Examining the Impact of Social Media: Nike Case Study

Anastasiia Sharkova

Bachelor's thesis

Abstract:

The aim of this thesis was to investigate the impact of social media on business development based on the example of Nike, which is one of the world's biggest fashion retailers specializing in the sports apparel industry. Specifically, the bachelor thesis examined the nature and composition of social media, including the various social institutions that comprise the media sphere, based on the example of Nike. Further objectives of the thesis are to explore the ways in which social media influences society and how this impact is manifested in Nike's business operations. The thesis used both qualitative and quantitative techniques, which helped to address the main objectives of the thesis properly. Consequently, it was concluded that the impact of social media on Nike's operations was high, and the utilization of digital marketing significantly helped the company increase the gap between them and their competitors, which are largely represented by Adidas and Puma, both Germany-based. However, it is vital to understand that contributing the overwhelming success of Nike entirely to its digital marketing practices will not be correct since it is a mixture of many different aspects, including proper management and reliance on sustainability and CSG reporting.

Keywords

Social Media Analytics, Social media, Nike

Language used: English

Date on which the thesis was submitted / produced: 16. 3. 2024

Thesis defence

• Supervisor: Jared Daniel Jacques
• Reader: John McKeown

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Business Administration