Running shoes: how social media affect the consumer decision process

Abstract

Social media have changed the decision process of customers. During the last years companies have improved the marketing strategy adding new channels as social tools to their plan of communication. From traditional media to new interactive way to meet the customer needs, social media have taken an important role in the change of customer habits. Running is one of the sports most practiced by people and shoes represent the most important equipment. This thesis wants to analyze the specific market of running shoes and how social media are affecting the decision consumer decision process. Through a survey for runners, the impact of social media in the choice of the shoe has been explained, from the awareness to the post-purchase step.