Background of the Study
Social media influencers play a pivotal role in brand advocacy by leveraging their reach and credibility to promote products or services to their followers. Their ability to create authentic connections with audiences has made them an integral part of modern marketing strategies (Kotler & Keller, 2023).
Coca-Cola Nigeria, a global beverage giant, actively collaborates with social media influencers to enhance brand visibility and foster loyalty. In Bauchi State, where social media usage is on the rise, influencer marketing has become a vital tool for connecting with younger demographics and driving brand advocacy (Oluwaseyi & Musa, 2024).
This study explores the role of social media influencers in brand advocacy for Coca-Cola Nigeria in Bauchi State.
Statement of the Problem
Although social media influencers can enhance brand advocacy, challenges such as credibility concerns, influencer misalignment, and measuring return on investment (ROI) often limit their effectiveness. In Bauchi State, Coca-Cola faces the task of ensuring that influencer collaborations resonate with local audiences and contribute to brand loyalty (Adamu & Ibrahim, 2023).
This study examines the role of social media influencers in Coca-Cola’s brand advocacy efforts, identifying challenges and proposing strategies for improvement.
Objectives of the Study
Research Questions
Research Hypotheses
Scope and Limitations of the Study
This study focuses on the role of social media influencers in brand advocacy for Coca-Cola Nigeria in Bauchi State. Limitations include access to influencer performance data, subjective audience perceptions, and external factors such as social media algorithms.
Definitions of Terms
Audience Engagement: The level of interaction and involvement of an audience with online content.
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