IMPROVING SPORTS MARKETING THROUGH SOCIAL MEDIA PLATFORMS

Abstract

This study examines the impact of the perceived use of current mainstream social media platforms (Facebook, Twitter, and Instagram) on Nike’s sports marketing interaction. Data were collected through a questionnaire survey, and the research respondents were students as social media users at a City University. A convenient sampling technique was used to collect 214 valid data. This finding established a new theoretical model and examined the correlation between the perceived use of social media platforms and the sports marketing interaction toward Nike products in Malaysia. The results show that Facebook, Instagram and Twitter all significantly impact the growth of sports marketing.