The Impact of Nike's Social Media Marketing Strategy on Consumer Demand

Abstract

Digitalization has changed users' shopping experience, and Nike is one of the sports footwear and apparel brands with the highest market share in the world. With the increase in social media influence, Nike has actively laid out its social media matrix to attract more potential consumers and guide their shopping needs through diversified marketing methods. This paper analyzes the impact of social media on Nike's consumer base and makes plans by combining Nike's different marketing approaches, consumer needs, and the 4Ps. 4Ps is a marketing strategy tool in which companies develop marketing strategies by analyzing four aspects: product, price, channel, and promotion. The results of the study showed that while social media marketing expanded sales, its effectiveness was undermined by price promotions. A limited edition of many co-branded products makes consumers doubt the product's value. Therefore, marketing should be combined with price promotion, not just brand promotion. By analyzing the 4Ps to understand the marketing approach that Nike should adopt in the current climate and the factors that should be considered to influence consumers.