TABLE OF CONTENTS

CHAPTERS CONTENTS

CHAPTER 1 INTRODUCTION

CHAPTER 2 LITERATURE REVIEW

DATA ANALYSIS AND

INTERPRETATION
CHAPTER 3

FINDINGS, SUGGESTIONS
AND CONCLUSION
CHAPTER 4

CHAPTER 5 BIBLOGRAPHY
Impact of social media on product promotion and advertising

CHAPTER 1

INTRODUCTION

Introduction:

In today's digital age, social media is not just a tool; it is a revolutionary

force that has reshaped industries and consumer behavior on a global
scale. For businesses, it has become an indispensable platform for
promoting products, enabling companies to reach audiences at an
unprecedented scale. From the rise of influencers to the explosion of
targeted advertising, social media’s impact on product promotion is
undeniable, offering a level of engagement, reach, and authenticity that
traditional advertising could never achieve. Social media helps in product
promotion, focusing on its unparalleled ability to drive brand visibility,
foster meaningful consumer relationships, and boost conversions.

NOW WHAT EXACTLY IS SOCIAL MEDIA?

Social media refers to those online platforms and technologies that allow
users to create, share, and exchange content, communicate with others,
and participate in social networking. These platforms enable users to
interact with one another through text, images, videos, and other
multimedia formats. Some well-known social media platforms include
Facebook, Instagram, Twitter, LinkedIn, Snapchat, and YouTube.

Social media has revolutionized the way products reach consumers,

turning platforms into powerful engines of influence. With its ability to
create instant engagement, build authentic connections, and amplify
brand visibility, social media is now the key to driving product awareness,
fostering trust, and converting followers into loyal customers. In a world
where attention is currency, the impact of social media on promoting
products is unfathomable.
WHAT ARE THE DIFFERENT WAYS BY WHICH ONE CAN PROMOTE
OR ADVERTISE A BRAND OR A PRODUCT?

To pin it all down, there are various strategies to effectively promote a

product, depending on the audience, budget, and goals, they are as
follows:

i. Utilization of platforms like Instagram, Facebook, TikTok, and

Twitter to reach a large audience by creating targeted ads and
collaborating with influencers to create buzz.

ii. Create valuable, engaging content like blogs, videos, or

infographics to attract and inform your audience about the
product.

iii. Partner with influencers or industry leaders who have a following

to promote your product to their audience.

iv. Optimize your website and product pages for search engines to
increase visibility when potential customers search for related
terms.

v. Organize promotions that encourage user participation, sharing,

and engagement, often in exchange for product samples or
discounts.

vi. Offer incentives for current customers to refer new customers,

such as discounts, free products, or rewards.

vii. Encourage satisfied customers to leave reviews or testimonials,

as social proof can influence buying decisions.

viii. Attend or host events where you can showcase your product
directly to an engaged audience.

ix. Collaborate with complementary brands or businesses to cross-

promote products to each other’s customer bases.

x. Offer free samples or trials to let potential customers experience

the product before buying.

WHO ARE THE POTENTIAL USERS OF SOCIAL MEDIA?

 When it comes to marketing, social media users can be segmented
into several key groups:

 Influencers are pivotal, as their large, engaged audiences can help

brands reach new customers through promotions and partnerships.

 Content creators also play a vital role, producing high-quality

material that brands can leverage for greater visibility.

 Consumers use social media to discover products, read reviews, and

make purchasing decisions, often interacting with branded content
or advertisements.

 Sharers amplify marketing efforts by distributing posts, deals, and

campaigns to their networks, helping content go viral.

 Commentators and socializers offer valuable feedback and

discussions that can generate buzz around a product or service.

 Finally, trend followers are crucial for brands looking to capitalize on

viral content, while loyal customers support for their favorite
products, spreading positive word-of-mouth and reinforcing brand
loyalty.

 These different types of users create a dynamic marketing

landscape on social media platforms.

1. Scope of the study:

 In this group project, we will focus on how social media

impacts the field of brand and product promotion.

 Here, for our study, we are analysing brands which grew

more in market capital and size thanks to the help of social
media.

 Our group will be targeting and studying brands which

owes a large part of its growth to social media for its help
 in brand/product advertising and promotion and
accordingly we will conduct the study based on the data.

2. Objectives of the study:

Following are the major objectives of the study:

1. To analyze consumer behavior towards social media marketing

2. To know the recent status relating to the impact of social media

marketing.

3. Assessing brand awareness and measuring how social media

marketing efforts improve brand visibility.

4. Evaluating customer engagement and analyzing the level and type

of interaction media marketing generates from users.

5. Impact on brand perception and evaluating how social media

marketing shapes customer attitudes and perceptions toward the
brand, both positively and negatively.

6. Understanding consumer behavior and investigating how social

media influences purchasing decisions, brand loyalty, and customer
preferences.

3. Nature of the study:

There are mainly two broad sources of collecting secondary data, which
our group will be using for our study, they are:

I. Published Sources:
 1. Government publications:

These are the sources where the Ministry of Central and State government
of India publish a variety of statistics in regular basis, these data are
considerably reliable.

2. Semi – government publications:

Here, municipalities publish data related to health, birth, death, education

3. Commission and committee reports:

These are the reports which are to be done by the Finance commission,
planning commission to publish statistical information.

4. Trade association publications:

Here, some trade journals or trade publications write or publish periodicals

for and by the people involving in a particular industry.

5. Government organization publications:

These are publications where government organizations like NSSO, DRDO,

CSO publish statistical information.

II. Unpublished Sources:

 Statistical data can be acquired from several unpublished

sources where the data has already been collected
beforehand.
  These sources won’t be published for the public.

 They can be used by the investigators as secondary data.

 Ex: Research work done by professor, records maintained by

companies, hospitals, schools and colleges, etc.,

4. Limitations of the study:

 Not very accurate and reliable because of it being processed

data.

 Outdated data because it is collected from third person.

 The collected data may not satisfy one’s objective.

 Sources may contain bias.

 May require time to understand the data is one may not be

familiar.

CHAPTER 2

LITERATURE REVIEW
Introduction:

A literature review is a summary and critical analysis of existing research

on a topic, and is an important part of man y research projects. It's a way
to demonstrate your understanding of a topic and how your research
contributes to the field. It is an overview of the previously published works
on a topic. The term can refer to a full or a section of a scholarly work
such as a book, or an article. A literature review is supposed to provide
the researcher /author and the audiences with a general image of the
existing knowledge about the topic under the given question.

To be precise, a literature review serves to situate the current study within

the body of the relevant literature and to provide context for the reader.

