The impact of social media for building brand image - A case study of Adidas
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This research analyzes the impact of social media for building brand image and reputation. It focuses on Adidas as a case study and recommends different social media marketing strategies for the company.
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Table of Contents CHAPTER 1 INTRODUCTION....................................................................................................3 CHAPTER 2 LITERATURE REVIEW.........................................................................................5 Concept of social media marketing..............................................................................................5 Different ways of social media marketing used in organisation..................................................5 Role of social media in building brand reputation and image.....................................................6 CHAPTER 3 RESEARCH METHODOLOGY.............................................................................8 CHAPTER 4 FINDINGS..............................................................................................................11 Concept of social media marketing............................................................................................11 Different ways of social media marketing used in organisation................................................11 Role of social media in building brand reputation and image...................................................12 CHAPTER 5 CONCLUSION and RECOMMENDATIONS.......................................................13 REFERENCES.............................................................................................................................14
Topic of the research – The impact of social media for building brand image CHAPTER 1 INTRODUCTION Research Background Social media is said to be a technology that is based on computer and helps in sharing or exchanging thoughts, ideas, information and opinions by using virtual networks as well as communities. This platform has significance in allowing an individual or an organisation to reach to its potential customers in order to enhance market share as well as productivity within the business(Canovi and Pucciarelli, 2019). The impact of social media in building brand image is a very crucial aspect because through this kind of platform, customer base can share their opinions as well as voice. By using various social media platforms, organisation has different approaches in order to interact with its targeted audience. Company Background Within this research, Adidas is an organisation that is taken into consideration in order to assess different aspects of this research. The respective organisation was founded in the year 1949 by Adolf Dassler and it was founded and headquartered in Herzogenaurach, Bavaria. It is a multinational company which is based in Germany and manufactures as well as designs clothing, shoes and other related accessories. The company is considered as the largest manufacturer of Sportswear within the Europe and is second largest throughout the world after Nike. Adidas is the holding organisation for Adidas Group that includes Reebok Company of Sportswear, Runtastic which is an Austrian fitness technology organisation and many more(Hanaysha, 2021). The company has also brought innovation within its existing shoe products as it has introduced Sneakers and gear, cutting-edge Sportswear, etc. Research aim–To analyse the impact of social media for building brand image. A case study of Adidas. Research objectives – To understand the concept of social media marketing To assess different ways of social media marketing used in organisation To evaluate role of social media in building brand reputation and image
Research Questions – What is social media marketing Explain different ways of social media marketing used in organisation What is the role of social media in building brand reputation and image?
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CHAPTER 2 LITERATURE REVIEW Concept of social media marketing From the viewpoint of Gary Henderson (2020), social media has considered as an essential element of the strategies of digital marketing for the organisation and various brands of all sizes. The power of social media requires that an individual or an organisation should remain updated with its ever-changing landscape. The effective strategies that were used by the company few time ago will not generate the same level of output because of the changes in the behaviours of the consumer, social media platforms and many more(Ibrahim, 2022). The purpose of social media is mainly to develop a brand and along with it enhancing the visibility of the brand. Social media extends an amount of exposure that is received by abrand and drives the traffic and also facilitates in increasing customer loyalty. An organisation like Adidas having a strong presence of social media permits a brand in developing its business and also helps in declining the cost of marketing along with improving the sales operations. Another impact of social media on developing brand reputation is that it offers market insight to the business which can be used by it in improving its brand image. This computer-based technology not only facilitates the organisation in interacting with their potential market share in a more sincere as well as engaging manner, but also permits the company in giving a call-to-action facility to its market base and along with it, this also helps in reinforcing deep connections with them towards the brand. This kind of tool provide assistance to a business in chasing competitive advantages over the competitors that are available in the market place(The Importance of Social Media Marketing, 2022). Different ways of social media marketing used in organisation According to the views of Haylee Reed (2022), the days of billboards and magazines have gone that are used in advertising the products and services of the organisation. The technological world of content as well as digital marketing is now growing at a rapid rate. There are various kinds of social media marketing strategies that are having their own strengths and weaknesses. Some of the social media marketing types are discussed as under: Photo advertisements:Such kind of advertisements can be seen on the news feeds, banners and sidebars. They are considered as a little bit easier in creation as compared to other advertisements such as stories and videos. In this kind of social media marketing,
