study was conducted and it shows that if “more users of the social media produce the same views in the form of blogs, posts, scraps, reviews, comments etc., about a product it makes product related information credible,” Mir, I., & Zaheer, A. (2012). This goes hand in hand with the social impact theory (Latane, 1981), which proposes the influence on an individual’s behavior towards a piece of information say if there is an increase of people in a group on social media. This journal showed good points about the reinforcement of messages on social media can result to youths believing in them.
The different versions of coke include diet coke, coca-cola cherry, coca-cola zero, coca-cola vanilla etc. The coca-cola company is the world’s largest beverage company. Mc Donald’s Global Branding Strategies • The Core Message Mc Donald’s have always been successful in adapting its message and its menus. The slogan “I’m lovin’ it” is used globally, but it is paired with different scenes and cultures accordingly.
Each year numerous amount of people become a social media user. The eMarketer website estimated that by 2019 “there will be around 2.77 billion social media users around the globe, up from 2.46 billion in 2017” (1). A great deal of those users utilizes social media to communicate their opinion to other users; as a matter of fact, these users might change their perspective a certain person might have on a topic. Social media is a marketing tool, therefore people utilize those social media platforms to pursue, and even manipulate the public to think in a certain way; hence, why social media can influence the public opinion.
Pop culture, short for popular culture, is the entirety of ideas, perspectives, attitudes, images, and other phenomena that are within the mainstream of a given culture (Wilson, 2014). It refers to products that are generally recognized and enjoyed by the majority of the people ((Wilson, 2014). Pop culture is manifested around the world through movies, music, television shows, newspapers, satellite broadcasts, food and clothing, sports, news (as in people/places in news), politics, and technology (West, 2016). Internet and social media also play a huge role in pop culture. Pop culture is almost often, if not always, interesting and appealing to most people.
CHAPTER 1: INTRODUCTION 1.1 Background Over the past fifteen years, social media has advanced definitely both by they way we use it and how noticeable it is inside of our social culture. This advancement of social media has spilled over and impacted most businesses. Social media has taken the sports business to another level with regards to sports marketing and advertising, and brand sponsorships with different online networking channels like Twitter and Facebook. From the pros to the minors nearly every sports club, association, league and team has an official social media account on Facebook, Twitter, and Instagram.
This aims at developing a deeper consumer desire for the brand, thus giving people more reason to purchase Coke- Cola products instead of competing brands. This is the essence of differentiation. Coca-Cola having an 'action orientation', instead of waiting for change to happen it is at the leading edge, driving action forward. This product differentiation strategy has created global value, brand loyalty, non-price competitor as well as no perceived
In addition, people can promote their small businesses by social media. According to Collier, 82% of small businesses promote their products by social media (2016). Furthermore, the advertising on social media is more effective because there are more details of the products; Therefore customers are aware about brand and can become loyal to the products. For instance, 81% customers are aware about brand by social networking sites (Smith 2017). Overall, because of social media, many users have become aware about new products as a result, increases sales and business