Abstract:
The present study was aimed at evaluating the marketing and branding strategies of Pepsi Co.
Pakistan by using social media advertising. The impact of social media network marketing in
consumers brand loyalty and associations was assessed with the help of primary and secondary
data collection and analysis. The importance of social media in promoting services and products
was reviewed with the help of literature and company’s social media campaigns. The research
methodology selected was positivism and based on descriptive framework. Sample of 100 social
media users’ were selected as a sample for online survey based on close ended questionnaire.
Also, interviews if five managers of Pepsi Pakistan were also conducted through telephone. The
major findings of the research included the increased awareness of social media advertising of
Pepsi and the positive brand image of the company. The traditional advertising alone cannot
[produce the desired results for the company as the targeted youth is mostly present on social
networks. Therefore, company needs to involve more employees and consumers in more
attractive and interactive social media campaigns. The major limitations of the company were
limited sample size and limited resources to collect and analyse data. Future research with large
sample size and more general scope can broaden the findings of this research.
