Year: 2026
Type: article
Study design: Observational Study
Abstract: Purpose: This study examines the effectiveness of content marketing in promoting the Nike brand among consumers. It evaluates how various content marketing strategies, including social media campaigns, storytelling, athlete endorsements, and digital engagement, influence brand awareness, customer engagement, brand perception, and purchase intention. Design/Methodology/Approach: The study adopts a descriptive research design based on both primary and secondary data. Primary data were collected from 149 respondents using a structured questionnaire through convenience sampling. Secondary data were obtained from books, journals, company reports, research articles, and online sources related to content marketing and brand promotion. The collected data were analysed using percentage analysis, tables, and graphical representation with the help of Microsoft Excel. Findings: The findings reveal that Nike's content marketing has a positive influence on brand promotion. Instagram emerged as the most preferred platform for accessing Nike's content, followed by YouTube and Facebook. Respondents agreed that Nike's visually appealing campaigns, inspirational storytelling, athlete endorsements, and consistent digital presence significantly enhance brand awareness, strengthen brand recall, build customer trust, and positively influence purchase intention. Practical Implications: The study provides valuable insights for marketers, business organizations, and brand managers seeking to develop effective content marketing strategies. The findings suggest that creating engaging digital content, maintaining active customer interaction, and leveraging social media platforms can significantly improve brand promotion and customer relationships. Originality/Value: This study offers empirical evidence on the effectiveness of content marketing in promoting the Nike brand. It contributes to the growing body of literature on digital marketing by highlighting how strategic content creation influences consumer perception, brand image, and buying behaviour in the sportswear industry.
Authors: Boya Mallika, Shaheeda Banu S
Institution: Ballari Institute of Technology & Management
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7203894962
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