International records / OpenAlex research

Digital Transformation and Brand Engagement in Developing Economies: A Critical Analysis of Coca-Cola’s Online Platform Strategies for Enhancing Customer Engagement in Nigeria

This study examines the impact of digital transformation on brand engagement in developing economies, using Coca-Cola’s online platform strategy in Nigeria as a case study. The research focuses on three key dimensions of digital transformation: social media and digital communication, digital technology adoption, and digital customer experience, and how these influence consumer engagement in a digitally evolving marketplace. A quantitative survey design was adopted, and data was collected from 380 respondents through structured questionnaires distributed across urban centers in Nigeria. The dat…