How Coca-Cola Uses Social Media to Promote Corporate Social Initiatives

What is the most effective way for companies to implement corporate social marketing (CSM)? In the Social Marketing Quarterly article "Examining Public Response to Corporate Social Initiative Types: A Quantitative Content Analysis of Coca-Cola's Social Media," authors Lucinda L. Austin and Barbara Miller Gaither suggest that the effectiveness depends upon the the corporate social initiative (CSI) type and … Continue reading How Coca-Cola Uses Social Media to Promote Corporate Social Initiatives