TRANSFORMATIONS OF TRADITIONAL MARKETING INTO THE PARADIGMS OF SOCIAL MEDIA MARKETING : A CASE STUDY ON COCA-COLA

Abstract

Social media has created unprecedented level of transparency between a company and its consumers. Companies are constantly looking for ways to enhance their product offerings and finding key incentive points for customers. Likewise, consumers are constantly providing valuable feedback and looking for the best deals for products and services. This increasing adoption of social media has made it common for companies to consider social media a primary method of interacting with their target audience. The emphasis of this study will be on comparing social media with traditional forms of marketing to understand not only what social media is but also how to better utilize this digital form of marketing. This study will try to relate social media with different forms of traditional media to better understand what interactions and content will be most beneficial for marketing products and services of a company. This study uses qualitative case study approach on Coca Cola, one of the world’s leading Beverage Company. Data is collected from varied sources such as scholarly publications, web articles and company’s official website.