This valuable study, conducted in partnership with Carat Insight, examines the role of the internet in generating brand engagement.
The research concentrated on 4 advertising campaigns from the soft/sports drinks sector - , Coke, Coke Zero, Pepsi Max and Powerade - and looked into the effectiveness of online against other media, as well as wider influences like brand ownership, reading reviews, or recommendations from friends.
The video below explains the process of measuring brand engagement.
