Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.68> Article
Research Article

Exploring the Impact of Personalized Advertising: Analyzing Nike's 'A Feel For Every You' Campaign Through YouTube Audience Reactions

Haoen LiInstitute of Education, University College London, London, UK* Xinyi YanBeanstalk International Bilingual School Jingze ZhangPacific Lutheran University

* Corresponding author: [email protected]

Abstract

This study focuses on evaluating the effectiveness of Nike's "A Feel For Every You" campaign in the digital field, particularly how it establishes personal and emotional bonds with the target audience. This kind of connection is expected to increase brand awareness and deepen people's interest in Nike products and its concept of self-empowerment and physical positivity. This study employed a hybrid approach combining quantitative emotion analysis and qualitative thematic analysis to understand the movement's impact comprehensively. The analysis of YouTube comments shows that the event successfully stimulated positive emotions, such as motivation and satisfaction, while effectively conveying inclusive messages. The title of the event is appropriate because it resonates deeply with the target audience, strengthens emotional connections, increases brand awareness, and cultivates positive associations. Most online discussions revolve around the authenticity of this movement and its relevance to critical social issues such as diversity and inclusivity. In addition, the study also explored the interaction between personalized marketing and consumer attitudes and pointed out the activity's success in emotionally attracting audiences. Although some criticisms have been acknowledged, genuine brand representativeness is strongly recommended to be developed to minimize potential backlash. The study ultimately delved into how personalized marketing techniques affect consumer behaviour, providing recommendations for improving future marketing strategies.

Keywords: This study focuses on evaluating the effectiveness of Nike's "A Feel For Every You" campaign in the digital field; particularly how it establishes personal and emotional bonds with the target audience. This kind of connection is expected to increase brand awareness and deepen people's interest in Nike products and its concept of self-empowerment and physical positivity. This study employed a hybrid approach combining quantitative emotion analysis and qualitative thematic analysis to understand the movement's impact comprehensively. The analysis of YouTube comments shows that the event successfully stimulated positive emotions; such as motivation and satisfaction; while effectively conveying inclusive messages. The title of the event is appropriate because it resonates deeply with the target audience; strengthens emotional connections; increases brand awareness; and cultivates positive associations. Most online discussions revolve around the authenticity of this movement and its relevance to critical social issues such as diversity and inclusivity. In addition; the study also explored the interaction between personalized marketing and consumer attitudes and pointed out the activity's success in emotionally attracting audiences. Although some criticisms have been acknowledged; genuine brand representativeness is strongly recommended to be developed to minimize potential backlash. The study ultimately delved into how personalized marketing techniques affect consumer behaviour; providing recommendations for improving future marketing strategies.
Published: May 15, 2025
DOI: 10.54254/2753-7064/2024.22807
Volume: CHR Vol.68
pp. 45-54
Download PDF

References

  1. Smith, J., Green, K., & Clark, A. (2020). Visual storytelling in digital marketing: Strategies for engaging modern consumers. Journal of Marketing Theory and Practice, 28(2), 225-241.
  2. Anderson, C., & Li, J. (2021). The impact of YouTube as a brand marketing platform on consumer behaviour. Journal of Digital Marketing Research, 15(2), 142-159.
  3. Jones, S., & Thompson, R. (2019). The art of storytelling in brand advertising: Nike's approach to emotional engagement. Advertising Research Journal, 59(1), 45-63.
  4. Kumar, V., & Shah, D. (2016). The impact of personalized marketing on customer loyalty. Journal of Marketing Analytics, 4(1), 33-48.
  5. Chen, L., & Wu, H. (2018). Personalized marketing: A review and future directions. Journal of Marketing Research, 55(4), 601-620.
  6. Patel, N., Sharma, P., & Kumar, V. (2021). Leveraging personalized content for improved consumer engagement. Marketing Science, 40(3), 435-451.
  7. Khan, M. I., & Rahman, M. S. (2018). The role of inclusivity in contemporary advertising: A case study of Nike's marketing campaigns. Journal of Consumer Culture, 18(2), 243-263.
  8. Johnson, K., Smith, R., & Lee, Y. (2022). Consumer engagement with brand advertising on YouTube: A qualitative study. International Journal of Advertising, 41(3), 375-394.
  9. Nguyen, T., & Zhang, M. (2020). User-generated content and its influence on brand perception: A meta-analysis. Journal of Interactive Marketing, 48, 90-105.
  10. Wang, Q., & Sun, M. (2022). Thematic analysis of consumer feedback on social media: Insights from YouTube. Journal of Consumer Research, 49(1), 115-134.
  11. Pang, B., & Lee, L. (2008). Opinion mining and sentiment analysis. Foundations and Trends® in Information Retrieval, 2(1), 1-135.
  12. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
  13. Kapoor, K., Dwivedi, Y. K., & Piercy, N. (2017). Personalization in digital marketing: A systematic review. Journal of Strategic Marketing, 25(7), 612-634.
  14. Shareef, M. A., Kumar, V., & Dwivedi, Y. K. (2017a). Exploring the impact of digital personalization on consumer behaviour. Journal of Business Research, 80, 1-12.
  15. Chu, S. C. (2011). The influence of social media on consumer behaviour: An exploration of the online environment. Journal of Marketing, 75(4), 1-12.