Introduction
Social media has revolutionised the way businesses interact with consumers, shaping purchasing decisions, brand perceptions, and customer engagement on an unprecedented scale. Platforms such as Facebook, Instagram, Twitter, and TikTok have become integral to marketing strategies, offering companies innovative avenues to connect with diverse audiences. This essay provides a comprehensive background to the study of social media’s impact on consumer behaviour, with a specific focus on Schweppes Zimbabwe Limited, a key player in the beverage industry. By exploring this topic on global, regional (Southern Africa), and local (Zimbabwean) scales, the essay aims to contextualise the broader trends in digital marketing, identify region-specific dynamics, and highlight how these forces manifest within Zimbabwe’s socio-economic environment. The discussion will examine the evolving role of social media in marketing, its influence on consumer decision-making, and the unique challenges and opportunities faced by Schweppes Zimbabwe Limited in leveraging these platforms. Ultimately, this background sets the foundation for understanding the critical intersection of social media and consumer behaviour in a specific corporate and geographic context.
The Global Perspective: Social Media as a Driver of Consumer Behaviour
Globally, social media has transformed the marketing landscape by creating direct, interactive channels between brands and consumers. According to Statista (2023), over 4.9 billion people worldwide use social media, representing approximately 60% of the global population. This vast connectivity enables companies to target audiences with precision, using data analytics to tailor content based on user preferences, demographics, and online behaviour. Social media influences consumer behaviour at multiple stages of the purchase funnel, from awareness and consideration to decision-making and post-purchase engagement (Kaplan and Haenlein, 2010). For instance, influencer marketing—an increasingly dominant strategy—leverages trusted online personalities to shape consumer trust and brand loyalty.
Moreover, social media fosters user-generated content (UGC), such as reviews and testimonials, which significantly impacts purchasing decisions. Research by Nielsen (2015) indicates that 92% of consumers trust recommendations from peers over traditional advertising. However, global challenges persist, including issues of misinformation, privacy concerns, and algorithmic biases that can distort consumer perceptions. For multinational brands like Schweppes, which operates under the Coca-Cola Company umbrella, navigating these global trends requires balancing universal marketing strategies with culturally sensitive approaches. While the global rise of social media offers immense opportunities, it also demands vigilance in managing brand reputation across diverse markets.
The Regional Perspective: Social Media Trends in Southern Africa
Shifting to a regional lens, Southern Africa presents a unique context for social media’s impact on consumer behaviour. The region, encompassing countries like South Africa, Zimbabwe, Botswana, and Namibia, has witnessed rapid growth in internet penetration and smartphone usage. According to a report by DataReportal (2023), South Africa alone boasts over 25 million social media users, while smaller markets like Zimbabwe are also experiencing significant digital adoption, albeit at a slower pace due to infrastructural constraints. Social media platforms like WhatsApp and Facebook dominate the region, often serving as primary communication and information-sharing tools due to their accessibility and low data costs.
In Southern Africa, social media influences consumer behaviour by bridging informational gaps in markets where traditional media may be less pervasive. For instance, brands often use these platforms to educate consumers about products, run promotions, and engage with local communities. However, regional disparities in digital literacy and economic conditions mean that social media’s impact varies widely. In wealthier nations like South Africa, consumers may engage with sophisticated digital campaigns, whereas in less developed markets, basic access and affordability remain barriers. For Schweppes Zimbabwe Limited, operating within this regional dynamic necessitates understanding both the opportunities presented by growing digital engagement and the limitations posed by unequal access to technology.
The Local Perspective: Social Media in Zimbabwe and Schweppes Zimbabwe Limited
Locally, Zimbabwe’s social media landscape is shaped by its unique socio-economic and political environment. DataReportal (2023) notes that approximately 1.7 million Zimbabweans are active on social media, a relatively modest figure compared to the country’s population of over 15 million. Limited internet infrastructure, high data costs, and frequent power outages constrain widespread digital participation. Nevertheless, platforms like WhatsApp and Facebook remain popular, particularly among urban youth, who use them for both social interaction and commercial purposes. Social media in Zimbabwe often serves as a vital tool for accessing information about products and services in an economy marked by instability and informal trade.
