"Native" Advertising
An Evaluation of Nike's N7 Social Media Campaign
Bibliographic Data
| ID | 2500946 |
|---|---|
| Authors | W Scott Sanders (0000-0001-7038-9515), Selene G Phillips, Cecelia Alexander |
| Year | 2017 |
| Volume | 41 |
| Issue | 2 |
| Pages | 43-63 |
| Publication date | 2017-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | American Indian Culture and Research Journal (JOURNAL) |
| Journal identifiers | ISSN: 0161-6463 • E-ISSN: 0161-6463 |
| Publisher | California Digital Library (CDL) (PUBLISHER) |
| DOI | 10.17953/aicrj.41.2.sanders |
| OpenAlex | W2781698965 |
| Language | EN |
| References cited | 7 |
Although representations of Native Americans have frequently been used in advertising, historically Natives themselves have been ignored as a consumer market. This paper evaluates the Nike N7 Twitter campaign, which uses Native athletes and imagery to market to Natives, in the context of theory on marketing to ethnic minorities. Specifically, it explores whether the campaign is successfully reaching Native consumers, a historically difficult market to reach, whether advertisements must be granularly targeted to specific tribal cultures, and whether embedded ethnic cues within promotional images on the N7 account affect Twitter users' engagement with the post
Advertising · Advertising campaign · Athletes · Business · Ethnic group · Nike · Political science · Sociology · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · History · Media Studies and Communication
Building Brand Community
Social Identity, Self-Categorization, and the Communication of Group Norms
How Many More Indians? An Argument for a Representational Ethics of Native Americans
Online communities
Shadows of the Indian
Salience of ethnicity in the spontaneous self-concept as a function of one's ethnic distinctiveness in the social environment
Influentials, Networks, and Public Opinion Formation
| Citation velocity | historical |
|---|---|
| Highly cited | No |