Authors:
Shuying You
1
;
Kyriakos Christofi
2
;
Elena Tsappi
2
and
George Papageorgiou
2
Affiliations:
1
School of Media and Communication, Shenzhen University, Shenzhen, China
;
2
SYSTEMA Research Centre, Department of Management and Marketing, School of Business Administration, European University Cyprus, Nicosia, Cyprus
Keyword(s):
City Image, Brand Development, Integrated Brand Promotion (IBP), Social Media, Information and Communication Technology (ICT).
Abstract:
This paper introduces a framework for utilizing social media in the development of city branding and image enhancement. Amidst the evolving digital landscape, the study emphasizes the transformative potential of social media in reinforcing societal, cultural, and economic attributes vital to city branding. It combines advanced Information and Communication Technology (ICT) with traditional marketing tactics to propose a groundbreaking approach to advertising and brand promotion. The paper highlights the application of innovative methods like social listening, netnography, and machine learning to analyze intricate patterns in consumer communication and behavior. These techniques aim to provide deeper insights into consumer dynamics, crucial for fostering sustainable urban development and enhancing city branding strategies. This work contributes significantly to the understanding of digital tools in city marketing, highlighting their potential in shaping the future of urban development.