Decoding Digital Authenticity: Consumer Perceptions of Nike’s Brand Identity on Social Media

Abstract

In this digital era, brand authenticity on social media plays a pivotal role in shaping consumer perceptions and trust. This study explores how consumers perceive Nike’s authenticity on social media platforms, the impact on trust and loyalty, and the role of social advocacy. Using a quantitative approach with a survey of 200 participants, factor analysis was used to identify key dimensions of perceived authenticity. Regression analysis examined the effect of these dimensions on brand trust, and a chi-square test assessed the relationship between perceived social media influence and trust levels. Findings reveal that engagement-based and sincerity-based authenticity significantly predict trust, while no strong association was found between general social media impact and trust levels. This research offers valuable implications for brand strategy in the age of digital engagement.