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 sourced from scholarly articles, institutional reports, industry publications, and case analyses. The findings indicate that both digital media penetration and the incorporation of culturally relevant content play a crucial role in enhancing consumer engagement and the viral spread of marketing campaigns. The study concludes that Coca-Cola’s ability to align its global marketing strategies with local digital behaviours and cultural contexts significantly contributes to its campaign success in Nigeria. It recommends that multinational brands invest in culturally adaptive messaging and leverage popular digital platforms to optimize viral marketing outcomes.
Etuk et al. (Fri,) studied this question.
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