Nike's Social Media Promotion: Consumer Purchasing Behavior Analysis

This literature review examines the impact of social media promotion on consumer purchasing behavior, focusing on Nike. It begins with an introduction to the concept of social media promotion and its importance for businesses, followed by an overview of consumer purchasing behavior and the factors that influence it. The review then explores the ways in which social media promotion can enhance consumer purchasing behavior, including increased brand awareness, improved customer engagement, and real-time performance analysis. The study analyzes the effectiveness of social media platforms in reaching target markets and providing insights into consumer preferences. It also considers the impact of various factors such as marketing campaigns, economic conditions, and personal preferences on consumer buying decisions. Overall, the review aims to provide a comprehensive understanding of how social media promotion influences consumer behavior in the context of a major brand like Nike.

Literature review

Table of Contents
LITERATURE REVIEW................................................................................................................3
Concept of social media promotion of an organizational product and service......................3
Concept of consumer purchasing behaviour..........................................................................4
Factors related to consumer purchasing behaviour................................................................6
Impact of social media promotion for enhancing with the consumer purchasing behaviour.7
REFERENCES................................................................................................................................9

LITERATURE REVIEW
A literature review is considered to be a scholarly paper with the help of which the current
knowledge and understanding of any topic is presented. In this substantial findings of the
research, along with theoretical and methodological contribution on a particular topic is taken
into consideration. Literature review is considered to be the secondary sources for the research so
undertaken by the researchers and investigators. For preparing this search and evaluation is done
for the literature on the topic of the research. It is important for investigator which is given
below:
 With the help of this the originality and relevance of the research problem can be
identified.
 The literature review enables to justify the proposed methodology for the research.
 Also it exhibits the preparedness of the researcher for completing the research.
The aim of this research is to determine the impact of social media promotion on the buying
behaviour of the customers of Nike and to support this research is undertaken. On the basis of the
various objectives of the research the literature review is prepared for the project.
Concept of social media promotion of an organizational product and service
According to David Vicks, it is important for the business to create their own websites and to
consider various social media for advertising their products and services because of increasing
use of various such platforms by the customers (Role of Social Media Marketing in Business,
2015). By way of various social media platform an organisation can take competitive edge as
with this they can directly hit their target market and can interact with them. Nowadays mostly
all the organisation adopts some of such platforms as it offers them various advantages such as it
facilitate interactions such as on the basis of their post the companies can identifies their needs
and wants which enables them to formulate various marketing strategies; it improves the degree
of responsiveness because it facilitates receiving and providing the feedbacks regarding the
problems so faced by the customers and for the product & services that they have been offerings;

the platforms such as LinkedIn, Twitter, Facebook are the better platform for an effective
marketing of the product and services as the customer spend a lot of their on such platforms, also
it will not make them feel like overwhelmed by their marketing campaign; The creativity in the
advertisement on the social media platform has the ability to attract the customers and to gain the
popularity because the youth take things seriously and due to their sharing of the advertisement,
the objectives can be achieved efficiently (Hollensen, Kotler and Opresnik, 2017).
According to Tony Kihl, social media is becoming a wide organisation that has changes
the perspective of the working style of the people and the attitude of the customers. With the
emerging trends the companies completely rely upon these platforms for creating awareness
among the customers and their target market. This offers significant advantages to the company
such as it allows the companies to promote the brand which improves brand awareness as with
this visibility becomes so often. It is cost effective strategy for the companies as with the help of
this they reach to large number of customers for marketing their product and services by
incurring minimum or no cost. Apart from all this, the major advantage to the company is that
they can educate their customers by sharing articles and helpful videos which is not possible
from other promotional tools. This enables them to connect to their customers and make them
understand the use of their product for them. The other relevant benefits to the company include
improved customer satisfaction as they have better knowledge about the offerings of the
company. Customers engagement can be enhanced when an organisation consider social media
platforms for promoting their products and this enable them to identify the needs and wants of
the customers which they take into consideration while development their offerings (Impact of
Social Media to Consumer Buying Behavior, 2019).
The social media advertising enables the organisation in real time analysis of the
performance as with the help of this they can analyse whether their advertisement is working or
not on the basis of the reactions of the customers on the posts, blogs, videos so posted on various
platforms. The promotion of the product and services can be made creative as they can use
visuals to grab the attention of the target market, can measure the efforts with the help of various
tracking internal tools of social media platform such as Facebook Page Insights along with
various external tools such as Google Analytics for measuring the social media activity of the
company.

