What are the current patterns in the use of social media platforms for marketing in the sports industry?
A critical review of the past studies revealed that the UK has a higher social media usage index as compared to average global performance. Social media marketing has been perceived to be important and effective in enhancing the general marketing activities within the company. However, minimal studies have been conducted specifically about the case of Nike, UK, and its performance in utilization of the social media. To bridge the gap, the current study will focus on unveiling the impact of social media on sports marketing for the case of Nike, UK.
2.5. Research Aim and Objectives
The study aims to determine the impacts of social media on sports marketing for the case of Nike, UK. The goal will be attained through the following objectives:
- To review the existing literature on social medial and the sports (marketing) industry
- To critically analyse the impacts of social media on the sports marketing, within the context of NIKE company in the UK
- To conduct the research using interviews to carry out the research purpose of investigating the impacts of social media on the sports marketing based on the research gap identified
- To analyse and synthesise data using the thematic method, and NVivo tool .
- To make recommendations for supporting Nike’s use of social media for sports marketing
2.6 Research Questions
The questions to be addressed during this research (empirical) studies are as follows:
- What are the current patterns in the use of social media platforms for marketing in the sports industry?
- How can Nike use social media to enhance its sports marketing activities in the UK?
- What is the sports marketing and social media advertising concept?
