The Impact Of Social Media Marketing On Consumer Purchasing Decisions On Nike Shoes

Abstract

This research article examines the impact of social media marketing on consumer purchasing decisions,
specifically focusing on Nike shoes. With the rapid growth of digital platforms, social media has become a critical
tool for brands to engage with consumers, build brand loyalty, and influence buying behavior. The study explores
how Nike's strategic use of social media marketing—through targeted advertisements, influencer collaborations,
user-generated content, and interactive campaigns—shapes consumer perceptions and drives purchasing
decisions. By analyzing consumer behavior, engagement metrics, and sales data, the research highlights the
effectiveness of social media in creating brand awareness, fostering emotional connections, and ultimately
converting online engagement into sales. The findings suggest that social media marketing significantly influences
consumer preferences, particularly among younger demographics, by leveraging authenticity, relatability, and
real-time interaction. This study provides valuable insights for marketers and brands aiming to optimize their
social media strategies to enhance consumer engagement and drive purchase intent in the competitive sportswear
industry.