Emerge Communications China - Expedition Happiness Campaign, Coca Cola

Expedition Happiness Emerge Communications China, Fall 2017 A strategic programming report prepared by Meghan Clarkson, Andrew Crumley, Eliana Huffman, Carissa Mastanduono, and Drew Mueller

CONTENTS Analysis of Key Characteristics 2 Issue 3 Organization 3 SWOT analysis 3 Communication 3 Demographics 3 Psychographics 3 Key Statements and Messages 4 Benefit Statement 5 Position Statement 5 Primary Message 5 Secondary Messages 5

Goals and Objectives 6 Campaign Goal 7 Objectives 1-4 7 Message Strategies 8

Objective 1, Strategies 1 and 2 9

Objective 2, Strategy 1 10

Objective 2, Strategy 2 11

Objective 3, Strategy 1 12

Objective 3, Strategy 2 13

Objective 4 Strategy 1 14

Objective 4, Strategy 2 14

Timeframe and Budget 15 General Timeframe 16 Budget 16 Communication Plan 18

Snapshot of Communication Plan 19 Evaluation and Conclusion 20 Appendix I. Guiding Theories

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Appendix II. Team Member Approval

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Works Cited 28 Image References 29

ANALYSIS OF KEY CHARACTERISTICS

Issue The Coca-Cola Expedition Happiness campaign seeks to address the pervasive stress and unhappiness experienced by the key public in China. Coca-Cola beverages have high sugar content and are currently reputed to be physically unhealthy—Coca-Cola seeks to reframe perceptions of the brand to include beverage consumption-facilitated social bonding to inspire happiness.

Organization Coca-Cola is the organization orchestrating the Expedition Happiness campaign, and its key public (students and young professionals ages 20-25) influences its success. Coca-Cola is attempting to make the public aware of the campaign and its objectives, with the long-term goal of getting the public to take action and participate once they become aware and accept the campaign.

SWOT analysis STRENGTHS: Strong brand recognition, financial success, high customer loyalty, high company valuation

WEAKNESSES: Backlash in other Asian countries (particularly India) over environmental damages, large cross-cultural barriers, unhealthy drinks, currency fluctuations

OPPORTUNITIES: New discourse surrounding a positive, fun, happy brand image, weakened Pepsi brand reputation due to cultural insensitivities

THREATS: American associations, competition from Pepsi, climate change, government, winter cold

Communication Young Chinese adults primarily utilize the digital communications platforms Sina Weibo, WeChat, YouKu, RenRen, and Xiaonei. The key public for this campaign specifically targets those who actively use social media for at least one hour per day as a way to connect with friends, family, brands and news sources.

Demographics The key public of the Expedition Happiness campaign includes mainly 20-25 year-olds, who live in urban or densely populated areas surrounding major Chinese cities. This public possesses moderate to high disposable income, and are of all genders.

Psychographics This key public are VALS type “experiencers,” meaning that they are self-expressive, up-to-date on latest fashion trends, very sociable, spontaneous, have a heightened sense of visual stimulation, and crave an emotional connection to brands and unique experiences.

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KEY STATEMENTS AND MESSAGES

Benefit Statement Campaign Expedition Happiness will determine what makes 20-25 year old Chinese people happy through its six month campaign featuring social media interaction, special events, emotional appeals, and public statements that will help build a supporting brand image for Coca-Cola.

Position Statement Emerge Communications intends to position Coca-Cola as a happy brand that brings people together in China.

Primary Message: Expedition Happiness is a compelling, positive campaign involving three young travelers who are visiting the 206 countries—most importantly to the audience, different areas of China—where Coke products are sold in order to promote happiness as well as the idea that it is important.

Secondary Messages: • When key publics are more aware of Expedition Happiness’ campaign messages and objectives, they are more interested in engaging with it.

• Using social media as they key communication platform, Coca-Cola China will reach the most of its target public it can with the amount of resources allocated.

• When young Chinese adults are more knowledgeable about all the positives Coca-Cola brings into their lives, they can associate with the happy brand image portrayed.

