The brand image management in social networks: the case of Coca-Cola

This research paper aims to know the way Coca-Cola manages its brand image in the social networks with the purpose of analyzing the main strategies followed by the corporation, and their relationship with new forms of consumption. A content analysis of the posts published on three official accounts of the brand, one in Instagram and two in Facebook, is undertaken from the 1st September 2018 to the 1st October 2018. It has been identified that most published posts can be grouped into a range of topics/subjects, whether they refer to brand products, musical events, or contests organized by the brand. A detailed analysis of the posts shows that when advertising a product, issues related to values or lifestyle are more important than functional attributes of the products. Regarding the interactions with the users, the posts show that Instagram is more successful than Facebook in terms of generating activity, and also display some tendencies such consumers' proactivity or the formation of brand communities.