Social media (SM) strategies have gained major importance for the retailers in the last decade. The effective use of SM channels for marketing purposes leads to valuable information and insights about markets. However, many managers still fail to understand the importance of the possibilities of SM usage for strengthening brand perception. This might be due to the lack of commonly agreed SM success factors in academic research.
The purpose of this paper is to discuss SM success factors and to evaluate how the two world leading sports brands NIKE and adidas follow the application of the discussed success factors.
Based on a literature review, the authors summarized the most commonly discussed SM success factors. Data collection was conducted in a consecutive, two step approach, first extracting relevant data from the annual reports, and then withdrawing data from the companies SM channels through text mining.
The data was then analysed according to the success factors summarized from academic literature. Also NIKE’s and adidas’ accomplishments in achieving their goals set in the annual reports on SM were examined.
adidas achieves a higher success rate than NIKE in laying out their SM strategy. Both adidas and NIKE cannot entirely live up to their ambitions, underperforming on SM in practice.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Purpose
- Outline of the study
- Literature review
- SM strategy target audience
- SM channel choice
- SM strategy goal / purpose
- SM content monitoring
- Brand image & reputation impacted by SM communication
- Interaction between organizations and consumers on SM
- Frame of reference
- Research gap
- Research questions
- Methodology
- Research Approach and Research Design
- Data Sources and Sampling
- Operationalization
- Data Collection
- Data Analysis Method
- Content Analysis
- Data Analysis Tool - Leximancer
- Data Analysis and Results
- Data Analysis of the Annual Reports of adidas and NIKE
- SM Strategy Target Audience
- SM Channel Choice
- SM strategy goal / purpose
- SM content monitoring
- Brand image & reputation impacted by SM communication
- Interaction between organizations and consumers on SM
- Data analysis of the SM channels - adidas
- Brand image & reputation impacted by SM communication
- Interaction between adidas and consumers on SM
- Data analysis of the SM channels - NIKE
- Brand image & reputation impacted by SM communication
- Interaction between NIKE and consumers on SM
- Data Analysis of the Annual Reports of adidas and NIKE
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to explore the success factors of social media (SM) strategies and evaluate how the world leading sports brands NIKE and adidas apply them in practice. The research is based on a thorough review of academic literature, examining the SM strategies outlined in annual reports and analyzing data gathered from the companies' SM channels using text mining techniques.
- Analyzing the application of social media success factors in practice.
- Evaluating the effectiveness of social media strategies implemented by NIKE and adidas.
- Identifying key differences in the social media approaches of the two brands.
- Examining the relationship between social media strategies and brand perception.
- Contributing to the understanding of the impact of social media on business performance.
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The paper introduces the research topic, highlighting the increasing importance of social media strategies for retailers. It discusses the need for a better understanding of SM success factors to improve brand perception. The research aims to evaluate the application of SM success factors by NIKE and adidas.
- Literature review: This chapter presents a comprehensive overview of existing research on SM strategies. It explores key aspects such as target audience, channel selection, strategy goals, content monitoring, brand image management, and consumer interaction.
- Frame of reference: This chapter defines the research gap and presents the research questions driving the study. It identifies the need for empirical analysis to assess the effectiveness of SM strategies in real-world contexts.
- Methodology: This chapter outlines the research approach and design, including data sources, sampling methods, operationalization, data collection procedures, and data analysis techniques. It explains the use of annual reports and text mining to gather and analyze data from the companies' social media channels.
- Data Analysis and Results: This chapter presents a detailed analysis of the data collected from the annual reports and social media channels of NIKE and adidas. It assesses the implementation of SM success factors based on the findings from the literature review.
Schlüsselwörter (Keywords)
The research focuses on the application of social media strategies in practice, specifically examining the success factors for social media marketing. It explores the case studies of NIKE and adidas, analyzing their social media strategies, brand image management, and customer engagement. The study utilizes methods like text mining and content analysis to extract insights from social media data and annual reports. Key concepts include social media strategy, social media success factors, brand image, consumer interaction, text mining, and content analysis.
- Quote paper
- Anna Lena Bischoff (Author), 2017, Validating the social media strategies of adidas and Nike on Facebook and Instagram, Munich, GRIN Verlag, https://www.grin.com/document/354477
