An Assessment of the Role of Social Media Influencers in Brand Advocacy: A Study of Coca-Cola Nigeria in Bauchi State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
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
- To assess the role of social media influencers in Coca-Cola’s brand advocacy in Bauchi State.
- To identify challenges affecting the effectiveness of influencer marketing at Coca-Cola Nigeria.
- To propose strategies for optimizing influencer marketing practices to enhance brand advocacy.
Research Questions
- What role do social media influencers play in Coca-Cola’s brand advocacy in Bauchi State?
- What challenges affect the effectiveness of influencer marketing at Coca-Cola Nigeria?
- What strategies can enhance the effectiveness of influencer marketing at Coca-Cola Nigeria?
Research Hypotheses
- Social media influencers do not significantly impact brand advocacy for Coca-Cola in Bauchi State.
- Influencer credibility significantly influences the effectiveness of brand advocacy efforts.
- Audience engagement does not significantly mediate the relationship between influencer marketing and brand advocacy.
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
- Social Media Influencers: Individuals with significant followings on social media platforms who promote products or services.
- Brand Advocacy: Actions taken by customers or collaborators to promote and support a brand.
Audience Engagement: The level of interaction and involvement of an audience with online content.
Related Project Materials
An Evaluation of the Role of Public Transport Systems in Enhancing Economic Productivity in Nigeria
Background of the Study
Public transport systems are integral to urban and regional economies, as they fa...
An investigation into the role of libraries in empowering women through information access in Jalingo Local Government Area, Taraba State
Background of the study
Information access is a fundamental driver of women’s empowerment, enabling informed decision...
THE IMPACT OF BUDGETING ON ORGANIZATIONAL SUSTAINABILITY
THE IMPACT OF BUDGETING ON ORGANIZATIONAL SUSTAINABILITY
The objectives of this research are to: (1) analyze the impact of budgeting on o...
A COMPARATIVE SURVEY ON THE PERFORMANCE OF GOVERNMENT-OWNED AND PRIVATE-OWNED BROADCASTING MEDIA FIRMS IN NIGERIA
The Effect of Internal Auditing on Financial Performance in Shinkafi LGA
Background of the Study
Internal auditing plays a critical role in ensuring the financial...
An assessment of informal education’s role in preventing teenage pregnancy among female students in Gbajigbo Local Government Area, Nasarawa State
Background of the Study
The prevalence of teenage pregnancy among female students poses significant social and educational...
CAUSES OF FAILURE IN SHORTHAND ON SECRETARIAL STUDIES STUDENTS
BACKGROUND OF STUDY
Prior to the emergence of industrial revolution, man’s choice of occupation w...
An Evaluation of the Impact of Deforestation on Malaria Transmission in Bauchi State
Background of the Study
Deforestation is a major environmental concern that has profound effects on ecosy...
An evaluation of e-procurement adoption in the manufacturing sector: A case study of Nigerian Bottling Company in Yobe State
Background of the Study
E-procurement refers to the use of electronic systems and tools to conduct purchasing and procur...
ROLE OF FINANCIAL STATEMENT IN INVESTMENT DECISION MAKING
ABSTRACT
Corporate organizations owe a duty to fully disclose matters concerning their operations so as to aid investors in making invest...
