The Impact of Nike's Social Media Marketing Strategy on Consumer Demand

Research Article
Open access

The Impact of Nike's Social Media Marketing Strategy on Consumer Demand

Zihan Li 1 , Yi Yu 2*
  • 1 Capital Normal University High School    
  • 2 Xi’an Jiaotong-liverpool University    
  • *corresponding author Yi.Yu21@student.xjtlu.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/38/20231908
AEMPS Vol.38
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-097-4
ISBN (Online): 978-1-83558-098-1

Abstract

Digitalization has changed users' shopping experience, and Nike is one of the sports footwear and apparel brands with the highest market share in the world. With the increase in social media influence, Nike has actively laid out its social media matrix to attract more potential consumers and guide their shopping needs through diversified marketing methods. This paper analyzes the impact of social media on Nike's consumer base and makes plans by combining Nike's different marketing approaches, consumer needs, and the 4Ps. 4Ps is a marketing strategy tool in which companies develop marketing strategies by analyzing four aspects: product, price, channel, and promotion. The results of the study showed that while social media marketing expanded sales, its effectiveness was undermined by price promotions. A limited edition of many co-branded products makes consumers doubt the product's value. Therefore, marketing should be combined with price promotion, not just brand promotion. By analyzing the 4Ps to understand the marketing approach that Nike should adopt in the current climate and the factors that should be considered to influence consumers.

Keywords:

social media, 4Ps, marketing strategy

Li,Z.;Yu,Y. (2023). The Impact of Nike's Social Media Marketing Strategy on Consumer Demand. Advances in Economics, Management and Political Sciences,38,172-178.
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References

[1]. Wu, G.: The brand analysis of Nike based on its emotional branding and marketing strategies. 3rd International Symposium on Frontiers of Economics and Management Science (2022).

[2]. Carmo, I., Marques, S., Dias, A.: The Influence of Experiential Marketing on Customer Satisfaction and Loyalty. Journal of Promotion Management. 28(7), 994–1018 (2022).

[3]. Willem, S.: Product digitalization at Nike: The future is now. Journal of Information Technology Teaching Cases. 12(1), 28–34 (2022).

[4]. Yan, S.: Analysis of the communication strategy of Nike advertisement under the cross-cultural communication perspective. Chengdu Sports Institute, No. 11 (2022).

[5]. Zhang, X.: The Successful Strategy of Yeezy in Digital Marketing. Clausius Scientific Publishing 487(44), 556-585 (2013).

[6]. Laura, H. Wouter, H.: Longitudinal bending stiffness does not affect running economy in Nike Vaporfly Shoes. Journal of Sport and Health Science. 11(3), 285–292 (2021).

[7]. Castellanos-Salamanca, M, et al. Effects of the Nike ZoomX Vaporfly Next% 2 shoe on long-interval training performance, kinematics, neuromuscular parameters, running power and fatigue. European Journal of Sport Science. 12, 1-9 (2023).

[8]. Zhou, R. Sustainable Economic Development, Digital Payment, and Consumer Demand: Evidence from China. Int. J. Environ. Res. International Journal of Environmental Research and Public Health. 19 (14) (2022).

[9]. Haiming, H.: Brand-placement effectiveness and competitive interference in entertainment media: brand recalls and choice in kids' video-game advertisements. Journal of Advertising Research. 54(2), p192 (2016).

[10]. Cao, Z, et al. The Relationship Between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform. Journal of Management Information Systems. 38(3), 855–888 (2021).

[11]. Forbes. N.PAG, http://www.Forbes.com, January 2023, last accessed 2023/5/23.

[12]. Alwan, S.Y. et al. ‘Sustainable and resilient e-commerce under COVID-19 pandemic: a hybrid grey decision-making approach’, Environmental Science and Pollution Research, pp. 1–21 (2023).

[13]. Investopedia, Business page, Business Essentials, https://www.investopedia.com/terms/f/four-ps.asp last accessed 2023/05/21.

Cite this article

Li,Z.;Yu,Y. (2023). The Impact of Nike's Social Media Marketing Strategy on Consumer Demand. Advances in Economics, Management and Political Sciences,38,172-178.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-097-4(Print) / 978-1-83558-098-1(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.38
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Wu, G.: The brand analysis of Nike based on its emotional branding and marketing strategies. 3rd International Symposium on Frontiers of Economics and Management Science (2022).

[2]. Carmo, I., Marques, S., Dias, A.: The Influence of Experiential Marketing on Customer Satisfaction and Loyalty. Journal of Promotion Management. 28(7), 994–1018 (2022).

[3]. Willem, S.: Product digitalization at Nike: The future is now. Journal of Information Technology Teaching Cases. 12(1), 28–34 (2022).

[4]. Yan, S.: Analysis of the communication strategy of Nike advertisement under the cross-cultural communication perspective. Chengdu Sports Institute, No. 11 (2022).

[5]. Zhang, X.: The Successful Strategy of Yeezy in Digital Marketing. Clausius Scientific Publishing 487(44), 556-585 (2013).

[6]. Laura, H. Wouter, H.: Longitudinal bending stiffness does not affect running economy in Nike Vaporfly Shoes. Journal of Sport and Health Science. 11(3), 285–292 (2021).

[7]. Castellanos-Salamanca, M, et al. Effects of the Nike ZoomX Vaporfly Next% 2 shoe on long-interval training performance, kinematics, neuromuscular parameters, running power and fatigue. European Journal of Sport Science. 12, 1-9 (2023).

[8]. Zhou, R. Sustainable Economic Development, Digital Payment, and Consumer Demand: Evidence from China. Int. J. Environ. Res. International Journal of Environmental Research and Public Health. 19 (14) (2022).

[9]. Haiming, H.: Brand-placement effectiveness and competitive interference in entertainment media: brand recalls and choice in kids' video-game advertisements. Journal of Advertising Research. 54(2), p192 (2016).

[10]. Cao, Z, et al. The Relationship Between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform. Journal of Management Information Systems. 38(3), 855–888 (2021).

[11]. Forbes. N.PAG, http://www.Forbes.com, January 2023, last accessed 2023/5/23.

[12]. Alwan, S.Y. et al. ‘Sustainable and resilient e-commerce under COVID-19 pandemic: a hybrid grey decision-making approach’, Environmental Science and Pollution Research, pp. 1–21 (2023).

[13]. Investopedia, Business page, Business Essentials, https://www.investopedia.com/terms/f/four-ps.asp last accessed 2023/05/21.

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