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53. Impact of Social Media Advertising on Adidas Consumers in Germany.png

Impact of Social Media Advertising on Adidas Consumers in Germany

Anish Kumar (Date: 17.05.2016)


53. Impact of Social Media Advertising on Adidas Consumers in Germany Indigoball

The effectiveness of social media technologies has provided the companies another platform for advertising (Mangold & Faulds, 2009). The Adidas is one of those brands, using extensively social media networks for advertising of shoes, clothes and other products. Suttle (2016), Clark, Doraszelski, & Draganska (2009) and Kottler & Keller (2009) believe that the advertising has positive impact on consumer brand awareness, purchase decision and  brand loyalty. Addidas AG is using social media networks as a part of its advertising and communication startegy through establishing its presence on key social media networks such as Facebook, Twitter and Instagram. The social media profile of Adidas include; 24 million Facebook fans, 9.1 million Instagram followers, 2.7 million Twitter followers and 2.7 million google plus followers on their Adidas social pages along with other sub-brand social pages. In 2014, the Adidas has run the largest social media campaign in the history of Adidas soccer (shoes) (Jessop, 2014).

See Also: Social Media Strategy of Adidas AG

However, the benefit of new advertising channel (social media) can be received only when it helps the Adidas Company to achieve its advertising objectives and also contribute to overall marketing strategy. For this purpose, by using the example of Adidas, it is important to analyse the impact of social media advertising on consumer behaviour in terms of consumer brand awareness, buying behaviour and brand loyalty. The focus of research is to analyse the impact of social media on Adidas consumer behaviour.

See Also: Social Media Advertising and Consumer Behaviour

impact of social media advertising on Adidas consumers

The impact of social media advertising on brand awareness, purchase decisions and brand loyalty has been measured through using consumer experience with Adidas advertising has been used as independent variable, while elements of brand awareness have taken as dependent variables. The results have been prepared through using regression and correlation tools with the help of SPSS.

1. Customer Experience:

Before going towards actual question, it is important to find out the consumer experience with Adidas shoes, because a good experience is helpful to collect quality data as compared to non-experience. The consumer experience with Adidas shoes have been confirmed with different ways. First, the usage ratio shoes that either respondents have ever used Adidas shoes or not. The 79% respondents have replied that they have used Adidas shoes, while 19% respondents don’t have experience. Similarly, when respondents were asked to rank Adidas brand, almost 65% customers liked and only 7% customers didn’t like it well. However, a significant majority of respondent’s have experience with Adidas shoes and also like Adidas brand, which is good for collecting required data.

As this research is about social media advertising, so it is very important that respondents must be having experience with social media networks. The survey findings showed that 53% respondents use Facebook, 7% respondents are using Twitter, 29% respondents are present on Instagram and 9% respondents use other social media works. Additionally, when respondents were asked to express their daily usage hours, it has been found that the 68% respondents spend 1 to 5 hrs on social media, 21% respondents spend less than 1 hr, 7% respondents spend 5 to 10 hrs and 4% respondents spend more than 10 hrs on social media. These results also show the popularity of social media networks among students in Germany along with their usage rate. However, majority of consumers have experience with social media networks.

Further, the customers were asked to express their experience with social media pages of Adidas on social media networks. The results were not satisfactory, as only 16% students have subscribed to Adidas social pages and 75% customers didn’t subscribe. The poor subscriber ratio might be result of low awareness, boring contents or customer bad experience. However, for survey, both groups of customers were added into research, because even one don’t subscribe to page, but Facebook and Twitter marketing feature put the company’s advertising to non-subscribers. As Adidas is also using Facebook paid marketing, so it is expected that the non-subscribers may having experience with Adidas advertising on social media (Next question). Moreover, when customers were asked to express their subscription social networks, it has been found that 24% students have subscribed to Facebook fan page of Adidas, while, 1% have subscribed to Twitter page, 3% have subscribed to Instagram and 1% respondents have subscribed to other social media pages of Adidas. These finds show the popularity of Adidas social pages among Adidas customers. However, these results are showing the respondent’s experience with Adidas social pages.

2. Impact on Brand Awareness:

The impact of Adidas social media advertising has been measured through getting customer response on different elements of brand awareness. Before going towards brand awareness, the consumer experience has been measured directly with Adidas social media advertising. The findings showed that 8% respondents are fully agreed and 20% respondents are agreed that they have seen Adidas ad on social media. The 43% respondents showed neutral response, while 16% were disagree and 13% were fully disagree on this question. Although a considerable number of respondents are neutral, which might be due to poor brand recall factor of consumers.

First, the results of consumer brand recognition have showed significant relationship as p-value is 0.000 (<0.05), which means, the consumer experience with Adidas social media advertising has increased brand recognition of consumers. Second, the results of consumer brand recall have showed as p-value 0.000 (<0.05), which means, the consumer experience with Adidas social media advertising has increased brand recall of customers. Third, the regression results of “Priority thinking of Adidas” has showed again significant relationship, as p-value 0.000 (<0.05), which means, the consumer experience with Adidas social media advertising has increased customer priority thinking of Adidas brand. Fourth, the findings of customer knowledge have showed the regression as significant relationship, as p-value 0.000 (<0.05), which means the consumer experience with Adidas ads has increase their knowledge about Adidas products. Overall, these results have showed a positive impact of Adidas social media advertising on consumer brand awareness. However, the high brand recognition and brand recall can be result of other marketing efforts, but the statistical evidence show significant relationships.

3. Impact on Purchase Decisions:

The impact of social media advertising on purchase decisions has been measured through analysing different elements of purchase decisions. First, the regression results of “buying shoes” have showed significant relationship, as p-value 0.000 (<0.05), which means, the Adidas social media advertising positively influence purchase decisions of consumers. Second, the regression results of “buying motivation” have showed again significant relationship, as p-value 0.000 (<0.05), which means, the Adidas social media advertising motivates the consumer behaviour to buy Adidas shoes. Third, the regression results of “help in purchase process” has showed significant relationship as, p-value is 0.000 (<0.05), which means, the Adidas help in purchase process positively helps the customers during purchase. Fifth, the regression results of “comparison between different Advertising methods” have showed significant relationship between results variables as p-value 0.000 (<0.05), which means the social media advertising positively influence purchase decisions as compared to other advertising methods. Overall, the social media advertising by Adidas positively affects purchase decisions of consumers.

4. Impact on Brand Loyalty:

For brand loyalty, the consumer experience with Adidas advertising has been used as independent variable, while elements of brand loyalty have taken as dependent variables. First, the regression results of “excitement” showed a positive relationship as p-value 0.000 (<0.05), which means, the consumer experience with Adidas social media advertising makes customer feel good and excited. Second, regression results of “Adidas Facebook page visit” show a positive significant relationship, as p-value 0.000 (<0.05), which means, the consumer experience with Adidas social media advertising motivates the customers to visit Facebook page of Adidas. Third, the regression results of “recommending others” have showed positive relationship as p-value 0.000 (<0.05), which means, the consumer experience with Adidas Facebook advertising leads to generate positive word of mouth. Fourth, the regression results of “receiving advertising” has showed positive significant relationship, as p-value 0.000 (<0.05), which means, the after seeing Adidas social media advertising, the customer like to receive advertising from Adidas consumer, which is sign of brand loyalty. Overall, the social media advertising by Adidas positively affects brand loyalty s of consumers.

 


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