Investigating the Impact of Social Media Marketing on Millennial’s Purchase Intention of Sports Brands in China

A Case of LI NING

DOI

10.2991/assehr.k.211209.153How to use a DOI?

Keywords

Social media marketing; Millennial; Purchase intention; Interaction

Abstract

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.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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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  -