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, oAering 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 eAectively 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. OAer 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. OAer free samples or trials to let potential customers experience the product
before buying.

WHO ARE THE POTENTIAL USERS OF SOCIAL MEDIA?

Þ 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 eAorts by distributing posts, deals, and campaigns to

their networks, helping content go viral.

• Commentators and socializers oAer 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.

Þ These diAerent 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 eAorts
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.

 Þ 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:

v A literature review gathers and organizes current knowledge in the field.

v It highlights areas where more research is needed.

v It places your research within the context of previous studies and debates.

v It compares and contrasts diAerent studies and identifies trends, themes, and
disagreements.

v 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.

v 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.

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

v 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 CliA 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 oAicially 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 diAerent 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 traAic, 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 aAordable cost.

Lenskart’s Marketing Strategy:

What made Lenskart's strategy even more eAective 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 eAective marketing strategies due
to its cost eAectiveness , 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 traAic ,
making it the largest contributor . They mostly show updates on the latest collection,
oAers 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 oAers 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 traAic 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. EAective 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 oAerings.
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 eAectively.

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
diAicult 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

Þ 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.

Þ 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 eAective brand voice to connect
with a global audience.

Þ 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

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

Þ A significant increase can be seen in the European, Middle Eastern and

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

Þ 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.

Þ 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 oAice 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:

Þ things will get tough

Þ competitors will pop up

Þ diAiculties 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.

Þ Food Delivery

Þ Restaurant Reservations

Þ Restaurant And Food Reviews

Þ 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:

Þ 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/oAer on
various other food delivery companies. They compare the prices of each company and
then order food.

Þ 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 oAers 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 traAic to a
website, thereby, increasing link popularity.

• Zomato follows a smart Search engine optimization strategy.

• The website has 99.51% of organic traAic. 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.

Þ 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. Tramic:

• TraAic 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 eAectiveness.

Þ For example, if your site gets 100 users every day, your traAic after a week would
be 700 users.

• Zomato gets an average monthly traAic of 20 million visitors per month. The
average time spent by any visitor is 3 minute 28 seconds. 59% of its
tramic 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 tramic 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 diAerent
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 diAerent 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.

Þ 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

Þ 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.

Þ 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.

Þ 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 traAic.
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 traAic 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 oAers, 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 eAectiveness 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
traAic comes from paid promotions, while 40% comes from organic growth (user-
generated content, viral campaigns, etc.).

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

• Paid: 60%

• Organic: 40%

Although paid promotions drive the majority of traAic, organic engagement is equally
vital for sustained growth. Their consistent content and brand recognition through word-
of-mouth drive significant organic traAic.

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, aAordable eyewear collections.

7. Key Takeaways from Data Analysis:

Þ 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.

Þ Engagement-driven Strategy: Lenskart eAectively engages its audience through

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

Þ Influencer Marketing's Impact: The brand's investment in influencer

collaborations has proven to be one of the most successful strategies for
customer acquisition.
 Þ ROI Growth: Lenskart's steady focus on improving social media content,
targeting, and engagement has resulted in a high ROI, reflecting successful
marketing tactics.

Þ Balanced Paid and Organic Emorts: 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.
• Their 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.

Þ 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.

Þ 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 oAers 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 eAectively—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 eAectively. It oAers 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-eAective 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 eAectively 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
eAectively. 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-eAective 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 diAicult for
brands to maintain consistent visibility and engagement. While social media is a
powerful tool for promotion, its eAectiveness 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/