• Coca-Cola will be more reputable long-term thanks to positive associations created by the Expedition Happiness campaign amongst 20-25 year-old Chinese individuals.

• Individuals engaged with campaign content are more likely to demonstrate brand loyalty through continued interest, re-sharing the content and discussing it with others.

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GOALS AND OBJECTIVES

Campaign Goal To create and reinforce a positive, fun, and happy brand image for Coca-Cola by using multiple forms of social media to create an ongoing discussion of the brand in a local and regional market.

Objective 1: Awareness To have an effect on the awareness of Expedition Happiness’ campaign in China; specifically to increase the knowledge of the social media outlets utilized in the campaign amongst the key public by 40% in six months.

Objective 2: Acceptance To have an effect on the acceptance of Expedition Happiness campaign in China; specifically to generate interest amongst the key public towards the campaign by 25% in six months.

Objective 3: Acceptance To have an effect on the acceptance of Coca-Cola China’s brand image; specifically to generate positive attitudes toward the company amongst the key public by 25% in six months.

Objective 4: Behavioral To have an effect on the key publics action toward Expedition Happiness’ campaign in China; specifically to increase social media engagement through strategic content creation from the key public by 15% in six months.

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MESSAGE STRATEGIES

Objective 1: To have an effect on the awareness of Expedition Happiness’ campaign in China;

specifically to increase the knowledge of the social media outlets utilized in the campaign amongst the key public by 40% in six months.

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Strategy 1, communication: Expedition Happiness Team Selection Contest: Is your team ready to

travel?

Idea Details and Rationale: In order for the campaign to take off, a team of three ambassadors must be chosen for the expedition.

A contest to select the winning team of three would get people talking about the campaign and excited about the potential for such an amazing opportunity. This contest would be facilitated through social media, since that is the main communication channel for the campaign itself. Social media is also the most appropriate communication channel given the young key public.

The contest would allow teams to make submissions for entry that others could see and interact with.

Eventually winners would be narrowed down and chosen by the public, who would vote based on who they believe is best to participate in the campaign. The fact that the target audience is choosing their own representatives will ensure maximum relatability and interest in the campaign itself. Further, due to the collectivist nature of the Chinese people, the feeling of connectedness voters have to the winning team will strike a chord both because of the large interconnectedness and the group aspect.

Tactics: 1. Launch website where recaps will be posted to track team and experiences in each city 2. Release video explaining campaign and journey team will embark on 3. Encourage teams to submit videos for selection consideration 4. Share team video favorites for voting process on social media 5. Create voting system to select and announce winning team 6. Promote Renren (Chinese Facebook), Sina Weibo (Chinese Twitter-esque platform), Youku Tudou (Chinese YouTube), WeChat (Chinese messaging app also used for photo and video sharing) accounts specific to campaign that will track travel journey and release updates

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Strategy 2, action: Special event- Expedition Happiness Campaign Kickoff: 安全旅行 (safe

travels) Idea Details and Rationale: Once the Expedition Happiness team is selected, a special event will be held in Beijing to kick off the campaign and the selected teams journey across the country. This event will explain the travel plan, include sneak peeks of what to expect in the coming months, and give the public a chance to meet the Coca-Cola China CEO Martin Jansen and team hearing what they have to say before the takeoff. This event will act as the official start to the campaign with Beijing being the first place the travelers begin

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the search for happiness throughout China. Beijing is one of China’s biggest cities, and is home to many members of the key public who can easily access the site with Beijing’s many transportation options.

Tactics: 1. Host at Beijing National Stadium location of 2008 Olympics opening ceremony 2. Red ribbon cutting ceremony to celebrate campaign kickoff 3. Popular Chinese music performance acts 4. Coca-Cola products/merchandise giveaways 5. Coca-Cola China CEO Martin Jansen and Meet the Team speaking sessions 6. Audience interviews: “Happiness is…?” and film responses.

7. Demonstrate and reiterate Coca-Cola presence in China—play to sense of nostalgia 8. Video highlighting event success including audience interviews to be released on social media afterwards 9. Various print literature strategically placed around venue to attract attention visually 10. Interactive map to show audience the travel destinations and itinerary

Objective 2:

To have an effect on the acceptance of Expedition Happiness campaign in China; specifically to generate interest amongst the key public towards the campaign by 25% in six months.

