Social media content value for a brandstudy case

  1. Fondevila Gascón, Joan Francesc 1
  2. Mir Bernal, Pedro 2
  3. Rom Rodríguez, Josep 3
  1. 1 Universitat Pompeu Fabra, Universitat Ramon Llull, Escola Universitària Mediterrani de la Universitat de Girona, UOC, UAB, UB, EAE, Euncet, UPC, CECABLE
  2. 2 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  3. 3 Universitat Ramon Llull
    info

    Universitat Ramon Llull

    Barcelona, España

    ROR https://ror.org/04p9k2z50

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Journal:
Questiones publicitarias: revista internacional de comunicación y publicidad

ISSN: 1133-6870,  1988-8732

Year of publication: 2018

Volume: 1

Issue: 21

Pages: 21-26

Type: Article

DOI: 10.5565/REV/QP.298 DIALNET GOOGLE SCHOLAR lock_openDDD editor

More publications in: Questiones publicitarias: revista internacional de comunicación y publicidad

Abstract

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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Data source: Dialnet