The Analysis of Nike’s Marketing Strategy from Social Media and Consumer Psychology & Behavior

Abstract

In recent years, a growing number of people have increased their awareness of leading a healthy lifestyle and joined the global fitness movement, which stimulates people's desire to purchase more satisfactory sports products. At the same time, the rapid development of social media has brought opportunities to many sporting goods companies. Nike, as the leading sportswear company around the world, is selected as the research object of this paper. By collecting Nike's global market share as well as revenue from the footwear segment compared with other companies and conducting an analysis of the data along with some special examples, this essay is aimed at exploring Nike's marketing strategy from social media and consumer psychology & behavior. According to research findings, Nike has some good sides to learn but still exists several deficiencies. It successfully develops cultural marketing and community marketing through social media and simultaneously uses hunger marketing, identity marketing, and green marketing according to consumer psychology and behavior. However, though there are many strengths and opportunities, Nike still faces many weaknesses and threats because of high prices, limited supply, strong competitors, quality problems, and others, which may slowly lower its reputation among consumers. These results can help Nike as well as other sports brand companies to realize and improve their weaknesses to make a better marketing strategy.