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Strategy 1, communication: Social media audience participation- Share Your Moments of

Happiness With Us #Coca-ColaChina #openYOURhappiness Idea Details and Rationale: The expeditioners will conduct on-the-spot interviews with local Chinese college students across the major Chinese cities, asking everyone what makes them happy. Participants will be offered a Coke as a small thank-you for participation, to reinforce that coke is associated with happiness. Each expeditioner will be located in Beijing, Hong Kong and Shanghai schools while recording the interviews live online— creating a wholly fun and exciting experience. The idea behind this social media trend is to promote ongoing happiness throughout China. Publics are encouraged to document their moments of happiness and share them with followers, tagging Coca-Cola China and Expedition Happiness in the process.

Coca-Cola will repost many of these posts to engage with publics and continue promoting the Open Happiness campaign. Coca-Cola understands the stress that many 20-25 year-olds endure in their daily lives; this is why balance and happiness are so important. Chinese people in particular report feeling exhausting amounts of stress due to little work-life balance culturally. This trend will encourage others to dedicate time to happiness, start to indulge in the little things, and join in on the fun. Visiting campuses and interviewing students will generate interest in the Expedition Happiness campaign. If the expeditioners take time to visit these campuses, entice excitement about the campaign, and make a personal connection with the students, then the key publics are more likely to engage and participate in the Expedition Happiness campaign.

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Tactics: 1. Coca-Cola China continually shares audience happiness moments, picking posts to share based on realistic depiction of happiness due to overall substance and variety 2. Coca-Cola continues to share footage from Expedition Happiness journey to diversify posts, especially highlighting groups 3. Incentives for best submissions—for example “share a moment and we’ll share a coke” (inexpensive direct mail giveaway) 4. Geofilters for publics to include in posts that are onsite Coca-Cola locations throughout China 5. Themes and hashtags for specific days 6. Social media publication: get the word out about the interviews through Coca-Cola’s social media, putting particular effort into re-sharing the posts of others to instill a sense of two-way interest with others 7. Interactive news opportunity: gather materials for the interview including camera, people and other necessary resources 8. Direct news material: create general interview notes to review 9. Audience-site involvement: create a video on site 10. Electronic media: post the video to Coca-Cola’s social media accounts

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Strategy 2, communication: Weibo photo contest- Funniest Friends in China

Idea Details and Rationale: The key public will engage in a photo contest to find the funniest photo with friends featuring CocaCola products. These photos should depict happiness, share a clear story and bring people together. The funniest photo with the most engagements will win, and the people featured in the photo will earn a trip of choice anywhere in the world to go on together. The photos will be submitted by using a special hashtag so people can see all of the entries. The collectivist nature of Chinese culture means happiness is generally created through positive interactions with others rather than individual successes. By making the photo contest a group effort, it targets the values of the Chinese people more effectively than if individuals were asked to complete the same task. Creating incentives to get the most re-shares inspires quality content and group participation, which exponentially increases the number of people the photo should reach. Weibo acts like a combination of Twitter and Facebook in the sense that people share personal photos and content but you don’t necessarily need to be mutually friends with someone to see their content or reshare it. While there was backlash recently because Weibo China required users to put their full names on their profiles, these photos are innocent enough that people won’t have a problem posting them publicly. The prize being travel-oriented appeals to the key public, a group of people who often enjoy travel.

Tactics: 1. Use Coca-Cola China Weibo and Wechat accounts to post about contest and associated rules.

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2. Monitor entries by clicking on hashtag and seeing posts.

3. Create poll on Expedition Happiness website after two weeks have passed with top three most engaging photos.

4. Distribute poll link on Weibo, WeChat, and other social media accounts to have people vote on which photo is funniest.

5. After one week of poll being live, close poll and contact winners and film their excited reactions.

6. Arrange travel plans and have winners sign contract agreeing to film experience and allow CocaCola social media to repost and use for advertising purposes.

