1.3 Research objectives: • To evaluate various aspects of marketing communication over the social media networks • To determine the impact of social media marketing on brand building globally • To investigate whether the social media marketing communications strategies of Red Bull Energy Drink have helped the brand expanding business globally • To find out possible ways of improving the social media communications approaches of Red Bull Energy Drink and thus further expanding business globally. 1.4 Research questions: • What are the aspects to consider while using social media networks as marketing communication tools? • How could social media marketing initiatives impact on organisational brand building globally? • Has Red Bull managed to expand business globally following social media marketing campaigns? • How could be current social media communications be improved to ensure sustainable branding in the global platform?
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