Unit:
Speciality Sports MarketingLibrary of the Faculty of Economics and of the Faculty of Business Administration
Author:
Papanastasiou Anastasios-Nektarios
Supervisors info:
Παπαδάς Κάρολος, Επισκέπτης Καθηγητής, Τμήμα Διοίκησης Επιχειρήσεων & Οργανισμών, ΕΚΠΑ
Original Title:
Η επιρροή των social media στην αγορά αθλητικού παπουτσιού
Translated title:
The influence of social media on the athletic footwear market.
Summary:
Over the past two decades, the evolution of the internet, alongside the continuous advancement of its available tools, has increasingly become a part of human life in various forms. This development has also affected the way products are promoted and sold online, with the number of e-commerce transactions continuously rising. Contributing to this trend are advertisements combined with the use of influencers and storytelling — strategies born from digital marketing. In the athletic market, these factors significantly influence the final purchase decision, particularly in the athletic footwear sector.
The first section of this study provides an introduction to the topic under investigation. The second section presents the literature review, which forms the foundation of this research, including references to the use of social media in the sports market, the role of influencers in consumer behavior, the promotion of sports brand identity, and market trends. Following the literature review, the third chapter outlines the research methodology, beginning with an analysis of the positivist research philosophy alongside the research tool — a questionnaire distributed to followers on my social media accounts (Instagram and Facebook).
The fourth chapter presents the analysis of the research tool’s results. It begins with a descriptive analysis, followed by a simple linear regression to examine the variables, and concludes with a reliability analysis of the sample in relation to the research. Finally, the study concludes with the final findings, limitations, and recommendations for future research on aspects not explored in this study.
Main subject category:
Social, Political and Economic sciences
Keywords:
Social Media, Marketing, Digital Marketing, Sports Marketing, Influencers, Influencer Marketing, Storytelling