Objective 3: To have an effect on the acceptance of Coca-Cola China’s brand image; specifically to generate positive attitudes toward the company amongst the key public by 25% in six months.

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Strategy 1, action: Special Event: Coca-Carnival

Idea Details and Rationale: The first strategy for this objective is a pop-up carnival event that will be assembled overnight in Hong Kong’s city center by Coca-Cola China employees. It will be set up overnight to create an aspect of surprise to bring joy and unexpected happiness to people’s day. The staff will record the set-up and progress of the carnival and people’s reactions as they spot the surprise event. The carnival will promote joy, happiness, stress relief from a long week and overall create a positive brand image. Classic carnival rides and games will be featured that incorporate Coca-Cola products, and Coca-Cola China’s representatives will also be at the event in Coke t-shirts, making interpersonal connections with their stakeholders. This is important because Chinese people most value in-person communication. The event will be held on a weekend because that is the most popular time Chinese people access social media platforms and post.

Tactics: 1. Send out an internal announcement about the event, asking for participants and to keep the event a company secret until the day of 2. Recruit employees to work and set up the carnival over night 3. Collaborate with a local carnival pop up vendor to acquire their resources 4. Assemble the advertising team to create Coca-Cola featured games/ food vendors and visual representation for the rides/ decorations for the carnival 5. Generate electronic media: hire photographers and videographers to take videos and pictures of the carnival, to be posted to Coke’s social media 6. Post and repost the public’s pictures

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Strategy 2, action: Audience participation event #15secondsofFame

Idea Details and Rationale: Coca-Cola China will send out fairly obvious social media clues through their media channels, hinting at where to find a photobooth. The photo booths will be located in a few participating stores where Coca-Cola is sold in city centers. Since Chinese culture is highly collectivist, they value photographs of friends and family so, participants will be encouraged to take a picture with their loved ones, and will be featured for 15 seconds on a digital billboard in the city center. The photos will be stamped with Coca-Cola frames and stickers. The billboards will also include social media handles for viewers to follow along and be able to find and download their pictures to repost. People on the street will also see the billboard and be encouraged to look at Coca-Cola’s social media for their chance to participate. Being on screen is enough incentive for people to get interested in the brand and the campaign as a whole, while generating positive attitudes.

Tactics: 1. Secure digital billboard display in city center.

2. Create arrangement with local vendors that sell Coca-Cola in city centers 3. Design, create and set up the photo booths 4. Inform social media followers of the upcoming event through advertising on media channels 5. On the day of the event, post a fairly obvious clue indicating where to find the booth on social media channels.

6. Design filter to be applied over photos taken and apply it to photo booth settings.

Objective 4: To have an effect on the acceptance of Expedition Happiness’ campaign in China; specifically to increase social media engagement through strategic content creation from the key public by 15% in six months.

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Strategy 1, action: Special event- Expedition Happiness Six-Month Wrap Up Shanghai

Idea Details and Rationale: Shanghai is the last stop for Expedition Happiness’ six-month journey throughout China—and there is no better place to conclude this trip. Coca-Cola’s presence in Shanghai is immense. In this one city alone there a number of bottling plants, museums, and even a Coca-Cola restaurant. This event will be held at the Coca-Cola museum given its size and multitude of interactive opportunities for event goers. The event will showcase a grand opening for the museum’s newest Open Happiness exhibit. Although this event will mark the completion of Expedition Happiness’ journey, it will promote continued engagement in the Coca-Cola brand and its campaigns. As it will also make the public more aware of the Coca-Cola museum. Because of the similar event in the kickoff of the campaign, Coca-Cola will be able to save money on expenditures due to reused resources.

