THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING FOR INCREASING THE CONSUMERS’ BRANDS AWARENESS AND/OR BRAND LOYALTY (CASE STUDY OF PEPSI CO. PAKISTAN)

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.