The effectiveness of the National Basketball Association's (NBA) social media marketing strategies on brand awareness among Generation Z consumers in China

This dissertation examines the effectiveness of the National Basketball Association's (NBA) social media marketing strategies on brand awareness among Generation Z consumers in China. The study also compares the NBA's performance to other sports leagues that also use social media to target Chinese consumers. To achieve this, a mixed-method research approach is employed, including a literature review, quantitative research, and data analysis. The research findings show that the NBA's social media marketing strategies have a significant impact on brand awareness among Generation Z consumers in China. The study also reveals that the NBA outperforms other sports leagues, in terms of social media engagement and fan loyalty.
The research concludes that social media marketing is a critical tool for brands to increase brand awareness and engage with their target audience. The findings of this study have important implications for the NBA and other sports leagues seeking to expand their presence in China and target young consumers.