Purpose of Literature Review:

 A literature review gathers and organizes current knowledge in the

field.

 It highlights areas where more research is needed.

 It places your research within the context of previous studies and

debates.

 It compares and contrasts different studies and identifies trends,

themes, and disagreements.

 A well-done literature review justifies the need for the research being
undertaken by showing its importance in relation to what has already
been done.

 Literature reviews provide you with a handy guide to a particular topic.

If you have limited time to conduct research, literature reviews can
give you an overview or act as a stepping stone.

 For professionals, they are useful reports that keep them up to date
with what is current in the field.

 For scholars, the depth and breadth of the literature review emphasizes
the credibility of the writer in his or her field. Literature reviews also
provide a solid background for a research paper's investigation.
About Red Bull:

Red Bull is owned by Red Bull GmbH, an Austrian company co-founded

by Dietrich Mateschitz and Chaleo Yoovidhya in 1987. Mateschitz, an
Austrian entrepreneur, discovered a Thai energy drink called Krating
Daeng, created by Chaleo Yoovidhya, and the two partnered to modify it
for international markets, branding it as Red Bull.

The ownership is divided between the two families:

 Dietrich Mateschitz's estate (after his death in 2022) owns 49% of the
company.

 Chaleo Yoovidhya’s family owns 51%, maintaining the majority stake in

the business.

With a market share of 43%, Red Bull is the third most valuable soft
drink brand, behind Coca-Cola and Pepsi. Since its launch in 1987, more
than 100 billion cans of Red Bull have been sold worldwide.

Red Bull is one of the world's most valuable food and drink
brands, with a brand value of $22.15 billion as of July 2024.

Originally available only in a single nondescript flavour sold in a tall and

slim silver and blue can, called Red Bull Energy Drink, the drink
added numerous variants over time. Its slogan, "Red Bull Gives You
Wings", is considered one of the most popular and
memorable advertising slogans in the world. Rather than following a
traditional marketing approach, Red Bull has generated awareness and
created a "brand myth" through proprietary extreme sport event series
such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull
Crashed Ice and standout stunts such as the Stratos space diving project
In addition to sport series, its marketing includes multiple team
ownerships; celebrity endorsements; and music, through its Red Bull
Records label.

Redbull’s Marketing Strategy:

Red Bull’s visual branding has been a significant factor in the brand’s
success as well. Red Bull conveys the idea “we give people the energy
to do anything” through the brand’s vibrant colours, logo, and extremely
creative visual content, which includes warm and energizing hues,
intriguing experiments, and frantic shows.

Their YouTube channel is packed with thrilling stunts, action sports clips,
and branded series like "Red Bull TV." This approach makes their content
shareable and viral. On Instagram, they focus on visually appealing
images and videos of extreme sports, lifestyle imagery, and inspirational
content

Red Bull’s content covers extreme sports, festivals, and a fast-paced

lifestyle, aligning with their product’s ability to provide energy. Their
content also covers a wide variety of interests, such as music, art, dance,
and nightlife, making it accessible to a wide range of viewers on various
social media platforms. Red Bull’s messaging strategy centres on their
tagline, “Red Bull Gives You Wings,” emphasizing the idea that their
product provides people with the energy and power to pursue their goals
and desires.

The company produces content that entertains and excites rather than
just promoting the drink. They focus on extreme sports, music, and high-
energy events, which align with their brand identity of energy and
adventure. This content resonates with their audience, making Red Bull
synonymous with adrenaline and adventure. The company has beautifully
captured the social media users attention by its eye-catching graphics and
copy writing posts, which have made it more attractive and just scroll
down without checking them up. This shows their high quality & rich
content posts that are posted keeping in mind the likes of their audience.

Red Bull sponsors athletes, teams, and events in extreme sports like
Formula 1, snowboarding, BMX, and skateboarding. Through social media,
they share behind-the-scenes footage, athlete profiles, and live event
coverage, building a large, engaged following. By collaborating with
athletes, extreme sports enthusiasts, and other influencers, Red Bull taps
into the social followings of these personalities. They build organic
relationships, ensuring their brand message aligns with the lifestyles and
interests of their target audience.

References:

i. https://coschedule.com/marketing-strategy/marketing-strategy-
examples/red-bull-marketing-strategy

ii. https://www.digitalvidya.com/blog/how-red-bull-uses-social-media-
as-the-key-platform-to-build-its-brand/

About Nike:

Nike, Inc. (stylized as NIKE) is an American athletic footwear and apparel

corporation headquartered near Beaverton, Oregon, United States. It is
the world's largest supplier of athletic shoes and apparel and a major
manufacturer of sports equipment. It is one of the most recognizable
brands in the world, with a market capitalization of nearly $35 billion.
From the iconic swoosh logo to the ‘Just Do It' slogan, which has become
part of pop culture. The retail behemoth has expanded beyond the realm
of selling sportswear to position itself as a lifestyle brand.

The company was founded on January 25, 1964, as "Blue Ribbon Sports",
by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on
May 30, 1971. The company takes its name from Nike, the Greek goddess
of victory. Nike markets its products under its own brand, as well as Nike
Golf, Nike Pro, Nike+, Nike Blazers, Air Force 1, Nike Dunks, Nike Air Max,
Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Air
Jordan and Converse. Nike sponsors many high-profile athletes and sports
teams around the world.

Nike’s Marketing Strategy:

One of the key elements of Nike’s social media strategy is its willingness
to experiment with different content formats.

This includes using videos, graphics, or other types of multimedia to

showcase their products and stories. By using a variety of content
formats, Nike can keep its audience engaged in its content. Nike often
encourages its followers to share their own stories and experiences, using
hashtags (such as #nikefc, #nikewomen, and #justdoit) and other
tactics to spark conversations and create a sense of community.

Besides sharing content, Nike also uses its social media channels to listen
to its customers and respond to their comments and questions in a timely
and personalized manner. This helps them solidify their relationship with
their audience and build further trust in their products. It also shows the
brand’s commitment to customer service and helps to develop loyalty
among its audience.

Nike partners with athletes, celebrities, and influencers to reach a broader

audience. High-profile endorsements and collaborations with figures like
Cristiano Ronaldo, Micheal Jordan, LeBron James or Serena
Williams help Nike stay relevant and aspirational. These partnerships are
often amplified across social media platforms.

Nike leverages platforms like Instagram, Twitter, and YouTube to share

compelling stories that resonate with their audience. By focusing on
athletes, inspirational figures, and social causes, they create emotional
connections with users, building brand loyalty.

Nike’s integration of technology into their marketing strategies ensures

they stay relevant and engaging in a digital-first world.

