HOW CAN MULTINATIONAL CORPORATIONS USE SOCIAL MEDIA TO COMMUNICATE BRAND EQUITY: THE CASE OF NIKE
Gabrielle B. Bellamy
Pages: 380-388
Published: 1 Jan 2013
Views: 61
Abstract: In today’s business world, many brands use social media as a form of communication. Social media allows customers to establish personal connections between themselves and the brand. Social media also allows customers to learn more about the brand and share information about the brand. This study examines how MNCs use social media to communicate brand equity by analyzing the global sports brand Nike, Inc. A textual analysis of 40 blogsites that are related to Nike shows how blogging has helped strengthen the MNC’s brand awareness, brand association, and brand loyalty. This study shows that blogging and other forms of social media can be done by both the company and customers. The research also explains how blogging can be done by using various host sites. MNCs can use social media to handle crisis management. As a result, when MNCs, such as Nike, use social media successfully, brand equity can be strengthened.
Keywords: nike, mnc, social media, blogs, brand equity, communication
Cite this article: Gabrielle B. Bellamy. HOW CAN MULTINATIONAL CORPORATIONS USE SOCIAL MEDIA TO COMMUNICATE BRAND EQUITY: THE CASE OF NIKE. Journal of International Scientific Publications: Media & Mass Communication 2, 380-388 (2013). https://www.scientific-publications.net/en/article/1002999/
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