Article Per Year (5 Year)
p-Index From 2021 - 2026
2.522
P-Index
This Author published in this journals
All Journal Interaksi : Jurnal Ilmu Komunikasi MediaTor: Jurnal Komunikasi Dinamika Komunikator Jurnal The Messenger Isamic Communication Journal Jurnal Studi Komunikasi ARISTO Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal Audience Jurnal Komunikasi Pendidikan Kalbisocio: Jurnal Bisnis dan Komunikasi Journal of Communication Studies and Society Journal of Digital Media Communication Jurnal Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan
Yudha, Reza Praditya
Unknown Affiliation
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

Published : 18 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Digital Media Communication

 1 
ADIDAS’S MARKETING COMMUNICATION STRATEGY AMID THE INTERNATIONAL CONFLICT Yudha, Reza Praditya; Hakim, A. Rahman
Journal of Digital Media Communication Vol 4, No 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/dimedcom.2025.v4i1.14147

Abstract

The Israel-Palestine conflict represents a geopolitical issue with far-reaching implications for global business, including the brand image of international corporations such as Adidas. Amid growing consumer awareness of sociopolitical issues, corporate responses to the conflict have become a focal point that influences public perception and purchasing decisions. This journal aims to analyze Adidas’s marketing communication strategy in responding to public pressure and boycott movements stemming from its associations with Israeli entities. The study employs a qualitative approach using a case study method. Data were collected through media analysis, official press releases from Adidas, and social media posts by activists and the public. Triangulation techniques were used to ensure data validity by cross-referencing multiple sources. The findings reveal that Adidas adopted a communication strategy characterized by neutrality, avoiding explicit affiliation with either side in the Israel-Palestine conflict. While the company terminated its sponsorship with the Israel Football Association following public pressure, it maintained business ties with Israeli manufacturers. Adidas's communication strategy emphasizes values of diversity, inclusivity, and social responsibility through digital campaigns and humanitarian programs. The discussion suggests that this approach may help minimize reputational damage in the global market, although it does not entirely eliminate boycott threats. In conclusion, Adidas’s communication strategy reflects an effort to balance business continuity and social values amid geopolitical tensions. A neutral yet responsive digital communication approach emerges as key to maintaining brand image and consumer loyalty on a global scale.
Co-Authors Adela, Ananda Sekar Affifah, Shintya Tifanny Chaphichith, Xayapheth Dyah Anggraini Hakim, A. Rahman Hakim, Abdur Rahman Hendriyani, Hendriyani Herna irwansyah, irwansyah irwansyah irwansyah, irwansyah irwansyah Ohorella, Noviawan Rasyid Phanphongsa, Vanhna Ramadhan, Muhammad Azizi Wasutiningsih, Anita