The company use augmented reality (AR), mobile apps, and timely
engagement with social media trends to create a more interactive
experience.

 Launching various interactive campaigns that captivate and engage on

multiple levels

 Engage users with digital experiences that go beyond conventional

advertising. Across all platforms, from Instagram to Twitter.
Nike maintains a cohesive and recognizable visual identity. This
consistency ensures that their branding is unmistakable and memorable.

 Maintain a cohesive look to strengthen brand recognition.

 Use iconic branding to ensure instant recognition and association with

the brand’s values.

By focusing on emotional storytelling, leveraging strong influencer

partnerships, embracing user-generated content, innovating with
technology, and maintaining a consistent visual identity, they create a
lifestyle appeal that transcends the products they sell. This strategy not
only positions Nike as a leader in the industry but also as a pivotal part of
their customers’ lives. By understanding and implementing these
strategies, other brands can gain insights into building a lasting presence
in the market.

References:

i. https://keyhole.co/blog/nike-social-media-strategy/

ii. https://yoursocialstrategy.medium.com/understanding-nikes-social-
media-strategy-why-it-works-88f9cba69182

About Crocs:

In the world of fashion, trends come and go, but sometimes a brand
manages to make a remarkable comeback. One such brand that defied
the odds is Crocs. Once known for their polarizing appearance, Crocs has
made a resurgence in recent years. Crocs is a global footwear company
known for its distinctive clog-style shoes. Headquartered in Niwot,
Colorado, Crocs operates in over 90 countries worldwide, including the
United States, Canada, Europe, and Asia. With a wide range of products
catering to men, women, and children, Crocs primarily targets individuals
seeking comfortable and casual footwear options.
Crocs initially gained popularity in the early 2000s, with their unique and
comfortable clog-style footwear. However, as time went on, the brand
faced significant criticism for their unconventional design, often being
labelled as "ugly" or "unstylish."

Instead of succumbing to the criticism, Crocs decided to focus on their

core strengths and value proposition. They recognized that their
shoes provided unparalleled comfort, durability, and functionality.

Crocs’ Marketing Strategy:

Crocs sponsored influencer-created content on social media platforms.

They collaborated with influencers who had a strong following and
engaged audience, and sponsored posts where influencers would
showcase Crocs in a creative and authentic way. This strategy allowed
Crocs to tap into the influencers' established credibility and reach,
leveraging their influence to promote the brand and generate interest
among their followers.

This allowed them to tap into new markets and showcase the versatility of
their products. Collaborations with Justin Bieber, Post Malone, and
Balenciaga brought Crocs into the spotlight, attracting a younger and
trend-conscious audience. These individuals were chosen based on their
relevance to Crocs' target audience and their alignment with the brand's
values and image. Brand ambassadors would regularly feature Crocs in
their social media posts, showcasing how they incorporate the shoes into
their lifestyle and fashion choices. This partnership helped to create buzz,
increase brand visibility, and shape the narrative around Crocs as a trendy
and fashionable choice.

Crocs leveraged the power of social media to connect with their

customers and shape their brand narrative. They actively engaged with
their audience, encouraged user-generated content, and showcased real-
life stories of people enjoying their products. By cultivating a vibrant
online community,

Crocs successfully repositioned themselves as a trendy and inclusive

brand. From sandals to sneakers, the brand was looking to target the
attention of Gen Z who has become attributed to the brand’s vision. Crocs
allowed influencers and celebrities to take over their social media
accounts for a day or a specific campaign.

This strategy gave the influencers creative control over the content,
allowing them to share their experiences, showcase their personal style,
and highlight how they incorporate Crocs into their everyday lives.
Influencer takeovers provided a fresh perspective and expanded the reach
of Crocs' social media presence, while also shaping the brand narrative by
associating it with the influencers' image and lifestyle.

Crocs actively engaged with their audience on social media

platforms like Instagram, Twitter, and Facebook. They responded to
customer comments, inquiries, and feedback promptly, fostering a sense
of connection and building a community around their brand. By actively
participating in conversations, Crocs showed their commitment to
customer satisfaction and cultivated a loyal following.

References:

i. https://www.linkedin.com/pulse/vs22-triumphant-return-crocs-dan-
sixsmith-b3fte#:~:text=Leveraging%20Social%20Media
%3A&text=By%20cultivating%20a%20vibrant%20online,attributed
%20to%20the%20brand's%20vision

ii. https://www.ambassify.com/content/crocs-social-media-marketing/

About Lenskart:

Lenskart , the leading online eyewear retailer, harnessed the power of a

multi-faceted digital marketing approach. This encompassed a blend of
search engine optimization, social media advertising, and email
marketing, resulting in remarkable outcomes. Their strategy led to a
significant surge in website traffic, boosted online sales, and elevated
brand recognition. Lenskart was found in the year 2010 by Peyush
Bansal along with Sumeet Kapahi and Amit Chaudhary and was
initially called "Valyoo Technologies". It was initiated to assist
approximately one-third of the Indian population grappling with vision
problems, making quality eyewear and lenses accessible at an affordable
cost.

Lenskart’s Marketing Strategy:

What made Lenskart's strategy even more effective was their shrewd
utilization of influencer marketing and tailored promotional campaigns,
further amplifying their achievements. By prioritizing the customer
experience, Lenskart not only enhanced their online sales but also forged
a formidable brand presence in the fiercely competitive eyewear market.
2.76% of Lenskart’s engagement originates from various social media
platforms such as YouTube, Facebook, and Instagram. This translates to
nearly 2.8k monthly visitors being solely driven by advertisements on
these platforms.

Social media marketing involves promoting a business online on specific

platforms tailored to the business's needs. It is one of the most effective
marketing strategies due to its cost effectiveness , potential to convert
leads and high flexibility. Social media marketing is a budget friendly way
to create an updated and engaging online and social presence that
reflects your brand identity and value. Lenskart has a well-rounded
and engaging social media presence on YouTube with 166k
subscribers , Facebook with 1.5M followers , Instagram 668k
followers ,LinkedIn 174k followers, twitter with 30.6k followers and
WhatsApp . YouTube is one of their largest channels with a cumulative
view count of more than 3.5 million. It is responsible for 53.42% of the
total traffic , making it the largest contributor . They mostly show updates
on the latest collection, offers and unboxing videos for their YouTube
channel .They also repo st influencer content to increase their presence.
Facebook and LinkedIn occupy the 2nd and 3rd positions respectively by
contributing 19.79% and 08.83% each. With close to 174k followers on
LinkedIn, Lenskart is one of the few businesses that are appropriately
utilizing LinkedIn to reach a highly specific demographic.
 And their Facebook account
has 1.5 million followers who
engage with their content regularly.
Their Facebook content consists of updates on the latest offers and deals,
service-related information, and an aesthetic feed to reflect their brand
image. WhatsApp occupies the 4th position by bringing in 7.91% of the
traffic respectively. Therefore, we can say that social media played a big
role in its growth.

