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Constructed communities : the social media resources of Nike and Lululemon within the context of the ath-leisure trend in society

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Constructed communities : the social media resources of Nike and Lululemon within the context of the ath-leisure trend in society

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FOCUS This research paper focuses on two of the most successful active wear brands on the very competitive market and analyses their social media marketing strategies extensively. RESEARCH QUESTION Which social media marketing strategies of the activewear brands Nike and Lululemon proved to be successful in the context of the ath-leisure movement within society? SUB QUESTIONS 1. Why did the consumer create this trend and what is the psychology behind this consumer tribe? 2. Does Lululemon have the power to navigate the consumer tribe using social media and capitalize on it? / Does Nike address the psychological aspect in their social media marketing? 3. What does Nike’s social media engagement look like and how to they respond to consumer’s demands and behaviors? 4. Did Lululemon’s branding and marketing strategies co-create a consumer tribe? Does their brand culture come through on their social media platforms? 5. What is the connection between the ath-leisure trend and the social media presence of the two successful brands? CAMPAIGN [The] advice report will be an exact explanation of Lolë's new social media awareness campaign, a script for their viral video and the goal of this campaign. Tips on how to make this video go viral, as well as an explanation of steps following the campaign, will give Lolë a new direction to work towards. It is very significant to mention that this is not an advertising campaign. It is marketed towards women and the goal is to raise awareness of the brand by getting personal with every viewer.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Jaar2016
TypeBachelorscriptie
TaalEngels

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