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Tactics: 1. Expedition Highlights video released, including bloopers 2. Promotional deals for new exhibit tickets (first Happiness tickets free) 3. Product giveaways, special event merchandise 4. Food trucks/tents and activities surrounding museum property for those interested in being involved in event but not attending museum 5. Percentage of proceeds donated to various Chinese charities (ex. Shanghai Adream Foundation, Chinese Red Cross Foundation, Ai You Foundation, Youchange China Social Entrepreneur Foundation)

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Strategy 5, communication: Digital media daily text- Happy Hour: Brought To You by Coca-Cola

Open Happiness Idea Details and Rationale: Coca-Cola Open Happiness newsletter subscribers can opt to receive a daily dose of happiness. Every day on the happy hour of the subscriber’s choice, they will receive either a text or email-like message from Coca-Cola encouraging them to step away from stress and do something, big or small that makes them happy. New subscribers will receive a coupon for a Coke. It is easy to get caught up in the pressure society puts on everyone to succeed, but happiness is just as important as success—that is to say that success is unfulfilling if it does not bring happiness. This daily message acts as a reminder for the target audience to consider happiness each and everyday, which will maintain the ongoing legacy of the campaign.

Because of China’s Buddhist history, mindfulness trainings are still part of many cultural norms even if they are not associated with religion and the Chinese people will be receptive to these types of messages.

Tactics: 1. Secure server for sending out mass messages 2. Create automated list that users can sign up for 3. Develop programming so users will receive notification from contact named “open happiness” so that when people open their message, the fact/tip appears immediately appears 4. Diversify messages to include various ways people can achieve happiness, combination of insightful and humorous messages 5. State facts on what happiness does for social/mental/physical health or give a tip for achieving a dose of quick happiness 6. Encourage ongoing, maintainable happiness 7. Send texts during commute hours, as many recipients in the key public will be bored riding public transportation 8. Use image messages on occasion 9. Encourage viewers to share what they did that day to stay happy on social media, with posts later shared on Coca-Cola Open Happiness social media accounts

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TIMEFRAME AND BUDGET

General Timeframe The Open Happiness campaign will last six months, beginning in January 2018 and ending in June 2018, visiting the following cities around this timeframe: January: Beijing May: Hong Kong

February: Urumqi June: Shanghai

March: Chengdu

April: Kunming

Travelers will fly into a different city at the beginning of each month and begin their search for happiness, with events trategically designed based on location and factors such as weather and area resources. See attached disk for enlarged table that depicts a specific schedule of events for the campaign.

Budget Although the budget is very large, it is based off of an estimated total that the actual Expedition 206 campaign spent while networking in China. Approximately $35 million USD would be dedicated to China’s leg of the trip, due to the fact that Expedition 206 spent over $200 million USD for their worldwide campaign. By taking Expedition 206’s budget and multiplying it by Coca-Cola’s Chinese

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market, the approximate budget is reached. Flights and transportation are accounted for to and from the different cities, including cost of plane tickets and gas for the Expedition bus and associated Coca-Cola employees that require transportation. Hotels, where the travelers will stay add to the budget well as food costs. Lastly, safety and security at events for the travelers and consumers, and everyday needs for the travelers must be considered. to China’s leg of the trip, due to the fact that Expedition 206 spent over $200 million USD for their worldwide campaign. By taking Expedition 206’s budget and multiplying it by Coca-Cola’s Chinese market, the approximate budget is reached. Flights and transportation are accounted for to and from the different cities, including cost of plane tickets and gas for the Expedition bus and associated Coca-Cola employees that require transportation. Hotels, where the travelers will stay add to the budget well as food costs. Lastly, safety and security at events for the travelers and consumers, and everyday needs for the travelers must be considered.

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COMMUNICATION PLAN

Snapshot of Plan Key Public

Self-Interests Primary Messages

-Chinese 20- -Social 25 year-olds media -Coca-Cola -Finding happiness

-Positive Coca-Cola brand image -Spread happiness in China

Influentials

Objectives

Strategies

-Open Happiness Coca-Cola -Expedition 206

-Awareness -Secure of brand and action campaign -Enforce -Acceptance of brand and campaign -Action towards campaign

Tactics

-Videos, promo materials, giveaways, speakers, contests, polls, concerts, geofilters

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EVALUATION AND CONCLUSION

Awareness, acceptance, and action strategies were used to predict the success of the Expedition Happiness campaign. Each objective covers one of the three strategies. For awareness and acceptance, Coca-Cola will be tracking reach or any mentions, clicks, or views on social media and website platforms, in addition to tracking highly valued likes and reshares. For action, Coca-Cola will focus on turnout of people to events and social media posts. This would enable the brand to statistically figure out whether or not the campaign would be successful.

