The Application Practice of Sports Marketing and Branding in social media: A Case Study of Li-Ning

Abstract

In this era of digital and social transformation, social media is playing an increasingly important role in brand building and marketing and has attracted numerous companies to develop social media marketing strategies for more sales and financial gains. This study, by taking the Chinese sports brand Li-Ning as an example, comprehensively analyzes the brand’s successful practices in brand marketing and branding in the context of social media to deeply understand the positive role of social media marketing in improving the influence and market recognition of sports brands. To this end, this study employs the research methods of literature review, text analysis, and case study. Through an analysis on a series of effective marketing strategies adopted by Li-Ning on social media platforms, we get insights into their effects on increased user engagement, brand awareness, sales growth and market share. However, brands also face challenges in social media marketing, such as social media risks, crisis management, and user privacy protection. Therefore, this study proposes several feasible recommendations for sports brands to give full play to social media platforms to promote their business growth.