References

i. https://digitalscholar.in/lenskart-digital-marketing-strategies/%20-
%20:~:text=Lenskart%2C%20an%20online%20eyewear
%20retailer,online%20sales%2C%20and%20brand%20awareness

ii. https://www.linkedin.com/pulse/case-study-digital-marketing-strategy-
lenskart-brand-strategist-kafcf

About Zomato:

Zomato is an Indian multinational restaurant aggregator and food delivery

company. It was founded by Deepinder Goyal and Pankaj Chaddah in
2008. Zomato provides information, menus and user-reviews of
restaurants as well as food delivery options from partner restaurants in
more than 1,000 Indian cities and towns, as of 2022–23. Zomato rivals
Swiggy in food delivery and hyperlocal space. Zomato often organizes
contests, giveaways, and polls to encourage user participation. Such
initiatives not only increase brand loyalty but also generate buzz and
increase Zomato's social media reach.

Zomato’s Marketing Strategy:

Zomato's marketing strategy focuses on reaching its target market

through various channels, including online advertising, social media,
and partnerships with restaurants and other businesses.

Zomato's push notification marketing approach is centered on sending

individualized and relevant messages to its subscribers at the appropriate
moment. The corporation segments its users and sends them personalized
communications based on various data elements, including their location,
previous orders, and preferences. For example, the company might use
humour, pop culture references, or even personalized emojis in its
notifications.

Though paid advertising is a temporary marketing strategy that a brand

might opt for, it contributes a major part to keeping the engagement up.
Effective paid advertising, along with organic optimization, significantly
improves the search results of a brand, and Zomato never fails to do just
that! The advertising strategy of Zomato focuses on retaining its
audience.

Zomato's influencer marketing strategy involves collaborating with food

bloggers, vloggers, and social media influencers to generate talk about its
brand and offerings. The organization collaborates with a wide range of
influencers, from macro-influencers with millions of followers to micro-
influencers with smaller but more engaged followings. Zomato also
collaborates with influencers to organize events and contests.

The company, for example, may collaborate with an influencer to

host a food-tasting event or to provide a free lunch to a lucky
follower.

References:

i. https://skillcircle.in/zomato-marketing-strategy/

ii. https://startuptalky.com/zomato-marketing-strategies/
CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

Data Analysis:

 Data analysis is the process of systematically applying statistical and

logical techniques to evaluate and interpret data.

 It involves collecting, cleaning, transforming, and modelling data with

the goal of discovering useful information, identifying patterns, making
decisions, and supporting conclusions.

 Data analysis can range from simple summaries and visualizations of

data to more complex analyses using advanced algorithms and
statistical models.

In a nutshell, data analysis helps turn raw data into meaningful insights.

Data Interpretation:

 Data interpretation is the process of making sense of the results

obtained from data analysis.

 It involves explaining the meaning of the analysed data, identifying

patterns, trends, or relationships, and drawing conclusions based on
the findings.

 Data interpretation requires putting the data in a relevant context to

provide insights that can inform decisions, solve problems, or answer
research questions.

In short, data interpretation is the step where the implications of the data
analysis are understood and communicated effectively.

Nike’s Growth:

 Apart from brilliant commercials, Nike has also developed a reputation

for being one of the most iconic and influential brands in the world.
They’re known for being accessible to all kinds of people, no matter
their gender or age.

 Their tagline — just do it — is known across borders and

demographics, which helps them appeal to customers from all over the
world.
 For Nike, it’s not just about selling products—it’s about helping people
get fit and healthy, which is why it has been so successful at reaching
people who wouldn’t normally consider buying a fitness product.

 They know how to use their products, customers, and reputation to

communicate with their audience without appearing pushy or salesy.
They also know how to appeal to younger generations while remaining
relevant to older millennials — a difficult balance but one that Nike has
managed well.

Analysis of Nike’s social media accounts:

Nike’s social media strategy has been building on the strength of its brand
voice for many years now, and it shows in their social media posts. They
have a powerful presence on Instagram, Facebook, and Twitter, amongst
other platforms, with highly engaging content that appeals to their
followers’ interests. They are well versed in community outreach.

Here’s a look at their followers on their main account:

 Instagram: 252 million

 Facebook: 36 million

 Twitter: 9.58 million

 LinkedIn: 5 million

 TikTok: 3.1 million

 YouTube: 1.71 million

 Apart from these accounts, their sub-accounts like @nikebasketball

have 13.7 million followers, @nikesportswear has 7.9 million
followers, and @nikewomen has 7.2 million followers on Instagram.
  Here’s an overview of Nike’s worldwide revenue from the year 2014
to 2024:

Important statistics of Nike:

 Advertising and promotion

Nike's advertising and promotion costs in 2024 were more than $4 billion.

 Revenue:

Nike's global revenue for the fiscal year ending May 31, 2024 was about
$51.36 billion. This was a slight increase from the previous financial year.

 Revenue by region

In 2024, Nike's revenue came from the following regions:

North America: 5% or $21.4 billion

Europe: 6% or $13.6 billion

Greater China: 2% or $7.5 billion

Latin America and the Asia-Pacific region: 6% or $6.7 billion

 Revenue by product segment:

Nike's footwear division was the largest segment, generating about $33
billion in revenue in 2024. The apparel segment generated about $13.8
billion in revenue.

 Target market:

Nike's target market is worldwide, but it's mostly in urban centres. Nike
focuses on athletes, runners, and sports enthusiasts.

 Marketing strategy:

Nike uses emotional branding to invoke emotions related to success,

morale, victory, and self-improvement. Nike also uses a simple and
effective brand voice to connect with a global audience.

 Most of the numbers and facts mentioned above are mainly

contributed by Nike’s brilliant commercials, celebrity
endorsements, creative marketing and large target
audience.

1. Nike on Instagram:

 In the past 3 months, Nike has received a staggering 8,832,062

engagements while posting only 58 items on their account.

 The average number of reactions for the profile is 234k likes and 5.7k
comments, which stands for a 0.12% average engagement rate.

2. Nike on Twitter (now X):

 With 9,602,018 followers and 38,095 tweets, Nike is pretty active on

their account.
 Clearly, Nike has been enjoying steady daily follower growth.