To evaluate the success of this campaign, Emerge Communications will review the extent to which the stated objectives were achieved before, during and after the course of the campaign. Emerge will analyze each of the components the objectives aimed to increase, and run post campaign tests to examine if, for the first objective, awareness amongst the key public of the campaign and the media outlets being used was increased by 40% over the course of 6 months; for the second objective, if acceptance of the campaign increased by 25% in the six months; for the third objective, if acceptance of Coca-Cola’s brand image increased by 25% in six months and lastly if acceptance of the campaign increased social media engagement by 15% in the six months.

-Emerge Communications China

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APPENDIX I. GUIDING THEORIES

When looking through the lens of relationship management theory, almost all of the strategies touch base with this core concept. According to Investopia, “Relationship management is a strategy in which a continuous level of engagement is maintained between an organization and its audience.” For Expedition Happiness, this is the core objective of the campaign: to create and continue engagement with our key public and their extended networks. The campaign focuses on how to manage these relationships over a six-month plan. The wrap up of the campaign was also designed to further perpetuate this engagement even after the campaign has come to an end. Emerge has also taken into considerations the cultural needs, trends, and values of the key public. By doing so, Emerge has not only constructed a campaign that showcases Coca-Cola, it has made a campaign that responds to the key public’s needs as well as leaving open channels for them to communicate back through social media.

The aim of the 2-way Symmetric Model (also known as Excellence Theory) by James Grunig, unlike the 2-way Asymmetric Model, is about dialogue, not monologue. According to Michael Turney (1998), engagement, mutual understanding and mutual respect between the organization and its publics are the main concepts that surround this model. It is seen that the goal throughout the Expedition China campaign was to make decisions that were mutually beneficial for both the key public and Coca-Cola China.

The multiple strategies and tactics that were used to fuel this campaign were all created with the idea of making the key public happy and generating positive attitudes, whilst promoting the Coca-Cola China brand. The idea behind this model is also seen in the social media-based strategies, which encourage dialogue and feedback from the key publics.

While Emerge was reviewing China’s country analysis to construct the campaign, an important application of a theory was the Uses and Gratifications Theory. Severin states, “the theory, discusses how users deliberately choose media that will satisfy given needs and allow one to enhance knowledge, relaxation, social interactions/companionship, diversion, or escape.” This theory became useful for decoding what China valued as a culture. Because happiness is subject to cultural context, Emerge needed to understand what makes the target public happy. To do this, Emerge needed to understand the differences between high and low context cultures, and how the values of the Chinese may portray certain strategies differently. This was done by including social media strategies that were centered around values of family and coming together, rather than a Western individualistic approach. The Weibo photo contest is an example of this, as the competition was for group photos rather than selfies.

According to Erving Goffman, framing theory can be described as the following; “Framing theory suggests that how something is presented to the audience (or “the frame”) influences the choices they make about how to process that information.” Specifically in reference to the campaign, Emerge used framing to associate Coca-Cola with the emotion of happiness. Through the use of grassroot social media campaign strategies and the use of special events, Emerge hopes to bring the target public closer to associating these two concepts together. Emerge predicted that the Expedition Happiness campaign would serve as a gatekeeper for the audience, providing specific information and presented in a specific frame to help meet our objectives within a set time period.

Once the frame was set, Emerge referenced other theories such as symbolic convergence theory to

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bring it all together. Symbolic convergence theory is used to help groups make out a cohesive or shared understanding of an event or process (Griffin, p.39). Emerge achieved this by having high energy events, such as the kick-off campaign and Coca-Carnival, paired with interactive social media messages. However, Emerge went further by creating a wrap-up event to share the Coca-Cola narrative. That narrative is also reinforced by the use of video campaign ads and photography via social media. Together, the campaign not only generates positivity within the key public, but also reinforces the campaign and its success through recap media. This allows Coca-Cola to position itself to tell the key public the story of what happened, how it happened, and how people responded to it—with emphasis on how Coca-Cola made the key audiences happy, connecting the dots for them and allowing them to process it. Through the use and repetition of our recap videos, Emerge believes that the key public will assimilate happiness with the Expedition Happiness campaign. Further, the Coke Museum Open Happiness exhibit will help maintain a physical representation of our objectives and campaign long after the campaign has ended.

