COCA COLA SOCIAL MEDIA MARKETING AND BRAND IMAGE AMONG UNDERGRADUATES OF LEAD CITY UNIVERSITY, IBADAN

Many businesses use social media marketing to promote their products and engage with customers by creating posts, running campaigns, and fostering online interactions to build a strong brand. However, it is not always clear whether these efforts effectively shape how people perceive and feel about a brand. This study investigated the impact of Coca-Cola’s social media marketing on brand image among undergraduates of Lead City University. The study was guided by the Technological Determinism Theory. A descriptive survey research design was adopted, and 384 respondents were randomly selected as the sample. Data were collected using a self-structured questionnaire and analyzed using descriptive statistics. Findings revealed that 35.4% of respondents strongly agreed that Coca-Cola uses catchy slogans in its social media posts. Regarding influencer marketing, the majority of respondents (34.0%) found the Coca-Cola logo and font style appealing. Additionally, 36.8% of respondents indicated that Coca-Cola posts frequently appear on their social media feeds. Based on these findings, the study recommends that organizations invest in creative and engaging social media content to effectively capture and sustain audience interest.