International records / OpenAlex research

Influence of Global Marketing Dynamics on Viral Strategies of Coca-Cola Company in Nigeria

In an increasingly globalized and digitally connected world, multinational corporations face the challenge of tailoring global marketing strategies to resonate with local audiences. This study explores the influence of global marketing dynamics on viral strategies, focusing on Coca-Cola in Nigeria. The research specifically examines how digital media penetration and cultural content influence the effectiveness of Coca-Cola’s viral marketing efforts. Guided by Everett Rogers’ Diffusion of Innovations Theory (1962), the study adopted a qualitative research design, relying on secondary data sourc…