Paper Contents
Abstract
This study explores user interaction with Nike's digital advertisements across social media platforms andweb environments, with a focus on analyzing Click-Through Rate (CTR) as a key performance indicator.The goal is to determine which platforms and ad formats generate the most user engagement.Nikes advertising strategy spans multiple digital channels, including Instagram, TikTok, Facebook,Y ouTube, and Google Ads. The research utilizes both secondary data and primary survey responses from150 participants to assess CTR patterns across dierent devices (mobile versus desktop) and ad types(such as video, banners, and stories), as well as user preferences.Results indicate that mobile applications consistently achieve higher CTRs than websites. In particular,Instagram Stories and TikTok influencer content show strong engagement levels. Based on these insights,the study recommends prioritizing a mobile-first approach, focusing on short-form video content andtailoring ads to each platforms unique features to enhance user interaction.
Copyright
Copyright © 2025 Vicky Anand. This is an open access article distributed under the Creative Commons Attribution License.