 You also notice that a significant part of their Twitter marketing strategy
is actively responding to their audience. 10% of their activity comes
from tweeting, with a heavy reliance (57%) on text-based tweet

3. Source sharing:

 Source sharing graph shows the detailed ratio between source types
for a given brand or product.

 The source types are as follows:

i. YouTube

ii. Instagram

iii. Facebook

iv. Twitter (now X)

v. Blogs

vi. Websites

vii. Forums
4. Mentions in time:

 This graph shows the number of times a brand, topic, product has been
mentioned over various social media applications or in a daily
conversation over time.

 In the below graph, the time period is about a month (Sept 6 2024-
October 4 2024).
5. Brand Health Index:

 This index measures the ratio of positive comments to negative

comments.

 A Brand Health Index (BHI) is a measure used by companies to

assess the overall strength, perception, and well-being of their brand in
the marketplace. It gives a comprehensive view of how a brand is
performing across several dimensions, helping businesses understand
consumer attitudes and the brand’s position relative to competitors.
 A bad BHI lies from 0 to 0.4

 A moderate BHI lies on 0.5

 A good BHI lies from 0.6 to 1

 Here, we can say that Nike’s BHI lies on 0.78, showing that the brand
has a considerately good amount of positive comments.

6. Revenue Graph:

 The following graph shows how much revenue has the brand garnered
in various regions over 6 years (2017-2022).

 Ex: Revenue in Europe, Middle East and North America

  The graph shows an increase in sales from the North American
region from the year 2000 (9.3 billion to 12.2 billion).

 A significant increase can be seen in the European, Middle

Eastern and African region over the years (5.2 billion to 7.4
billion).

 The revenue in the year 2020 is seen to be slightly

decreasing, but eventually it has seen a steady over the
upcoming years.

7. Key lessons from the founder’s book:

 Phil Knight, former CEO and co-founder of Nike had written a

book, “Shoe Dog” in the year 2016.

 Shoe Dog is a memoir, meaning it’s written in Phil’s perspective

and one of the many reasons why the readers enjoyed it is the
fact that it has a personal touch.

 He starts from the very beginning, early on in his life, and

covers almost every aspect that you can think of.

 It’s a true tale of grit and determination more than anything,

which I’ll talk about more, but Phil goes into really extreme
detail on the entire journey from start to finish of starting a
 business so I think it gives a really good perspective on
everything.

 Now let’s get into the three key takeaways after reading Shoe
Dog by Phil Knight:

a) There is no playbook to success in business:

 Key takeaway number one is that there is no playbook to

success in business and what it means is; yes you can go get
degrees, yes you can read books, yes you can watch YouTube
videos.

 But ultimately when it comes to building a business from

scratch and growing it to the level that Phil did, it’s not
something you can simply read or watch and pick up and have
a rosy path to success.

 The reason why this is said, especially as it was described in

the book by Phil, is there are so many ups and downs in
business and especially in his case, so many scenarios where
he just got either unlucky or an unfortunate event happened,
and he had to just figure it out.

b) Hire great people even when you don’t have a job for them:

 The second key takeaway from Shoe Dog and Phil Knight is to
hire great people even if you don’t know what job they’re going
to do.

 The reason this is said is because there were multiple times

over Phil’s career and the life of Nike where he just had a really
good feeling, or was really convinced about a person, or was
really impressed by a person and hired them even though they
weren’t necessarily hiring for a particular position or knew what
role that person was going to do.

 The first example is actually his wife. He hired his future wife
when she was actually one of his students because he was
teaching college courses in accounting and he had a crush on
her. But he was extremely impressed by the grades she was
getting in his class so he hired her part-time to start doing
random things around the office like bookkeeping.
  She was so good at what she did that she ended up really
excelling in the company and obviously went on to raise his
family.

 This example happened multiple times throughout the book,

like with a previous accountant he worked with at another firm
or when Nike was going through a court case and he was
working very closely with one of the new young lawyers at the
firm.

 He became so close with that lawyer and liked him so much he

ended up hiring him. They didn’t necessarily need in-house
legal counsel but he was so impressed and liked working with
this person so much that they decided to hire him, and a lot of
these people ended up flourishing in whatever role that Phil
gave them.

 Ultimately Phil’s approach seemed to be – at least as

summarized in this book – to hire great, smart, motivated
people and find ways for them to be successful

c) Grit and Determination trump everything else:

 The last key takeaway from Shoe Dog kind of relates to the first
lesson a bit, but what is learned is that probably the most
important factor when you’re an entrepreneur or solopreneur
trying to grow a successful business is that grit and
determination probably trump everything else.

 Having experience, being very smart, having big ideas or

passions – that’s all important. But if Phil was anything, it was
full of grit, determination and not being willing to give up.

 I’ve noticed after reading a lot of biographies and

autobiographies of successful solopreneurs and entrepreneurs
that above all else, grit and determination seem to be some of
the most common characteristics because:

 things will get tough

 competitors will pop up

 difficulties will come

 And sometimes, all one has to do, is be able to put your head
down, keep working, look after yourself, look after your family,
 look after your employees – but keep pushing forward to find a
way.

 It’s almost unbelievable what you or your company or your

colleagues can do if you just refuse to give up and keep
pushing.

Zomato’s Growth:

 Zomato presents the perfect case study of a company creating a

market by recognising an existing problem and creating a whole
new market in the form of a solution. Deepinder Goyal and Pankaj
Chaddah discovered the need for an organised delivery solution.

 There were solutions but it was in the form of the restaurants’ own
delivery services. There was no standardisation and the delivery
charges were outlandish way back before 2008. Then there was the
issue of people standing in lines for takeaways.

 Out of this need came the opportunity to create a market where

people would not only be able to order food but the platform would
also serve as a reliable place for reviews.

 Launched in 2008 as a food discovery app, Zomato went on to

revolutionize the way Indians eat. From helping foodies find new
food joints to enabling online ordering (since 2015), the brand has
some guts to defy all odds and rise up.

 Zomato does a few things that define its market presence and they
are the following.

 Food Delivery

 Restaurant Reservations

 Restaurant And Food Reviews

 Food Festivals

 It has positioned itself right at the heart of the Indian food scene
and has an amazing social media presence which helps maintain its
image as the most reliable food delivery partner.

Zomato’s target customers:

The target audience of Zomato is between the age group of 18-35. These
people are tech-friendly and regular internet users. While planning
marketing strategy, Zomato targets two groups of people, mainly:

 People who want to order food online:

These people are working professionals or students who don’t want to go

outside for food. This type of person just wants tasty food. They
always look for a deal/offer on various other food delivery companies.
They compare the prices of each company and then order food.

