Nike's Strategy in Cultivating Customer Advocacy: A Case Study on Successful Brand Engagement and Consumer Loyalty

Abstract

This study examines Nike's strategy for building customer advocacy through a brand engagement and consumer loyalty approach, by analyzing content contained on Nike's official website and the Nike Run Club (NRC) application. In the era of digital interconnectedness, consumer behavior is undergoing a transformation that extends beyond buying products to include being observers, reviewers, and even brand advocates. This dynamic drives the emergence of an experience-based economy, where consumers expect personal and meaningful engagement. The qualitative method employed is the case study approach, which utilizes a thematic analysis based on the Empathy map framework to explore how Nike's digital messages evoke emotional and psychological experiences in consumers. The results of the study show that Nike has succeeded in orchestrating an immersive and integrated digital experience through NRC, which not only strengthens brand engagement but also transforms users into consistent and empowered brand advocates. It was found that strong brand engagement is needed as a strategic bridge between loyalty and advocacy, facilitating the shift from passive consumers to active and vocal communities. These findings contribute to understanding how digital content can strengthen the relationship between brands and consumers in the digital era