Graduation Year

2025

Date of Submission

12-2024

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Intercollegiate Media Studies

Reader 1

James Morrison

Rights Information

©YYYY Kayla Jane Eiko Ishibashi

Abstract

Social media has become a central platform for communication, engagement and a place to exchange ideas revolutionizing how individuals and businesses connect and build relationships. The rapid growth of digital platforms has allowed companies opportunities to enhance visibility and drive sales by reaching billions of users globally. This has turned social media into a powerful marketing tool, enabling brands to showcase their values through impactful athlete-driven campaigns. While many brands use social media advertisements to promote their products, few companies use it to address their commitment to social issues, inclusivity, and individuality to foster a deep emotional connection.

This thesis addresses the impact of social media marketing strategies, with a focus on sports brands like Nike, Adidas, and New Balance, which have leveraged digital platforms and social media campaigns to drive positive change. It explores how advertisements enhance brand identity and allows brands to showcase their commitment to diversity, gender inclusivity, and self-improvement, setting them apart from competitors. Highlighting the effectiveness of these campaigns examines how it utilizes athlete sponsorships to enhance and build consumer loyalty, while addressing the challenges and risks of partnering with high-profile athletes. This study inspects the transformative power of social media in digital marketing and its ability to foster connections within the digital landscape.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.

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