The Use of Social Media Platforms in Customer Relationship Management: An Analysis of Adidas.

This dissertation investigates the role of social media platforms in enhancing customer relationship management (CRM), with a specific focus on Adidas, one of the leading global sportswear brands. The research explores how Adidas utilises platforms such as Facebook, Twitter, Instagram, YouTube, and TikTok to interact with consumers, resolve issues, and foster customer satisfaction and loyalty. The study is motivated by the increasing importance of social media in shaping modern CRM strategies and the evident research gap regarding its impact within the sportswear industry. The research adopts a positivist philosophy and deductive approach, employing a quantitative survey methodology to gather data from 50 respondents. Through structured questions, the study evaluates Adidas's use of social media for customer engagement, service, and community building. The theoretical framework is underpinned by four models: the Honeycomb Model, the RACE Model, the IDIC Model, and the Ladder of Loyalty, each of which informs the analysis of Adidas’s strategies. Key findings indicate that Adidas effectively uses social media to increase customer interaction, provide real-time support, and build emotional connections with its audience. The use of influencers and user-generated content enhances brand loyalty, while timely responses on customer service platforms positively impact satisfaction. However, the study also highlights challenges such as reputational risk and the complexity of managing a vast and diverse digital audience. Finally, the research affirms that social media CRM strategies significantly contribute to customer satisfaction and long-term loyalty. It recommends that Adidas continue to personalise interactions, maintain responsiveness, and develop region-specific strategies. The study contributes to academic knowledge on digital CRM and offers practical insights for brands aiming to optimise their social media engagement for stronger customer relationships. Future research may expand on this foundation by incorporating longitudinal data or comparative analyses across brands and industries.