The impact of social media for building brand image - A case study of Adidas

Research

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?