 People who want to dine out in a restaurant:

These people are mainly couples or families. They want to book a table for
themselves in a good company. These people want a lovely experience in
a restaurant + tasty food. Zomato also offers gold memberships deals to
this category of people.

Zomato’s social media growth:

1. SEO Strategy of Zomato:

 Zomato follows a smart Search Engine Optimization strategy.

 SEO means Search Engine Optimization and is the process used to

optimize a website's technical configuration, content relevance and
link popularity so its pages can become easily findable, more
relevant and popular towards user search queries, and as a
consequence, search engines rank them better.

 The goal of SEO is to improve a website's position in search engine

results pages (SERPs). A higher ranking in search results can lead
to more traffic to a website, thereby, increasing link popularity.

 Zomato follows a smart Search engine optimization strategy.

 The website has 99.51% of organic traffic. Consumers trust organic

results more than paid results. This builds credibility among
 customers as well as it also saves the ad cost of the company. SEO
is a low-cost, high-return marketing strategy of Zomato.

2. Important statistics of Zomato:

 Advertising and sales promotion:

Zomato's advertising and sales promotion expenses for the first quarter of
the 2024-25 financial year were Rs 396 crore, a 26.11% increase from the
previous year, leading to a 31% growth for Zomato.

 Net profit:

Zomato's consolidated net profit for the first quarter of the 2024-25
financial year was Rs 253 crore, an increase from Rs 2 crore in the same
quarter last year.

 Market cap:

Zomato's market cap is expected to reach ₹2.396 trillion at the end of

2024, a 126.28% change from 2023.

 Revenue from operations:

Zomato's revenue from operations for the first quarter of the 2024-25
financial year was Rs 4,206 crore, a 74.09% increase from the same
quarter in 2023.

 Gross Order Value (GOV):

Zomato's B2C segments, including food delivery, quick commerce, and

going-out, experienced a GOV growth of 53% year-on-year.

 Food delivery:

In the last quarter of the financial year 2024, food deliveries at Zomato
accounted for 20.5 billion rupees.
  Most of these numbers mentioned above are mostly
contributed by Zomato’s intelligent social media marketing,
creative advertisements and active engagement with its
customers.

Reported Consolidated quarterly numbers for Zomato are:

 Net Sales at Rs 4,206.00 crore in June 2024 up 74.09% from Rs.

2,416.00 crore in June 2023.

 Zomato's consolidated net profit for the first quarter of the 2024-25
financial year was Rs 253 crore, an increase from Rs 2 crore in the
same quarter last year.

 EBITDA, which is short for earnings before interest, taxes,

depreciation, and amortization, is an alternate measure of
profitability to net income. It's used to assess a company's
profitability and financial performance.

 Zomato’s EBITDA stands at Rs. 413.00 crore in June 2024 up

210.53% from Rs. 133.00 crore in June 2023.

 Zomato EPS (Earning per Share) has increased to Rs. 0.29 in June
2024 from Rs. 0.00 in June 2023.Zomato shares closed at 234.09 on
August 01, 2024 (NSE) and has given 66.55% returns over the last 6
months and 176.21% over the last 12 months.

3. Traffic:
 Traffic refers to the volume of users visiting a website of a company.

 How many people visit a website will depend on the website’s

purpose, the visitors’ own goals, and the way in which they
discovered the site.

 It is the number of people who visit a website over a period of time

and is the key metric for measuring a website's popularity, visibility,
and effectiveness.

 For example, if your site gets 100 users every day, your traffic after
a week would be 700 users.
  Zomato gets an average monthly traffic of 20 million visitors per
month. The average time spent by any visitor is 3 minute 28
seconds. 59% of its traffic comes from India. The majority of its
visitors are between the age group of 25 to 34 years old.

 Getting this large amount of free traffic from search engines is

a great marketing strategy followed by Zomato. Any local
business can also use this marketing strategy to get customers
online at no cost.

4. Social Media Marketing Strategy of Zomato

Social media is the heart of Zomato’s marketing strategy. Every platform
has a different type of audience. Zomato is present everywhere with its
engaging content for every platform. If you are a social media user, you
can’t ignore Zomato. Its unique & innovative marketing strategies can
attract anyone.

a) Moment Marketing Strategy:

Zomato covers trending topics in different ways according to the

platform audience. Here is an example of new trending news related to
Parag Agarwal, ex-CEO of Twitter. Today, Elon Musk fired him after the
takeover. See how Zomato used this topic for marketing purposes.
These types of posts increase customer engagement and also helps in:

 Improved customer relationships

 Increasing brand revenue

 Increased social media following

 Increased customer lifetime value

 Better customer satisfaction

 Improved brand reputation

 Lower customer acquisition costs

 Improved employee satisfaction and retention

 Increased brand reach and influence

 Boosts loyalty and customer retention.

 The above dish being portrayed is “Thepla”, which is a soft Indian

flatbread typical of Gujarati cuisine While extremely popular across
Gujarat, it is especially common amongst the Jain community. It is
served as breakfast, as a snack as well as a side dish with a meal

 The branding of “Thepla” is in the textual branding of the famous

automotive company “Tesla”, which designs, manufactures and sells
battery electric vehicles, stationary battery energy storage devices
from home to grid-scale, solar panels and solar shingles, and related
products and services.

 Due to the first and last letters of the food dish and the company
being the same, Zomato intelligently embedded the Tesla’s logo font
along with the dish to impress and actively engage customers in
their social media handles.
 b) Meme Marketing Strategy:

 As you can see in the above image, Zomato has openly

mentioned its Instagram handle as a meme page. More than 90%
of the Instagram posts of Zomato are memes.

 Memes are a great way to build engagement with the audience.

Another benefit is they easily go viral. Zomato is very innovative
with their meme marketing strategy. They create new original
memes that their audience can relate to.

5. Zomato’s brand engagement:

Brand engagement refers to the creation of attachments between

consumers and brands. These attachments may be emotional or rational,
and ideally, they produce brand loyalty over time. This solidifies the brand
and helps to improve the customer experience.

Brand engagement can be achieved through a number of activities,

including:

 Brands can interact with customers on social media to create a

connection.

 Encouraging customers to create content, such as reviews, can help

increase brand awareness and engagement.
  Brands can create opportunities for in-person interactions with
customers.

 For employees, brand engagement can include activities that help

establish a healthy work culture.

 The above pie chart shows that brand engagement in Instagram is

the highest with about 84% of its customer interaction and users
reviews being shared and posted.

