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Exploring the Impact of Personalized Advertising: Analyzing Nike's 'A Feel For Every You' Campaign Through YouTube Audience Reactions
- 1 Institute of Education, University College London, London, UK
- 2 Beanstalk International Bilingual School
- 3 Pacific Lutheran University
* Author to whom correspondence should be addressed.
Abstract
This study focuses on evaluating the effectiveness of Nike's "A Feel For Every You" campaign in the digital field, particularly how it establishes personal and emotional bonds with the target audience. This kind of connection is expected to increase brand awareness and deepen people's interest in Nike products and its concept of self-empowerment and physical positivity. This study employed a hybrid approach combining quantitative emotion analysis and qualitative thematic analysis to understand the movement's impact comprehensively. The analysis of YouTube comments shows that the event successfully stimulated positive emotions, such as motivation and satisfaction, while effectively conveying inclusive messages. The title of the event is appropriate because it resonates deeply with the target audience, strengthens emotional connections, increases brand awareness, and cultivates positive associations. Most online discussions revolve around the authenticity of this movement and its relevance to critical social issues such as diversity and inclusivity. In addition, the study also explored the interaction between personalized marketing and consumer attitudes and pointed out the activity's success in emotionally attracting audiences. Although some criticisms have been acknowledged, genuine brand representativeness is strongly recommended to be developed to minimize potential backlash. The study ultimately delved into how personalized marketing techniques affect consumer behaviour, providing recommendations for improving future marketing strategies.
Keywords
This study focuses on evaluating the effectiveness of Nike's "A Feel For Every You" campaign in the digital field, particularly how it establishes personal and emotional bonds with the target audience. This kind of connection is expected to increase brand awareness and deepen people's interest in Nike products and its concept of self-empowerment and physical positivity. This study employed a hybrid approach combining quantitative emotion analysis and qualitative thematic analysis to understand the movement's impact comprehensively. The analysis of YouTube comments shows that the event successfully stimulated positive emotions, such as motivation and satisfaction, while effectively conveying inclusive messages. The title of the event is appropriate because it resonates deeply with the target audience, strengthens emotional connections, increases brand awareness, and cultivates positive associations. Most online discussions revolve around the authenticity of this movement and its relevance to critical social issues such as diversity and inclusivity. In addition, the study also explored the interaction between personalized marketing and consumer attitudes and pointed out the activity's success in emotionally attracting audiences. Although some criticisms have been acknowledged, genuine brand representativeness is strongly recommended to be developed to minimize potential backlash. The study ultimately delved into how personalized marketing techniques affect consumer behaviour, providing recommendations for improving future marketing strategies.
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Cite this article
Li,H.;Yan,X.;Zhang,J. (2025). Exploring the Impact of Personalized Advertising: Analyzing Nike's 'A Feel For Every You' Campaign Through YouTube Audience Reactions. Communications in Humanities Research,68,45-54.
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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 3rd International Conference on Interdisciplinary Humanities and Communication Studies
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