Author(s)

Pei Chen, Chenggang Li^*

School of Business, Beijing Institute of Fashion Technology, Beijing, China.

As the law of Internet media communication and marketing, 4I theory has many values of content and operation combined with overseas social media platform Instagram. In order to understand the marketing situation of Li-Ning in overseas social media Instagram and put forward corresponding strategies for the problem to provide reference for Li-Ning’s Instagram media marketing, this paper uses online data collection and researching Li-Ning’s performance on overseas social media and analyzes the current marketing effect and problems of Li Ning in instagram. Finally, Li-Ning’s marketing effect in Instagram still needs to be improved, especially in terms of entertainment and interactivity. Therefore, based on the 4I theory, Li-Ning’s problems in Instagram were optimized from the aspects of interesting, interest, interaction and personality principles.

Li-Ning, 4I Theory, Media Marketing, Instagram

Chen, P. and Li, C. (2024) Analysis of Instagram Media Marketing Strategy of Li-Ning Based on 4I Theory. Modern Economy, 15, 321-334. doi: 10.4236/me.2024.153016.