Statistical Analysis of the Effectiveness of Media Activity in the Sportswear Market

Student: Saakyan Minas

Educational Programme: Economics and Statistics (Bachelor)

Year of Graduation: 2019

This study investigates the effectiveness of social media activity which is the fastest-growing channel of brand media activity nowadays. It analyzes global Instagram pages of the largest world brands in sportswear market (Adidas, Nike, Puma, Reebok, Under Armour, New Balance), and determines factors affecting the effectiveness of their media activity. Post’s engagement rate is used as a measurement of effectiveness. Study identifies level of impact of posts characteristics such as media type, content type, product category, influencer presence, posting frequency, day and time. on engagement. Results of the study may be used by brands for creating effective social media activity strategy.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses