UNIVERISITY NAME ****

Topic: The impact of social media

Nike
Student Name ***
1. Introduction
As per Fatayerji (2004) social media manages to promote the product across the globe
so that required market can be grabbed in a short interval of time. As according to
Brodie, Winklhofer, Coviello and Johnston (2007), social media marketing refers to the
electronic marketing that includes the e-marketing, internet and other social modes that
are used for the communication processes.

2. Research Objective
The primary objective of this research study is to assess the how social media influence
the brand image.

3. Literature review
According to Bart, Vekatesh, Farreena and Urban (2005), the concept of e-marketing
reflects the utilization of different channels to conduct social media activities. The
advancement in information and communication technology has shifted the social
standards upward developing different mediums of sharing information. This
development has changed the life style of people associated with a society and this
development has also introduced multiple alternatives of conducting marketing
activities. These multiple medium of sharing information includes social media websites,
blogging, email and other mediums (Koubaa, 2007).

As per Gommans, Krishnan and Scheffold, (2001), social media is one of the multiple
alternatives, which assists in the achievement of organizational goals and objectives.
The utilization of these e-marketing strategies depends upon the situation. It means that
an organization has to assess the current scenario and environmental conditions of the
market and then according to the assessment, modify their marketing strategies.
Certain of these e-marketing strategies include content marketing, social media
marketing, and e-mail marketing and search engine optimization. Certain of these e-
marketing techniques produce effective results if utilized in an appropriate manner.
Constantinides (2006) demonstrate that social media is the most prominent alternative
through which organization conducts their marketing activities. According to a survey
conducted on the influential factor of social media it has been assessed that social
media based marketing produces result which is comparatively much more effective
rather than any other marketing technique.

Miyasaki, Grewal, and Goodstein (2005) stated that brand image assists the
organization in multiple aspects and organization conducts their marketing activities
through different channels to create a distinguish image. Modification in the e-marketing
are also made to achieve their target in an effective manner. An image is known as the
build of characteristics and features of product, which a customer has consumed.

Xiang and Gretzel, (2010) explained that the integration of brand image with social
media determines the increase in business activities. Multiple organizations develop
brand image in the mind of customers through conducting multiple e-marketing
techniques and methods. The core element of organization for the utilization of e-
marketing techniques is to create a distinguished image in the mind of customer.

4. Research Philosophy approach and strategy

a) Research philosophies:
Positivism: The positivism is the philosophical system that having the following
the feature: Scientifically verified, Recognized or proved by way of mathematical
and logical and rejecting metaphysics and theism.
Post Positivism: This theory deals with those facts and phenomena that are not
accepted by the positivisms at the absence of empirical and statistical tools these
include the astrology, psychoanalysis, Marxism.
Realism: This theory deals with this aspect that allows the person to determine
the possible consequences and help to recognize the possible methods to
resolve the issues.
Interpretivism: Interpretivism integrates the aspects of human behavior and it
deals with the position of idealism. This philosophy is typically used to bring
together the different approaches these approaches are, hermeneutics;
phenomenology and social constructionism
 Phenomenology: This is the philosophical structure that explains the personal
experience and conscious experience without considering the philosophical
question, recourse to explanation, and metaphysical believes.

This worldview is worried with testing hypotheses and giving material to effect of online
networking as this study mirrors the standards of the positivist reasoning. The positivist
exploration reasoning includes "exceedingly organized system to encourage replication
and hence, unwavering quality is liable to be high and it expect that "the truth is
impartially given and can be portrayed by quantifiable properties, which are autonomous
of the spectator.

b) Research approach
Inductive: This approach is based on the qualitative evaluation research
approach further this approach deals with the extracting the new findings.
ii) Deductive Approach: This research method based on the quantitative
approach and it is normally associated to testing the finding and theory by using
the empirical tools.

So by receiving an inductive methodology the specialist can acquire inside and out
comprehension of the examination connection and permits a more adaptable structure
of the exploration. Then again, subjective examination makes it hard to sum up results
to a bigger populace and discoveries are frequently subjective since they depend on the
judgment and translation of the specialist.

c) Research Strategy chosen for this research study is by surveying the Nikes
customers.

5. Ethical Implication in this research

Ethical issues are the significant components of study as it supports in understanding

the reliability and the generality of the study. Three ethical issues are crucial for the
study that should be considered by the researcher for the completion of the study, they
are stated as follows:
Confidentialitythis refers to the privacy of the data that has been gathered, the data
collected should not be disclosed to anyone.

