A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING STRATEGIES ON CONSUMER BRAND PREFERENCE IN CAMEROON (A CASE STUDY OF MINI - MIE INSTANT NOODLES)

CHAPTER ONE INTRODUCTION 1.1 Background of the Study In today’s highly competitive business environment, marketing has become a vital tool in bridging the gap between production and final consumers. It plays a significant role in ensuring goods and services reach the right audience efficiently. Marketing can take many forms—ranging from networking and geomarketing to tribal marketing, viral campaigns, and digital channels like e-marketing. Among all these, social media marketing has emerged as the most popular and widely adopted method (Chen, 2017). The rise in internet users has led to a boom in social media usage, which in turn has pushed many business operations into digital spaces. This technological evolution, paired with online shopping trends, has given birth to a digital culture. Regardless of the method used, social media marketing can powerfully influence consumer behavior, shape preferences, build brand awareness, and either nurture loyalty or foster apathy toward a brand (De Veirman, Cauberghe & Hudders, 2017). To capture customer attention and build lasting brand loyalty, companies often carry out detailed research. Their goal is to leave a positive, enduring impression on consumers by using all available communication tools to convey the value of their brand effectively. Social media serves as a virtual space where people with shared interests come together to express opinions, share experiences, and discuss specific products or services (Weber, 2009). Building on this idea, companies now use social media interactions to subtly encourage satisfied customers to share their experiences on platforms like Facebook, Instagram, WhatsApp, YouTube, and others. This approach, commonly referred to as social media marketing, involves leveraging any social platform to promote a product or service (Lou & Yuan, 2019). It allows businesses to connect with both existing and potential customers while also communicating their values and objectives. Social media can be examined from four distinct angles. The technical perspective defines it as a blend of mobile and web-based tools developed using Web 2.0 technologies, which enable social functionalities. This approach highlights how the tools work. The general user perspective, on the other hand, emphasizes how users actively participate in content creation, as opposed to traditional media, where audiences merely consume information (Smith, 2021). Social media enables users to share content, express opinions, and interact with each other’s experiences. The third view, from a business standpoint, aligns closely with the general user perspective. It focuses on how companies use social media to gather and distribute information, directly influencing customer preferences. As consumers are exposed to vast amounts of content online, their brand choices are continuously shaped and reshaped (Anusha, 2016). Brand choice refers to the consumer’s tendency to pick and stick with a particular brand, even when alternatives exist. Social media marketing significantly affects these choices by influencing buying decisions, trust levels, and customers’ willingness to share their opinions with others. While social media marketing presents unique advantages, it is crucial to compare its impact with that of traditional advertising channels. For decades, traditional marketing—through TV, radio, and print—was the primary means of reaching consumers. However, the interactive nature of social media has opened up opportunities for more targeted and personalized communication (Sasmita & Narozah, 2015). This two-way interaction encourages quicker responses and deeper engagement, creating a more dynamic relationship between brands and consumers. Although many businesses now depend on social media marketing, there's still limited comprehensive research on its collective impact on consumer brand choices. While studies have explored specific elements like influencer marketing or user-generated content, they fall short of explaining how these components work together to shape consumer preferences. This study, therefore, aims to fill that gap by examining how social media marketing strategies influence consumer brand choices in Cameroon, with Indomie instant noodles serving as the case study. 1.2 Statement of the Problem We now live in what is widely regarded as the digital age—a time where traditional marketing methods have evolved into modern, tech-driven strategies. As a result, companies have adapted to global market trends by adopting newer marketing techniques that allow for flexibility and broader reach. One such approach is social media marketing, which has gained traction worldwide. This shift has been particularly beneficial to small and medium-sized enterprises (SMEs), enabling them to move their business operations online (Sasmita & Narozah, 2015). Consumers can now easily access products and services through their mobile devices, giving businesses wider market exposure. The influence of social media on consumer behavior is well documented. According to Chen (2017), social media includes a wide range of online platforms that allow users to create and share content, connect with others, and form virtual communities. These activities significantly influence consumers’ buying decisions. Lou & Yuan (2019) further explain that social media combines aspects of traditional advertising with user-generated content, amplifying its impact on brand perception and consumer choice. A key aspect of social media marketing is selecting the right platform for customer engagement. Different platforms appeal to different demographics and user habits, which can significantly affect marketing outcomes (Ashley & Tuten, 2015). For example, platforms like Instagram and TikTok, which focus on visual content, are more effective in