an individual or an organisation is to ensure that the photos are of superior quality. Photo advertisements are really great for developing the brand awareness. Video advertisements:This is another type of social media marketing that is used by many of the organisations as half of the users of social media watch full video if it is under a duration of one minute(Pacauskas and et.al, 2018). Social media platforms like Facebook,Instagrampermitsthebusinessesincreatingsmall,loopingvideo advertisements that ca be used by the users in viewing the video advertisements in a quick way. In this way, video advertisements facilitates an organisation in interacting with potential customer base while scrolling through their feed. Stories advertisements:This type of social media marketing helps an organisation in such a way that the users who view the stories advertisements for buying the products and services of the company visit to the website of the organisation. Instagram is one of themostcommonsocialmediaplatformwheretheusersviewstoriesregarding purchasing of products and services of the company. In this way, it facilitates the company in building its brand image within the market place(Navigating Social Media Advertising, 2022). Role of social media in building brand reputation and image As per the thought of Emily Pribanic (2020), Social media is crucial for organisations in building their brand and plays a significant role in making meaningful connections with the targeted audience through online mode. Businesses that are using social media for interacting with their target base gets more favourable feedbacks regarding their brand. The role of social media in developing brand is very important because with the help of social media, all the customer base can share their opinion and voice. Through different platforms of social media, organisations have multiple ways in order to connect with their consumers. Another main role of social media is that it also humanizes the brand through permitting the organisations in responding to the problems of customers, their feedbacks and the comments. It enhances the amount of exposure that is received by the company and extends the level of traffic. The concept of social media allows the organisations like Adidas in building more purposeful as well as meaningful relationships and along with it, this also helps in knowing the future market share in a better way. The another significant role of social media in building the brand image or reputation is that it facilitates an organisation in getting engaged with its customer base and
identifying what public is saying regarding the business. This really helps the company in developing positive brand value within the market place. Social media plays a role of attracting a largenumberofpotentialcustomersoftheorganisationthroughdifferentplatformslike Facebook, Instagram and many more that are used by the general public. It also provide assistance to the business in reducing the entire cost of marketing as social network are considered as a cost-effective way for getting the business in front of the existing market share as well as potential customers(Role of Social Media in Brand Building, 2020).
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CHAPTER 3 RESEARCH METHODOLOGY Research Methodology is a process in which the data or information of a specific research is collected, arranged as well as analysed for framing better business decision. There are different elements of research methodology and these are described as follows in context of current investigation: Research Philosophy:It is defined as a faith regarding the way in which information associated with event should be used, collected and evaluated. There are two types of research philosophy and these are interpretivism as well as positivism. Interpretivism philosophy refers to range of theoretical outlook that declares the process in which an individual can gain the knowledge of the world(Park, Im and Kim, 2020). Positivism philosophy is concerned with facts as well as experiences gained through observations. Within existing research, positivism philosophy is used by the researcher because it helps it in gaining the factual knowledge regarding research topic and also shows trends and patterns of consumer.
Research Approach:This process includes steps of broad assumptions for the detailed process of data collection, analysing and conducting. There are two main variants in research approach and these are deductive as well as inductive. Deductive approach generally guides the data collection and analysis of the existing research and starts with a theory-driven hypothesis. Inductive approach begins with a research query as well as collection of verifiable information used to create hypothesis and query(Salem and Salem, 2021). As per the current research, deductive research approach is used by the investigators because it helps in explaining the casual relationships between the variable and concepts. It also helps the researcher in getting straight to the point and therefore can be time-saving for it. Research Strategy:It helps in researching the environment of business in which it is operating and includes various strategies like experiment, action research, qualitative, quantitative, case study, grounded theory, archival research, etc. Within present research, qualitativeresearchstrategyisbeingusedbytheresearcherbecauseithelpsin concentrating on acquiring a lot of information that is possible from a comparably small size of sample. This also enables the people in expressing themselves while giving information and is more flexible as compared to quantitative approach. Choice of methods:This element is based on the selection of method to give solutions to the problems of research that is conducted by investigators. It consists of three main components and these are qualitative, quantitative and mixed methods. In this existing research, qualitative method is used by the researcher because it helps in concentrating on key parameters of gathering information with effective sources. Time horizons:This is considered as time-based parameter that decided the time taken by an investigator in order to complete a research(Tuten, 2020). For developing as well as formulating major investigation related to social media, it is significant to concentrate on qualitative research. Data collection and analysis:It is the last stage of research methodology and at this stage, investigator has to collect effective information for research which is an important step for developing practices that are based on data. Data analysis is also crucial for drawing interpretations in relation to specific information within a defined period.
CHAPTER 4 FINDINGS Concept of social media marketing From the above research, it is evaluated that social media has impacted the reputation or image of the brand and also created various growth as well as expansion opportunities for the organisations. In order to enhance the brand image or reputation, it is very significant to consider different types of social media marketing. The main aim of social media is to build a brand as well as enhancing the visibility of the company(Wong and et.al, 2020). Adidas has strong brand value within the market place and is having a strong presence of social media that helps the respective company in building its reputation and also facilitates in reducing marketing cost. This results in improving the productivity, efficiency as well as profitability within the organisation. Different ways of social media marketing used in organisation There are different ways of social media marketing that are used by the companies in order to enhance its brand value within the market place. Some of the types of social media marketingincludesphotoadvertisements,videoadvertisements,storiesadvertisements, messenger advertisements and many more. Organisations use various social media platforms in order to promote and advertise their products within the market place. It helps them in capturing a large number of potential customers and thereby enhance the market share of the company. Adidas is using various channels of social media marketing that helps the company in answering the queries of their customer-base, sharing the photos of supporters and keeping updated them on the new or latest products(Adidas Marketing Strategy, 2022).
