Publication Date
Spring 4-25-2014
School
School of Business
Major
Business: Marketing
Keywords
Social Media, Homeland/Embassy, Strategic Plan for Under Armour
Disciplines
Marketing
Recommended Citation
Leers, Ashley, "Social Media Strategic Plan For Under Armour" (2014). Senior Honors Theses. 449.
https://digitalcommons.liberty.edu/honors/449
Abstract
This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer satisfaction, increased loyalty, and brand awareness. A list of essential social media networking sites is discussed under the different platforms of networking, promoting and sharing, highlighting their importance to a business. Under Armour’s current social media presence is discussed and how social media has become a new component of the Integrated Marketing Communications (IMC) mix. An illustration of how Homeland/Embassy strategy uses social media is provided as an example of how Under Armour could use social media in its IMC mix.