targeting younger audiences. In contrast, Facebook may offer broader demographic reach. It is essential for businesses to identify which platforms are most influential in specific market segments in order to maximize their marketing impact. The kind of content shared on these platforms also plays a critical role in shaping brand preferences. Research by Kotler & Armstrong (2018) shows that visual content—such as images and videos—tends to generate higher engagement than text-only posts. This leads to greater consumer involvement and stronger brand recall. In addition, the authenticity of user-generated content and the credibility of social media influencers have been shown to significantly affect consumer attitudes and behaviors (De Veirman, Cauberghe, & Hudders, 2017). Social media also fosters direct interaction between companies and consumers, creating a sense of community and loyalty. Ashley & Tuten (2015) found that engagement activities like commenting, liking, and sharing not only increase brand visibility but also reinforce customer loyalty and purchase intention. The accuracy of information shared and the emotional connection built through personalized interactions greatly enhance these relationships (Hudson et al., 2016). However, despite these developments, there remains a notable lack of detailed knowledge about how social media marketing strategies actually influence brand choice. While various studies have examined components like content creation or platform selection, they often fail to provide a comprehensive view of how these elements work together to affect consumer decisions (Felix, Rauschnabel, & Hinsch, 2017). Additionally, as social media platforms and marketing practices continue to evolve, continuous research is necessary to keep up with changing consumer behavior. This study is designed to address these gaps by examining the influence of social media marketing strategies on brand choice in Cameroon, with Indomie instant noodles as the case focus. 1.3 Objective of the Study The general objective of this research is to assess how social media marketing strategies influence consumer brand choice in Cameroon, specifically focusing on Indomie instant noodles. The specific objectives are: i. To identify the social media platforms most commonly used to influence consumers’ choice of Indomie instant noodles. ii. To evaluate how social media marketing strategies affect consumer intentions to purchase Indomie instant noodles. iii. To examine whether the different content types used in social media marketing impact consumer preference for Indomie instant noodles. 1.4 Research Questions To guide the research, the following questions have been formulated: i. Which social media platforms are most commonly used to influence consumer choices for Indomie instant noodles? ii. In what ways do social media marketing strategies affect consumers’ intent to purchase Indomie instant noodles? iii. Do the various content formats used in social media marketing affect consumer brand choice for Indomie instant noodles? 1.5 Significance of the Study This research is expected to benefit businesses by providing valuable insights into how social media marketing influences consumer brand preferences. Understanding which strategies are most effective can help companies allocate their resources more efficiently and improve customer engagement. Academically, the study adds to existing literature on digital marketing and consumer behavior. It will also serve as a useful reference for future researchers interested in exploring the subject further. 1.6 Scope of the Study This study is centered on analyzing the influence of social media marketing strategies on consumer brand choice in Cameroon, using Indomie instant noodles as the case study. Empirical Scope: The study will investigate which social media platforms are most influential, assess how marketing strategies shape purchase intent, and examine the effect of content types on brand choice. Geographical Scope: The research is limited to producers and marketers of Indomie instant noodles operating within Cameroon. 1.7 Limitation of the Study As with most academic endeavors, this study encountered a few challenges. Limited funding posed constraints in gathering data, accessing relevant materials, and conducting comprehensive fieldwork (e.g., surveys and interviews). The researcher also had to manage this study alongside other academic responsibilities, which reduced the time available for deeper exploration and analysis. 1.8 Definition of Terms Social Media: Digital platforms and tools that allow individuals to share information, express opinions, and connect within virtual communities. Social Media Marketing: The strategic use of social platforms to promote products, engage consumers, and enhance brand visibility. Consumer Brand Choice: The process by which a consumer selects a particular brand over others based on perceptions, marketing efforts, and personal preferences. Engagement Tactics: Methods used by brands to capture and maintain consumer attention, such as likes, shares, comments, and direct messages. Content Types: Various forms of media used in digital marketing campaigns, including text, images, videos, and interactive content, which affect how consumers perceive and engage with a brand. REFERENCES Anusha, G. (2016). Effectiveness of Online Advertisement. International Journal of ResearchGranthaalayah vol. 4. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. Chen, J. (2017). The Impact of Social Media on Consumer Buying Intention. Journal of Social Media Research, 8(2), 115-132. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. Sasmita, J. & Narozah, S. (2015). Young consumers’ insight on Brand Equity. Effect of Brand Association brand Loyalty image: International Journal of Retail and Distribution Management. Smith, A. (2021). How Different Generations Use Social Media in 2021. Sprout Social Insights. Retrieved from Sprout Social.