Analyzing Customer Sentiment and Brand Perception: A Comparative Study of Nike

Abstract

This research paper investigates the role of social media in shaping brand perception and fostering community among customers, with a specific focus on Nike and its subsidiary Converse. Leveraging insights from a case study on footwearnews.com, we explore how Nike has successfully utilized social media platforms to enhance its market position, capturing 57% of the top footwear brand share. In contrast, Converse has struggled, contributing only 7% to the overall sales in the last season. To identify factors contributing to this disparity, we conduct a Twitter sentiment analysis comparing Converse with its major competitor, Vans. This study aims to uncover the underlying issues affecting Converse's market performance and provide actionable recommendations for leveraging social media to improve brand perception and sales.