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Influence Unleashed: The Impact of Social Media on Consumer Perceptions Regarding on Adidas Products
- 1 Soochow university
- 2 Boston University
- 3 Xi’an Jiaotong-liverpool University
* Author to whom correspondence should be addressed.
Abstract
In today’s digital era, social media (SM) have become important platforms for brands to disseminate information and engage with consumers. The present study explores the impact of SM on consumers' information acquisition and decision-making from the perspective of Adidas. Adidas effectively share product details, launch new items, and interact with its audience via SM. By examining various marketing approaches—including reputation marketing, key opinion leader (KOL) and celebrity marketing, and influencer marketing, this research tries to analyze how Adidas leverages social media to enhance brand visibility and consumer engagement. The literature review reveals that social media significantly influences consumer perceptions and decisions, particularly through influencer marketing and social commerce features. Additionally, the importance of authenticity and detailed reviews in building consumer trust was emphasized. More in-depth understanding of the influencing mechanism can provide valuable insights for Adidas and similar brands to optimize their related strategies, ultimately driving consumer engagement and purchasing behavior.
Keywords
Social Media Influence, Consumer Perception, Adidas Brand Image
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Cite this article
Guo,Q.;Huang,M.;Shi,H. (2024). Influence Unleashed: The Impact of Social Media on Consumer Perceptions Regarding on Adidas Products. Communications in Humanities Research,41,39-44.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of ICIHCS 2024 Workshop: Researching Symmetrically to Explore Exclusion, Othering and Whiteness in Local Policy Making
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