澳洲大学商科Case study范文

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　　Title: The Impact of Social Media on Brand Image: A Case Study of Nike

　　Background:

　　Nike is a leading global sports brand that has been using social media as a marketing tool to build brand awareness, engage with customers, and promote its products. However, the use of social media also poses some risks for Nike, as negative comments and criticisms can quickly spread and harm its brand image. This case study aims to examine the impact of social media on Nike's brand image and identify strategies that Nike can use to manage its social media presence.

　　Methodology:

　　The research used a mixed-methods approach, including a survey and a content analysis of Nike's social media accounts. The survey was conducted among 500 Nike customers to gather their perceptions of Nike's brand image and their engagement with Nike's social media accounts. The content analysis focused on the comments and posts on Nike's social media accounts to identify the themes and sentiments of the discussions.

　　Results:

　　The survey results showed that Nike's social media presence had a positive impact on its brand image, with the majority of respondents indicating that Nike's social media accounts were engaging and informative. However, the content analysis revealed some negative sentiments towards Nike, particularly related to its labor practices and social responsibility. These negative comments could potentially harm Nike's brand image if left unaddressed. The research also identified several strategies that Nike can use to manage its social media presence, such as responding promptly to customer inquiries and complaints, being transparent about its business practices, and engaging with customers in a meaningful way.

　　Conclusion:

　　The case study highlights the importance of social media for building brand image and customer engagement, but also the risks associated with negative comments and criticisms. Nike can use the findings of this research to enhance its social media presence and mitigate the risks of negative sentiment. The strategies identified in the research can also be applied by other businesses seeking to manage their social media presence and protect their brand image.

　　这篇以“The Impact of Social Media on Brand Image: A Case Study of Nike

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