Date of Award


Degree Type


Degree Name

Master of Arts in Communication Studies


Communication Studies

First Advisor

Renee Hobbs


The purpose of the present study was to examine the idea that social media marketing done by sneaker companies create content that reinforces the feelings of identity and belonging to connect with their audience as an effective marketing strategy. This study was meant to investigate the influence social media has in terms of marketing done by sneaker brands affect consumer engagement behaviors. There were two phases created for the methodology used in the study, including content analysis and deep dive analysis. The findings show that the type of marketing tactics used, design features implemented and the type of post that was used can determine the type of engagement the brand will receive.



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