Autonomy----- The data should be collected through illegal means only, the
respondents should feel free to share their views about the e-marketing.

Anonymity----The privacy of the personal data and information should be practiced so

that the respondent can share their views easily.

6. Research Methodology
a) Research Design
Descriptive measurements are utilized to depict the fundamental elements of the
information in a study. They give basic synopses about the specimen and the measures.
Together with straightforward design examination, they frame the premise of basically
every quantitative investigation of information.
b) Sampling
The selection of particular individuals as the respondents of the study refers to the
sampling, the responses of such respondents is assessed for the conduction of the
study. However, a huge population is observed that are regular consumers of Nike, this
is why the sample selection is easy for the study. The customers and employees of Nike
are selected as the sample for the current study and their responses are evaluated and
considered as data for the study.

c) Data Collection Method

i) Primary Data is the first hand information which can be gained through
Questionnaires, meeting, interviews.
ii) Secondary Data is the evaluated form of primary data such as Books,
Journals or Internet.
d) Tool used for analysis
Different techniques are utilized for analysis of the data that has been gathered for the
study, the gathered data for the current study is assessed through statistical software
SPSS. The simple linear regression method is used for the calculation of results for
current study; this method is to be utilized for the estimation of responses of sample
respondents about the e-marketing strategies that are involved for the promotion of
products of Nike.

e) Structure of questionnaire:
Close ended questions (For doing quantitative analysis) & Open ended questions (For
doing qualitative analysis).

7. Data Analysis and Interpretation

Social websites are effective in advertising and promoting the product.

7% Strongly Agree
15%
42% Agree
Disagree
Strongly Disagree
36%

1-4
Social network supports in the promotion of the product.

9% Strongly Agree
11%
42% Agree
Disagree
Strongly Disagree
39%

2-4

Social websites are more attractive as compared to T.V commercials promoting the products.

8% Strongly Agree
9%
Agree
Disagree
49% Strongly Disagree

34%

3-4
 I think the mailing and texting strategies about the product are effective

8% Strongly Agree
13% Agree
45%
Disagree
34% Strongly Disagree

4-4
The reliability test run for this research signified a Cronbach Alpha value of 0.602 which
points towards the conclusion that the data set included in this research study was
reliable enough to incorporate its findings as part of this research, and form a
concluding viewpoint on the basis of it.

Validity: Inside legitimacy of cross-sectional exploration configuration is liable to be

powerless since it is "hard to build up causal heading from the subsequent information",
while outside legitimacy is normally solid if the specimen under scrutiny is suitably
chosen.

8. Conclusion
The research was based on the objective of identifying the effectiveness of e marketing
strategies in terms of shifting consumer brand preferences. The research undertook the
case of Nike for evaluating the online marketing strategies of a brand and also its
consumers who served as the respondents of this study. The increased usage of
internet has brought revolution in the industry that comprises of competitors battling with
one another to capture customers.
9. References:
 Bart, Y., Vekatesh, S., Farreena, S. and Urban, G. L. (2005), Are the Drivers and
Role of Online Trust the Same for All Websites and Consumers? A Large Scale
Exploratory Emperical Study. Journal of Interactive Marketing, 69, 133-152.
Koubaa, Y. (2007). Country of origin, brand image perception, and brand image
structure, Asia pacific Journal of Marketing, 20 (2) 139-155
Gommans, M., Krishnan, K. S. and Scheffold, K. B. (2001). From Brand Loyalty
to E-Loyalty: A Conceptual Framework, Journal of Economic and Social
Research 3(1) 43 58
Constantinides, E. (2006). The e-marketing Revisited: Towards the 21 st Century
Marketing, Journal of Marketing Management 22 407-438
Miyasaki, A.D., Grewal, D. and Goodstein, R.C. (2005), Re-inquiries: the effect
on multiple extrinsic cues on quality perceptions: a matter of consistency, Journal
of Consumer Research, 32 (1), 146-53
Xiang, Z., and Gretzel, U. (2010). Role of social media in online travel information
search, Journal of Tourism Management 31179188.

10: Unfilled Questionnaires

Strongly Strongly
Agree Disagree
Agree Disagree

Social websites are effective in

advertising and promoting the product.

Social network supports in the

promotion of the product.

Social websites are more attractive as

compared to T.V commercials
promoting the products.

I think the mailing and texting

strategies about the product are
effective