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

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.