ABSTRACT

The aim of this study was to determine the extent to which the “Share a Coke” campaign influenced university students’ patronage of Coca-Cola in Akwa Ibom State. The scope of this study was delimited to the students of the four universities in Akwa Ibom State namely; The University of Uyo, Akwa Ibom State University, Obong University and Ritman University. The survey research method was adopted for the study and the questionnaire was the instrument for data collection. A sample size of 400 was chosen for this study, out of which 384 were used for data analyses. Data were analysed using descriptive statistics while the hypotheses raised in this study were tested using the Chi-Square. The findings from this study show that respondents’ awareness level of the “Share a Coke” campaign was high at 69%.  One of the findings also revealed that more than half of the respondents (51.6%) did not find their names on Coke bottles and cans. Based on this, the researcher recommends that the Coca-Cola company needs to make a serious and conscious effort to work with local experts on what names are necessary to accurately represent a region, in case of subsequent campaign of this nature.