For Schweppes Zimbabwe Limited, a subsidiary of the Coca-Cola Company specialising in carbonated beverages and cordials, social media presents both opportunities and challenges. The company, historically recognised for iconic products like Mazoe Orange Crush, operates in a competitive local market where consumer loyalty is influenced by price sensitivity and brand heritage. Social media offers Schweppes a cost-effective means to reinforce brand identity, engage with younger demographics, and counter competition from both local and international beverage brands. For example, campaigns showcasing local culture or nostalgia could resonate deeply with Zimbabwean consumers on platforms like Instagram or Twitter.
However, the local context also poses distinct challenges. Economic hardships mean that discretionary spending on branded beverages is limited, and social media campaigns must be carefully designed to appeal to value-conscious consumers. Moreover, the risk of misinformation or negative UGC is heightened in a market where digital literacy is uneven. Schweppes must therefore balance creative digital strategies with pragmatic considerations of affordability and access to ensure that social media efforts translate into tangible shifts in consumer behaviour.
Conceptual Framework: Social Media and Consumer Behaviour
To underpin this background, it is essential to consider the theoretical frameworks that link social media with consumer behaviour. The Technology Acceptance Model (TAM) posits that perceived ease of use and usefulness drive the adoption of digital tools like social media, which in turn influence purchasing decisions (Davis, 1989). Additionally, the Social Influence Theory suggests that peer interactions on social platforms shape consumer attitudes and behaviours through mechanisms like social proof and conformity (Kelman, 1958). These frameworks are particularly relevant to Schweppes Zimbabwe Limited, as they highlight the importance of creating user-friendly, value-driven content that aligns with social norms and local culture.
Furthermore, the role of emotional engagement cannot be overstated. Social media allows brands to evoke emotions through storytelling, which can foster deeper connections with consumers. In Zimbabwe, where economic challenges often dominate daily life, campaigns that inspire hope, nostalgia, or community could be particularly effective for Schweppes. Yet, the company must also navigate the limitations of applying global or regional theories to a local context, ensuring that strategies are adapted to reflect Zimbabwean realities.
Conclusion
In summary, this background to the study illustrates the multifaceted impact of social media on consumer behaviour across global, regional, and local scales, with a specific focus on Schweppes Zimbabwe Limited. Globally, social media has redefined marketing by enabling targeted, interactive communication, though it presents challenges like privacy concerns. Regionally, Southern Africa’s growing digital adoption offers opportunities for brands, albeit tempered by disparities in access and literacy. Locally, Zimbabwe’s constrained digital landscape and economic conditions shape how Schweppes can leverage social media to influence consumer behaviour. The interplay of theoretical frameworks like TAM and Social Influence Theory further enriches this analysis, underscoring the need for tailored, culturally sensitive strategies. Ultimately, understanding these dynamics is crucial for Schweppes Zimbabwe Limited to harness social media effectively, balancing global best practices with local realities. The implications of this study extend beyond a single company, offering insights into how social media can drive marketing innovation in challenging environments.
References
- Davis, F. D. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), pp. 319-340.
- DataReportal (2023) Digital 2023: Global Overview Report. DataReportal.
- DataReportal (2023) Digital 2023: Zimbabwe. DataReportal.
- Kaplan, A. M. and Haenlein, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), pp. 59-68.
- Kelman, H. C. (1958) Compliance, Identification, and Internalization: Three Processes of Attitude Change. Journal of Conflict Resolution, 2(1), pp. 51-60.
- Nielsen (2015) Global Trust in Advertising: Winning Strategies for an Evolving Media Landscape. Nielsen.
- Statista (2023) Number of Social Media Users Worldwide from 2018 to 2027. Statista.
