Investigating the Impact of Social Media Marketing on Millennial’s Purchase Intention of Sports Brands in China
A Case of LI NING
- 10.2991/assehr.k.211209.153How to use a DOI?
- Social media marketing; Millennial; Purchase intention; Interaction
This study mainly analyzes the importance of social media for sportswear companies, including marketing and influence, and how social media affects millennials’ purchase intention of sportswear brands. This paper explores some cases of marketing activities of some sportswear companies (Nike, Hongxing Erke) on social media such as TikTok and Weibo and the influence of different social media marketing methods on customers’ purchase intention through the method of case studies. The results show that social media can play a positive role in the publicity and marketing of sportswear brands. In addition, the study also showed that the use of social media has a significant impact on millennials’ willingness to buy sportswear. The research has enormous implications for how sports brands, including Li Ning, can use social media to expand their marketing and influence. In the future, social media will be mainstream. Sports brands need to adapt to such changes by selling live on the primary platforms and signing famous stars to promote people’s willingness to buy their sportswear.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Zhen Niu AU - Rongbo Zhang PY - 2021 DA - 2021/12/15 TI - Investigating the Impact of Social Media Marketing on Millennial’s Purchase Intention of Sports Brands in China BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 937 EP - 943 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.153 DO - 10.2991/assehr.k.211209.153 ID - Niu2021 ER -