Abstract:
The following research study addresses the power of the hashtag on social media platforms. This study is a comparative research study between two powerful brands, namely Coca-Cola and Apple Inc and their particular marketing strategies. This study gains insights into whether or not social media and the use of the trending hashtag tool has a significant and direct link to the success of the brands campaign, or whether it merely serves as a tool to enhance the effectiveness. I will be arguing the point of the hashtag serving to have a direct and significant connection however this research study could reveal otherwise. The sample size included 40 participants, female and male, that reside in the Western Cape. There has been no age restriction placed on the study, aside from participants needing to be 16 years or older. The data collection method used was in the form of a survey and the data collected was recorded and reflected in the form of narrative and graphical data. The study highlights the contrasting opinions of the hashtag from previous literature and its importance and use for a brand, analysing both the positives and negatives of the hashtag tool. The research then explores the Coca-Cola brand and its #ShareaCoke campaign and their success in this campaign by using their hashtag. It further explores Coca-Cola’s approach to marketing and whether this approach is more beneficial to a brand than that of Apples marketing approach. The study then looks at the Apple brand and their alternative approach to achieving their success without the use of a hashtag. The research study concludes by suggesting which social media platform are the most effective for brands to use, which approaches are most valuable, and whether or not the hashtag directly results in a brands success or serves a different purpose.
