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has been cited by the following article:

• TITLE: Social Media Influence on Millennials Purchase Behaviour of Coca-Cola and Pepsi Carbonated Soft Drink

  AUTHORS: Tolulope Ajibade, Donia Waseem

  KEYWORDS: Social Media Marketing, Consumer Behavior Analysis, Millennials, Brand Competition, Coca-Cola, Pepsi, Purchase Behavior

  JOURNAL NAME: Open Journal of Business and Management, Vol.12 No.4, June 12, 2024

  ABSTRACT: The influence of social media on millennials soft drink purchase behaviour in Nigeria is evaluated in the paper. The article focuses on the competition on social media, visual content type used by brand on social media, and coupon offered by brand on social media as they affect young people’s purchase behaviour for Coca-cola and Pepsi with both Media theory with AIDA Model. 150 young, non-PhD first year Nigeria international students at the University of Huddersfield were easily picked and given a standardised questionnaire to collect data. We used quantitative analysis to analyse the data. The quantitative data was examined using multiple regressions with the assistance of SPSS Version 24. According to the results, two predictor variables—competition on social media and coupon offered on social media appears to be positively and substantially influencing millennials purchase behaviour with regard to the three constructs. A third construct of visual content type on social media had a little but beneficial impact on millennials people’s purchase decisions. The research suggests that Coca-cola and Pepsi company could make successful use of social media platforms by adopting or setting up social media competition for consumers that is more distinctive, clear and aligns with the brand image. Additionally, Coca-cola and Pepsi should utilize the coupon form of promotion for each product types on social media as a way to both attract and keep current customers.