New Media Strategies of Sports Brands via Social Media: A Literature Review

Abstract

Against the backdrop of the digital era and the development of new quality productive forces, the marketing models of sports brands are undergoing a profound transformation. Based on a systematic review of relevant literature at home and abroad, this paper conducts a research summary on new media strategies implemented by sports brands via social media. Firstly, it analyzes the theoretical evolution of marketing paradigms from the traditional "media-centric" model to "interactive construction" in the social media era, and discusses four major driving forces: technological progress, changes in consumer demand, market competition, and globalization. Secondly, it constructs a five-dimensional core strategy system, including content strategy, KOL and community strategy, datadriven precision marketing integrated with e-commerce, cross-cultural communication strategy, and brand image and crisis public relations strategy. Research shows that successful social media marketing is essentially a process in which brands transform users into brand identifiers and co-builders through value communication, emotional interaction, and cultural empowerment. Finally, this paper summarizes the effect evaluation dimensions and practical challenges of existing strategies, and puts forward future research prospects from four directions: technological empowerment, sustainable development, brand equity accumulation, and segmented market expansion, so as to provide references for theoretical innovation and practical development in this field.