Concept of consumer purchasing behaviour
According to Jordan Ehrlich, consumer buying behaviour refers to various actions that
are taken by the consumers before making any purchases. The process of making purchases
includes various steps through which a consumer has to pass through. Their decisions of the
consumers are influenced by various actions so taken by the company, their family members and
other related person who can has ability to influence the perception and the mindset of the
person. The retailers put a lot of efforts to convince the customer for some specific products as
per their needs and wants and they take all the information about the product and their
alternatives available in the market. The process of buying behaviour of the customer includes
various steps such as they firstly determine the need of the product and on the basis of which
they gather the information about the products available in the market. After gathering
information of all the alternatives they evaluate all the options as per their needs and the
resources available to them. Then they take the purchase decisions after making necessary
research in context of the product. The decisions of the customers are influenced by various
factors which include cultural factors, social factors, personal factors and psychological factors.
The cultural factors define the nationality of the person and the religion they belongs to and this
has impact on their buying behaviour because this develops various beliefs in the people upon
which their decisions are dependent. Social factors include the people who have the most
influencing powers as they are family members, friends, income, social media etc. Personal
factors are related with the interest of an individual and their opinions which has impact on the
decision making and this includes age, gender, culture etc. whereas the psychological factors
includes the perception, mindset, attitude and behaviour of the employees which directly affects
their decisions (Hyder, 2016).
It is important for the market to understand the buying behaviour of the customers as o the basis
of this they can plan their strategies and actions. By studying the behaviour of the customer the
marketers can determine how they can present their offering before the customers so that they
can generate better impact on the customers. Along with this it will enable them to keep their
customers engage with them and convert the prospects in customers. The analysis of the
customer buying behaviour facilitate the companies to understand that what the customer think
about their products and their perception about the alternative products; what factors influences
the customers most to select one out of various alternatives; how the consumer behaves when

they are in the stores for making purchases; how and to what extent the environment of the
customers influences their behaviour (Consumer Buying Behaviour, 2020).
The marketers while considering the purchasing behaviour of the customer they also have
to take into consideration the different types of customers as with the help of this they can
determine how a particular customers will react and behave in different situation. Along with this
they have to consider different types of buying behaviour such as routine response which
includes decision making for the general merchandise and purchases of the basic necessity etc.
while the other is limited decision making in which the options available to the customer are
limited due to limited resources i.e., budget etc. Extensive decision making behaviour includes
searching for more and more information about the products and services along with alternatives
whereas impulsive buying behaviour is the one in which decisions are taken without any
conscious planning. For different product different types of buying behaviours are faced by the
marketers due to which they have to formulate different policies for different customers.
Factors related to consumer purchasing behaviour
According to Asifo Shah, the behaviour of the consumer includes various steps such a
selection, evaluation and purchase of the goods and services. Before making a purchase the
consumer has to go through various steps so that they can select better good to satisfy their
needs. While making the purchase decision the consumers determine the availability of various
resources such as time, money along with various factors that are important to take into
consideration and many more. This depends upon the nature of the product that they want to
purchase and due to this reason there are different buying behaviour of the consumers which are
important to understand by the marketer. Various factors that affect the buying behaviour of the
customers are marketing camping, economic conditions, personal preferences, group influence
and purchasing power. The marketing campaign is done on a regular basis which enables the
customer to realise the need of that particular good as they are undertaken by the marketers on
regular interval that reminds the customers of the particular product (Factors affecting
Consumers Behaviour, 2019). This influence the decision making of the customer as their focus
is shifts from one product to another. Another factor is an economic condition which is very
crucial as consumers spending are affected by the prevailing economic environment especially
for goods such as vehicles, houses and other necessary household appliances. Due to positive
economic condition consumer tends to make purchases irrespective of their financial liabilities.

