IIESpace Repository

An investigation into how the Instagram strategies of Naked Coffee generate consumer loyalty within the South African coffee market.

Show simple item record

dc.contributor.author Botes, Christina Ingrid
dc.date.accessioned 2020-04-26T22:01:36Z
dc.date.available 2020-04-26T22:01:36Z
dc.date.issued 2019
dc.identifier.uri http://iiespace.iie.ac.za:80/handle/123456789/344
dc.description.abstract The aim of this research study was to investigate and provide insight into which Instagram strategies are most effective in generating consumer loyalty for the Naked Coffee brand. Although there are a considerable amount of studies relating to consumer loyalty, very little exists when it comes to building consumer loyalty through the use of social networks. In order to obtain the correct data, content analysis was made use of in uncovering past literature and subject’s which focused on topics such as brand loyalty and social media. Then, a semi – structured informal interview was organised with the digital marketing agency behind Naked Coffee to determine what media strategies they implement to build consumer loyalty. This study is believed to be helpful to brand managers within the South African coffee market, in terms of understanding what media strategies can be implemented to ensure that consumer loyalty is achieved. Also, to develop media strategies which can assist a brand in differentiating itself amongst the clutter. From this research, the media strategies in which Naked Coffee use were discovered, which in turn created more clarity around how their brand generates consumer loyalty on their Instagram page. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Brand en_US
dc.subject Consumer loyalty en_US
dc.subject Social media en_US
dc.subject Social networks en_US
dc.subject Instagram en_US
dc.subject Brand loyalty en_US
dc.subject Digital marketing en_US
dc.subject Media strategy en_US
dc.subject Brand differentiation en_US
dc.title An investigation into how the Instagram strategies of Naked Coffee generate consumer loyalty within the South African coffee market. en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


Browse

My Account