Social media content value for a brand
This article aims to study the effects of the social media posts of sports brand (Nike) on the target audience and focusing in Facebook and Instagram, part of the top three most popular social media sites used by teenagers and young adults in the USA. We look at the content of the post (both the pho...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2018 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:186635 |
| Acceso en línea: | https://ddd.uab.cat/record/186635 https://dx.doi.org/urn:doi:10.5565/rev/qp.298 |
| Access Level: | acceso abierto |
| Palabra clave: | Social media Digital advertising Sports brands Digital communication User-generated content (UGC) Medios sociales Publicidad digital Marcas deportivas Comunicación digital Contenido generado por el usuario (UGC) |
| Sumario: | This article aims to study the effects of the social media posts of sports brand (Nike) on the target audience and focusing in Facebook and Instagram, part of the top three most popular social media sites used by teenagers and young adults in the USA. We look at the content of the post (both the photo and caption) and analyze the audience's responses. We conclude celebrity endorsements have the ability to enhance a brand image, adding further credibility and encouraging User-Generated Content (UGC) and generating more responses in terms of number of likes, hashtags, comments, shares and views. |
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