The buying behaviour of the customers is significantly affected by their personal preferences
which include their like, dislike, perceptions, mindset and their preferences. In case of purchases
for the items such as food, clothes, personal care products this factor highly affects the purchase
decision of the customer. Apart from this, the social belonging and the group of an individual
also has an influence on the decision making process as they take suggestions from them before
making a purchase decision. The people that are included in the group all the family members,
friends, immediate relatives and other acquaintances. The ability to make a purchase is another
important factor that affects the buying behaviour as the customer has to analyse their purchasing
power before taking any decision to buy any product or service. A product can be useful for them
but they may not have the capacity to buy it and this is a very common factor that influences the
decision making process. For the marketer, it is very important to consider the impact of all such
factors on the consumers for their product because the behaviour of the customer varies from
product to product. Various other factors must also be taken into consideration by the markets
that affects the decision making process such as cultural factors which reflects the religion,
nationality, location of the people as they develop a belief in them on the basis of which they
make all of their decisions (Sangroya and Nayak, 2017).
Impact of social media promotion for enhancing with the consumer purchasing behaviour
According to Rob FitzGerald, the social media has changed the perspective of the
marketing and the way in which it was done. This has improved the marketing communication
process of the organisations with the customers. With the changing business environment the
customers are becoming more powerful due to which they initiate and drive a change in the
entire buying behaviour process. The use of social media for promoting the products and services
by the company is a cost effective way with the help of which they can easily improve the brand
loyalty and can improve the satisfaction level of the customers (Tuten and Solomon, 2017). The
social media marketing enables them to get better insights of the marketplace thus make them
capable for formulating strategies as per the market requirement. The customer these days spend
a lot of time on different social media platforms due to which the companies shares information
about their offerings to the customers. This enables them to have brand related interaction with
the customers and an exposure to the marketing campaign with which they can target a large
number of people with minimum efforts and cost. The emerging trends on social media of

sharing and following make the customers active participants in marketing activity of the
company and thus it affects and influences the decision making process of the customers.
With the increasing use of the social media platform the buying behaviours of the
customers changed as they now take referrals online before making any purchase, they browse
various social media channel when they want to make any purchases and look after what has
been posted by the company regarding their new offerings. Most of the purchases of the
millennial are influenced by the social media as they go through the reviews of the others who
have already used such product. As the companies post about their products and services on all
the social media platforms such as Facebook, Twitter, Instagram etc. due to which the millennial
uses all the digital channels to identify what all changes are taking place in the products and
services along with what are their benefits to the customers. On the basis of the article it is
identified that these days customers spend more time to engage themselves with the brand and if
they get respond from the company then they tends to spend more on the product and services of
that particular company (The importance of social media for organisation, 2018).
The buying behaviour of the customer has changed as they now focuses upon the review
of various people rather than taking feedbacks and suggestions from the people of their social
groups. Along with this the connections can be established by the people with others and with
the help of which they get to know about others and how they take their decisions. The social
media presence of the brand enables the customers to be loyal about the brand and to compare
their product with others so that they can take better decisions (Waheed and Yang, 2018).

REFERENCES
Books & Journals
Hollensen, S., Kotler, P. and Opresnik, M.O., 2017. Social media marketing: a practitioner
guide. Opresnik Management Consulting.
Hyder, S., 2016. The zen of social media marketing: An easier way to build credibility, generate
buzz, and increase revenue. BenBella Books, Inc..
Sangroya, D. and Nayak, J.K., 2017. Factors influencing buying behaviour of green energy
consumer. Journal of Cleaner Production. 151. pp.393-405.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Waheed, A. and Yang, J., 2018. The impact of mobile marketing on online consumer buying
behaviour: empirical evidence from Pakistan. International Journal of Mobile
Communications. 16(6). pp.624-643.
Online
Role of Social Media Marketing in Business, 2015. [online] Available through:
<https://www.socialmediatoday.com/social-business/role-social-media-marketing-
business>
The importance of social media for organisation, 2018. [online] Available through:
<https://strategicsocialmedialab.com/the-importance-of-social-media-for-
organizations/>
Consumer Buying Behaviour, 2020. [online] Available through:
<https://www.demandjump.com/blog/what-is-consumer-buying-behavior >
Factors affecting Consumers Behaviour, 2019. [online] Available through:
<https://productmanagement.buzz/index.php/2010/07/27/factors_affecti/ >
Impact of Social Media to Consumer Buying Behavior, 2019. [online] Available through: <
https://connextdigital.com/how-social-media-impact-consumer-buying-behavior/ >