Research on Sports Brand Communication in the New Media Era

DOI: https://doi.org/10.62517/jmpe.202418106

Author(s)

Xuechen Tian1, Lei Zhang 2,*, Xiang Li1

Affiliation(s)

1Department of Physical Education, Kunsan National University, Gunsan, Korea 2Department of Media and Culture, Kunsan National University, Gunsan, Korea *Corresponding Author.

Abstract

With the continuous development of information technology, the whole society has entered the era of new media, and all walks of life are also exploring the deep integration with new media and seeking new breakthroughs. In this context, it is necessary to rethink and adjust the traditional brand building and communication strategies in the construction and promotion of sports brands. Based on the analysis of the development of sports brands in the new media era, the impact of new media on sports brand communication, and cases. The current sports brands need to constantly innovate and learn, flexibly use new media for brand communication, and strengthen the interaction between brands and fans in order to promote the long-term development of brands. At the same time, it is also necessary to formulate corresponding strategies and measures to cope with the risks and challenges that new media may bring. Sports brands should burst out new vitality in the new media era.

Keywords

New Media; Sports Brand; Sports Communication; Brand Communication

References

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