 Twitter (X) is the second highest with about 15% of Zomato’s

customer interaction and users reviews being shared and posted
there.

 Facebook is the lowest at 1% of brand engagement.

 This goes to show that most of the company’s users are actively
engaged in Instagram.

6. Zomato’s brand activity:

 Brand activity, also known as brand activation, is a marketing

strategy that aims to increase brand awareness, build consumer
 loyalty, and drive sales. Brand activation involves creating
interactive experiences that allow consumers to engage with a
brand and its products.

 It refers to a campaign, event, or interaction through which your

brand generates awareness and builds lasting connections with your
target audience.

 Zomato has used the following techniques for its brand activation:

 Influencer marketing:

Zomato has used influencer marketing to connect with more audiences

and increase its credibility. Zomato has used both micro and macro
influencers, and has shared their posts in local languages.

 Content marketing:

Zomato has used content marketing to create viral posts and attract
organic traffic. Zomato’s content is known for being simple, concise, and
humorous, and often links to popular trends.

 Social media:

Zomato is active on social media platforms like Twitter, Facebook, and

Instagram, where it posts on popular topics and encourages sharing.

 Meme marketing:

Zomato has used memes to attract organic traffic and increase revenue.
  The above pie chart shows that content creation, influencer
marketing being shared in Instagram is the highest at 51%.

 Twitter (X) is the second highest contender with 47% of its content
creation and marketing being generated from there.

 Facebook is the lowest with 1% of brand activity.

 This goes to show that most of the content creation, influencer

marketing and user engagement is generated in Instagram.

7. Key lessons from the founder’s book:

 Deepinder Goyal, CEO of Zomato, wrote the book “Culture at

Zomato: How to Rewire Your Brain for Greatness” in the year
2023.

The book being short, sharp, witty, was originally written for Zomato
employees, giving an insight into how one of India’s most exciting and
successful companies works, and what it does to create the culture of
excellence that makes it break barriers – time and time again.

 Here are some key points from the book Culture at Zomato: How to
Rewire Your Brain for Greatness by Deepinder Goyal:

 Culture is the operating system:

The book's principles are about changing how people operate.

  Understand and embody the mindset:

It takes time to understand and embody a mindset, and it's important to

keep going back to it.

 Be honest:

Putting the team first means being honest with yourself and others.

 Know what's wrong:

Knowing what's wrong with the business is the starting point for
improvement.

 Share bad news:

Don't be afraid to share bad news or things that could be improved.

 Actively create interventions:

Actively create interventions so that bad news surfaces as soon as

possible.

 Get to work:

Roll up your sleeves and get to work

 The book is about Zomato, and a bit about Deepinder. It captures

the soul of Zomato, along with its history, cultural principles and
company policies. It's about the culture at Zomato, about how they
worked, and about what a productive culture of a company should
be like.

Lenskart’s social media growth:

  Lenskart, a prominent eyewear brand in India, has witnessed
exponential growth since its inception in 2010. One of the key
drivers behind this growth is its strategic use of social media
marketing to reach and engage customers.

 Below, we'll dive into the data analysis of Lenskart’s growth through
social media marketing, using graphs, pie charts, and key
interpretations.

1. Social Media Follower Growth (2015-2023):

Lenskart invested heavily in platforms like Facebook, Instagram, and

Twitter to boost brand visibility and customer engagement. From 2015 to
2023, Lenskart's follower count across these platforms grew significantly,
reflecting their focus on building a community.

Graph of the growth of Social Media followers (2015-2023):

 Facebook: From 500k to 5 million followers

 Instagram: From 100k to 3 million followers

 Twitter: From 50k to 700k followers

This steady growth in followers showcases Lenskart’s ability to attract a

wide audience through compelling content, influencer collaborations, and
targeted ads.
2. Engagement Rate Across Platforms:

Social media platforms measure engagement by analysing interactions

(likes, comments, shares). Lenskart’s social media engagement increased
by employing user-centric campaigns, promotional offers, and interactive
content.
  Facebook: 45%

 Instagram: 35%

 Twitter: 20%

 Facebook remains the dominant platform for Lenskart, contributing

nearly half of its social media engagement.

 Instagram is a growing platform due to its focus on visual content

(influencer collaborations, product launches).

 Twitter serves as a platform for customer service and trend-based

marketing.

3. Impact of
Influencer

Collaborations:
Collaborations with influencers helped Lenskart reach new audiences.
Data shows that influencer-driven campaigns contribute 30% to Lenskart’s
new customer acquisition through social media.

Impact of Influencer Campaigns on Customer Acquisition:

 2017: 5% new customers from influencer campaigns

 2019: 18% new customers from influencer campaigns

 2021: 25% new customers from influencer campaigns

2023: 30% new customers from influencer campaigns

Interpretation: The growth in customer acquisition through influencers

demonstrates the effectiveness of influencer partnerships, especially
among millennial and Gen Z demographics.

4. Ad Spend vs. Organic Growth:

Lenskart has a balanced approach between paid social media advertising

and organic content growth. A study of their social media campaigns
reveals that nearly 60% of their traffic comes from paid promotions, while
40% comes from organic growth (user-generated content, viral
campaigns, etc.).

Pie Chart: Social Media Traffic (Paid vs. Organic):

 Paid: 60%

 Organic: 40%

Although paid promotions drive the majority of traffic, organic

engagement is equally vital for sustained growth. Their consistent content
and brand recognition through word-of-mouth drive significant organic
traffic.

5. ROI on Social Media Marketing Campaigns:

The return on investment (ROI) from social media campaigns has shown a
positive trend over the years. In 2018, Lenskart’s ROI from social media
was 150%, while in 2023, it reached an impressive 250%.
Lenskart’s targeted and optimized campaigns on platforms like Facebook
and Instagram have improved its ROI, especially with the introduction of
new features such as Instagram shopping.

6. Customer Demographics (Social Media):

Analysing Lenskart’s social media followers provides insight into its

customer demographics.

 18-24 years: 35%

  25-34 years: 40%

 35-44 years: 15%

 45+ years: 10%

Lenskart's key customer base is young adults aged 18-34, aligning with
their focus on influencer marketing and trendy, affordable eyewear
collections.

7. Key Takeaways from Data Analysis:

 Exponential Follower Growth: Lenskart’s social media presence,

particularly on Facebook and Instagram, helped the brand reach
millions of followers, translating into brand loyalty and customer
acquisition.

 Engagement-driven Strategy: Lenskart effectively engages its

audience through a mix of content formats, influencer marketing,
and responsive customer service on social media.

