THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS - A STUDY OF COCA-COLA COMPANY IKEJA PLANT
Abstract
In today’s digitally driven world, social media has become more than just a tool for connection—it is a powerful force reshaping how businesses interact with their audiences. This study explores the impact of social media marketing on brand awareness, with a focused case study on the Coca-Cola Company’s Ikeja plant in Lagos, Nigeria. As platforms like Instagram, Facebook, and Twitter (now X) grow in popularity, companies face both opportunities and challenges in reaching and engaging their consumers.
Through a combination of theoretical insights, empirical data, and real-world observations, this research investigates how social media marketing influences not only consumer awareness but also employee productivity and the broader organizational goals. A carefully designed survey gathered opinions from 200 staff and consumers, and data were analyzed using both descriptive and inferential statistics
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