Social media content value for a brand: study case

<jats:p>This article aims to study the effects of the social media posts of sports brand (Nike) on the target audience and focusing in Facebook and Instagram, part of the top three most popular social media sites used by teenagers and young adults in the USA. We look at the content of the post (both the photo and caption) and analyze the audience’s responses. We conclude celebrity endorsements have the ability to enhance a brand image, adding further credibility and encouraging User-Generated Content (UGC) and generating more responses in terms of number of likes, hashtags, comments, shares and views. </jats:p>