Title: The continuous maturity analysis of Li Ning's brand marketing through Weibo, China
Authors: Ziqi Xiang
Addresses: Chongqing Preschool Education College, Chongqing, 400065, China
Abstract: Social media provides a convenient platform for brand marketing of enterprises, and lays a foundation for enterprises to enhance brand image and good consumption conversion rate. Based on the brand marketing theory, this study introduces the concepts of 'cultural marketing' and 'influencer marketing', links the published content of enterprises in social media with specific brand marketing methods, and explores the reasons why the published content plays a good marketing role. This study analyses the contents of 158 blog posts published by Li Ning's official Weibo account from January to June 2021, trying to test the effect of Li Ning's brand marketing by using Weibo as social media. The research shows that the blog content of 'influencer marketing' related to influencer endorsement published by Li Ning's official Weibo account has gained more attention for its brand than the blog content of other topics, which is embodied in the interactive data composed of modules such as forwarding, praise and comment.
Keywords: social media; brand marketing; influencer marketing; China.
International Journal of Electronic Business, 2024 Vol.19 No.1, pp.22 - 55
Received: 27 Dec 2022
Accepted: 18 Feb 2023
Published online: 20 Dec 2023 *