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WORKS CITED APPENDIX II. TEAM APPROVAL

Emerge Communications Harrison Hall James Madison University Harrisonburg, VA 22807 Appendix II. Team Member Approval Sheet The submission of this Strategic Programming Report is made with the approval of the Emerge Communications group. This document was created for Dr. Yeonsoo Kim’s International Public Relations class, taught during fall of 2017.

Name: Meghan Clarkson

Signature: Meghan Clarkson

Date: 12/12/17

Name: Andrew Crumley

Signature: Andrew Crumley

Date: 12/12/17

Name: Eliana Huffman

Signature: Eliana Huffman

Date: 12/12/17

Name: Carissa Mastanduono

Signature: Carissa Mastanduono

Date: 12/12/17

Name: Drew Mueller

Signature: Drew Mueller

Date: 12/12/17

*Account Executive

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WORKS CITED

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The Journal of Brand Management, 9(2), 99-115.

Framing Theory. (2014, February 18). Retrieved December 11, 2017, from https://masscommtheory.com/ theory-overviews/framing-theory/ Goffman, E. (1974). Frame Analysis. Northeastern University Press, 20-82. Retrieved December 10, 2017,

from https://is.muni.cz/el/1423/podzim2013/SOC571E/um/E.Goffman-FrameAnalysis.pdf.

Griffin, E. (2014). A First Look at Communication (9th ed.). Mc-Graw Hill.

Merideth, J. (2013, March 27). 10 Chinese Social Media Sites You Should Be Following.

Retrieved December 9, 2017, from https://www.synthesio.com/blog/10-chinese-social-media- sites-you-should-be-following/ Turney, M. (2010, November 30). Retrieved December 10, 2017, from https://www.nku.edu/~turney/prclass/readings/3eras3x.html Relationship Management (2017). Retrieved December 10, 2017, from https://www.investopedia.com/ terms/r/relationship-management.asp Severin, W. (2000). Communication Theories: Origins, Methods and Uses in the Mass Media (5th Edition)

5th Edition (5th ed.). Addison Wesley Longman.

Shane, D. (2017, November 21). Chinese social media giant is worth more than Facebook Retrieved from http://money.cnn.com/2017/11/21/investing/tencent-facebook-value/index.html Images Cited Coca Cola Big China Plans. Retrieved from http://blog.getchee.com/can-coca-cola-double-sales-within-1 0-years-new-markets-hold-the-answer/

Coca Cola China 1940’s. Retrieved from https://fineartamerica.com/featured/coca-cola-china-1940s-ian- gledhill.html

Coca Cola’s Corporate Brand Campaign. Retrieved from http://brandcom.ng/2017/09/coca-colas-corpo rate-brand-campaign-moves-beyond-soda/

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Coca Cola Seeks Extra Fizz. Retrieved from http://adage.com/article/global-news/coca-cola-chi na-seeks-extra-fizz-crowdsourcing-platform/296008/

Coca Cola Targets Young Segment. Retrieved from http://www.marketing-interactive.com/coca-colas- new-packaging-in-china-targets-young-segment/

Coca Cola Wallpaper. Retrieved from https://hdwallsource.com/coca-cola-wallpaper-46260.html

Coca-Cola just made a $575 million departure from soda. Retrieved from http://www.businessinsider. com/coca-cola-acquires-ades-for-575-million-2016-6

Coke Puts Music Soundbites on Bottles in China. Retrieved from http://creativity-online.com/work/cocac ola-china-lyric-coke/35879

Luhan with Coca Cola. Retrieved from https://www.pinterest.com/pin/62557882306751777/?lp=true

Taste the Feeling Ad. Retrieved from http://www.adweek.com/creativity/here-are-25-sweet-simple-ads- coca-colas-big-new-taste-feeling-campaign-169075/

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