The brand image of Nike through its social networks : analysis of Nike's Twitter, Instagram and Facebook social networks and of how teenagers and young adults perceive Nike and its social networks

Details

Supervisors

Sylvie De Cock

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue

Abstract

Nowadays, social networks have become for companies, whether large or small, a place where it is essential to be present. Indeed, in the digital age we live in, many consumers have an account on at least one of the trendy social networks, especially young people who have been immersed in this ultra-digitalized era since they were born. One of the objectives for a brand is therefore to use these platforms to capture the attention of individuals, discuss with them, build a positive image, and attempt to convince them to choose their products or services. However, it goes without saying that it is not enough to be present on these social networks, but it is a matter of implementing the most effective strategies to stand out from the crowd. In the context of this dissertation, the case of the Nike brand will be analyzed. The objective is to determine the main digital strategies implemented by the “Swoosh” brand through its Nike and Nike Football accounts on the social networks Twitter, Instagram and Facebook. Furthermore, an online survey targeting young people between 12 and 30 years old will analyse how they perceive the brand and its communication on social networks.