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Adidas has social media profiles on all the basic platforms like Instagram, Twitter, Facebook, LinkedIn, Youtube, Pinterest and Tiktok in order to promote and advertise its products among its market share for increasing customer-base and positive brand image. Role of social media in building brand reputation and image From above research, it is interpreted that social media has played a vital role in an organisationinpromotingandadvertisingitsproducts(YadavandRahman,2018).The companies are using different types of social media marketing that helps the company in building its brand value or reputation within the market place. The major role of social media within Adidas is to create separate social media pages for the differentiated products which are targeted for the various people.
CHAPTER 5 CONCLUSION and RECOMMENDATIONS CONCLUSION AND RECOMMENDATION From above discussion of the research, it has been concluded that social media is a key element within a business that helps in enabling the company in creating as well as sharing the content or for participating in the social networking. It is essential for Adidas to indulge more into social media marketing strategies so that goals can be attained properly(Zahay, 2021). This is an effective tool that helps Adidas to build reputation and image. There are following ways that are recommended for Adidas – This company must work upon increasing direct Traffic to website as it will help to enhance the number of customer base(Zhong, Shapoval and Busser, 2021). Adidas is advised to gain Customer Insights because in this manner it is easy to know more about needs of customers. Adidas must drive Sales by Increasing Brand Awareness and Fostering Brand Loyalty REFLECTION I have effectively completed this research work. This has helped me to analyse what actually is social media role in Adidas. This research has helped me to increase my research skills. This has also made me understand the importance of time management and team building. While conducting this research, I have used secondary methods for collecting information and data. It is seen that social media strategies are learnt through this research. This has made me understand the effective e way for enhancing the ways through which Adidas can make more profit and money. At the initial stage of research, I feared that I will not be able to complete the research work. But gradually, it was seen that there are different research methodologies used while completing the project effectively. It is seen that I have learnt a lot through this research. There are several ways which have helped me to understand analysis of social media strategies within Adidas. Moving along in the research project the next stage tablet where I utilised my communication skills and time management skills for or collecting the primary data. I have developed my communication skills and evaluated that they have improvised a lot while this research work.
REFERENCES Books and Journals Canovi, M. and Pucciarelli, F., 2019. Social media marketing in wine tourism: winery owners’ perceptions.Journal of Travel & Tourism Marketing.36(6). pp.653-664. Hanaysha, J. R., 2021. Impact of price promotion, corporate social responsibility, and social media marketing on word of mouth.Business Perspectives and Research.9(3). pp.446- 461. Ibrahim, B., 2022. Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination.Journal of Promotion Management.28(1). pp.60-90. Pacauskas and et.al, 2018. Harnessing user innovation for social media marketing: Case study of acrowdsourcedhamburger.Internationaljournalofinformationmanagement.43. pp.319-327. Park, M., Im, H. and Kim, H. Y., 2020. “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands.Journal of Business Research.117.pp.529-542. Salem, S. F. and Salem, S. O., 2021. Effects of social media marketing and selected marketing constructs on stages of brand loyalty.Global Business Review.22(3). pp.650-673. Tuten, T. L., 2020.Social media marketing. Sage. Wong and et.al, 2020. Mobile social media marketing: a new marketing channel among digital natives in higher education?.Journal of Marketing for Higher Education, pp.1-25. Yadav, M. and Rahman, Z., 2018. The influence of social media marketing activities on customer loyalty: A study of e-commerce industry.Benchmarking: An International Journal. Zahay,D.,2021.Advancingresearchindigitalandsocialmediamarketing.Journalof Marketing Theory and Practice.29(1). pp.125-139. Zhong, Y., Shapoval, V. and Busser, J., 2021. The role of parasocial relationship in social media marketing:testingamodelamongbabyboomers.InternationalJournalof Contemporary Hospitality Management. Online: RoleofSocialMediainBrandBuilding,2020[Online]Available Through:<https://www.digitalmarketing.org/blog/the-importance-of-social-media- marketing NavigatingSocialMediaAdvertising,2022[Online]Available Through:<https://www.bigcommerce.com/blog/social-media-advertising/#types-of- social-media-marketing> TheImportanceofSocialMediaMarketing,2022[Online]Available Through:<https://www.techfunnel.com/martech/role-social-media-brand-building/> AdidasMarketingStrategy,2022[Online]AvailableThrough:< https://www.socialinsider.io/blog/adidas-social-media-strategy>
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