Digital Transformation and Brand Engagement in Developing Economies: A Critical Analysis of Coca-Cola’s Online Platform Strategies for Enhancing Customer Engagement in Nigeria

This study examines the impact of digital transformation on brand engagement in developing economies, using Coca-Cola’s online platform strategy in Nigeria as a case study. The research focuses on three key dimensions of digital transformation: social media and digital communication, digital technology adoption, and digital customer experience, and how these influence consumer engagement in a digitally evolving marketplace. A quantitative survey design was adopted, and data was collected from 380 respondents through structured questionnaires distributed across urban centers in Nigeria. The data were analyzed using SPSS, employing descriptive statistics, reliability tests, correlation, and multiple regression analysis. Findings reveal that all three dimensions of digital transformation significantly and positively influence consumer engagement, with digital customer experience having the strongest effect. The study concludes that digital platforms are vital tools for brand-consumer interaction and loyalty development in developing economies. Coca-Cola’s strategic use of social media, technology-driven services, and customer-centric digital experiences has enhanced its consumer engagement in Nigeria. The study recommends that brands in emerging markets invest more in personalized digital experiences, adopt scalable technologies, and leverage social media for effective brand communication. This research contributes to the growing literature on digital marketing and consumer behaviour in emerging economies, providing practical insights for multinationals and local businesses seeking to strengthen customer engagement through digital transformation.