Abstract
The aim of the research is to identify best practices in working with social media by analyzing the e-marketing communications of a soft drink company and its direct competitors. For this purpose, the social media accounts of 3 selected soft drink manufacturing companies using their own social media accounts between February and March 2023 are monitored and analyzed. The social media networks monitored include Twitter, Instagram, Facebook, and YouTube. Businesses promote their new or existing products on their social networks on an almost daily basis and often use celebrities for this promotion. By using celebrities, they gain more engagement from social media users in the form of likes, comments, views, and new followers.
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