 Influencer Marketing's Impact: The brand's investment in

influencer collaborations has proven to be one of the most
successful strategies for customer acquisition.

 ROI Growth: Lenskart's steady focus on improving social media

content, targeting, and engagement has resulted in a high ROI,
reflecting successful marketing tactics.

 Balanced Paid and Organic Efforts: While Lenskart benefits from

paid promotions, its focus on organic growth—through consistent
posting and user interaction—has strengthened its social media
marketing strategy.

Red Bull’s social media growth:

1. Red Bull on Instagram:

 We tracked Red Bull’s Instagram performance from 2nd October to
25th December, and it’s evident that their holistic marketing
strategy drove some impressive numbers.

 The brand published 108 posts and got an average engagement of

150,810. And this was Red Bull’s top Instagram post in the past 3
months.

 T
h
e
ir most frequent post type on Instagram is reels (98%), and rightly
so since they get an average engagement of 165,186.
 They post carousels 2% of the time, which brings them an average
of 133,041 engagements per post.

2. Red Bull on YouTube:

 In the same period, Red Bull posted 71 videos on YouTube which

generated 467,321,025 views, 14,598,778 likes, and 94,046
comments.

3. Red Bull on Facebook:

 Red Bull’s marketing activities on Facebook included 66 posts from

2nd October to 25th December, which drove 2,620 average
engagement per post.
  The brand mostly posts marketing videos on Facebook. Only about
3% of the posts are photos and links.

4. Key takeaways from Red Bull’s marketing strategy:

Red Bull's social media strategy is inspired by and in sync with the brand's
motto - "Red Bull gives you wings".

Through its combined marketing campaigns - some more unconventional

than others - Red Bull has succeeded in becoming the top-of-mind brand
for its core audience - young adults who are looking for an energy boost.

As for some strategy insights that got Red Bull's nowadays, the main
takeaways would be the followings:

 Red Bull makes heavy use of storytelling;

 The brand puts its audience first - by creating content with which its
followers and communities could resonate;

 Red Bull has a video-oriented content strategy;

 The brand quickly adapts to the newest trends.

CHAPTER 4

FINDINGS, SUGGESTIONS AND CONCLUSION

1. Findings in the study:

1. The consumer behavior towards social media marketing is

positive. With time they are growing rapidly. Brands who build
emotional connection, personalization and have transparency
tend to perform well

2. The contribution of social media marketing to sales varies

significantly by industry, platform, and strategy, but current
data suggests that on average, social media marketing drives
between 5% and 15% of total sales for many businesses,
though this figure can rise significantly for e-commerce
brands, particularly those leveraging social commerce. In
2023 study found that 55% of consumers had made a
purchase directly through a social media platform at some
point.

3. Social media marketing (SMM) enhances brand awareness by

increasing visibility through various platforms where
consumers spend significant time. It allows brands to reach
vast audiences with minimal cost, compared to traditional
advertising.

4. Average engagement metrics include likes, shares, comments,

and click-through rates.

 For example, on platforms like Facebook, the average

engagement rate is approximately 0.09% to 0.15% for
posts, whereas Instagram boasts higher rates, averaging
around 1% to 3% depending on the industry.

 Video content tends to generate about 1200% more

shares than text and image posts combined.

5. Social media marketing plays a crucial role in shaping

customer attitudes and perceptions toward brands. While it
offers numerous opportunities for positive engagement,
awareness, and loyalty, it also presents challenges that can
negatively impact brand reputation. Positive impacts can be
increased brand awareness, enhanced customer engagement
 etc. whereas the negative impacts can be negative reviews
and feedback, brand miscommunication etc.

6. Social media has a profound influence on consumer behavior,

shaping purchasing decisions, enhancing brand loyalty, and
determining customer preferences. Brands that leverage
social media effectively—by engaging authentically, utilizing
targeted advertising, and fostering community—can enhance
their impact on consumer behavior. As digital landscapes
evolve, continuous adaptation and understanding of consumer
dynamics will be crucial for brands seeking to thrive in this
environment.

2. Conclusions of the study:

In conclusion, social media marketing is a vital tool for businesses aiming

to enhance their online presence and engage with consumers effectively.
It offers unique opportunities for real-time interaction, allowing brands to
build relationships and foster community engagement. The ability to
target specific demographics with tailored advertising makes social media
a cost-effective marketing strategy, particularly for small and medium-
sized enterprises. The wealth of data available through social media
analytics provides valuable insights into consumer behavior, helping
businesses refine their strategies. By utilizing diverse content formats and
maintaining an authentic presence, brands can strengthen their identity
and cultivate customer loyalty. As the digital landscape continues to
evolve, those who effectively harness the power of social media will gain a
significant competitive advantage in their respective markets. Impact of
social media on promoting a brand or product is profound and
multifaceted, fundamentally reshaping the way brands connect with
consumers.

Social media platforms enhance brand visibility and awareness by

providing access to vast audiences, allowing brands to communicate their
messages quickly and effectively. Targeted marketing capabilities enable
businesses to reach specific demographics with personalized content,
fostering deeper engagement and loyalty. Real-time feedback
mechanisms allow brands to adapt their strategies based on consumer
responses, while valuable analytics provide insights into consumer
behavior and preferences.

On the positive side, it provides brands with unparalleled access to a

global audience, enabling targeted marketing and personalized
engagement that can foster strong customer loyalty. The cost-effective
nature of social media advertising allows even small businesses to
compete with larger corporations, leveling the playing field. However, the
rapid pace of social media can also lead to challenges, such as negative
feedback going viral, which can quickly damage a brand's reputation if not
handled adeptly. Moreover, the ever-changing algorithms and trends can
make it difficult for brands to maintain consistent visibility and
engagement. While social media is a powerful tool for promotion, its
effectiveness relies heavily on a brand's ability to navigate its
complexities, adapt to consumer expectations, and respond to the fast-
moving digital landscape.

Overall, when leveraged thoughtfully, social media can be a game-

changer for brand promotion, but it requires careful management and
strategy to truly capitalize on its potential. Ultimately, social media not
only facilitates two-way communication between brands and consumers
but also enables community building, enhances crisis management, and
cultivates a sense of brand loyalty. As the digital landscape continues to
evolve, the strategic use of social media will remain essential for brands
seeking to thrive in a competitive marketplace.
CHAPTER 5

BIBLIOGRAPHY

1. https://sentione.com/resources/tools/senticharts/brand/431278

2. https://brand24.com/blog/nike-social-media-strategy/

3. https://keyhole.co/blog/nike-social-media-strategy/

4. https://www.statista.com/statistics/241683/nikes-sales-worldwide-
since-2004/