Developing a Framework for City Brand-Image Promotion via Social

Media Communication

Shuying You

, Kyriakos Christofi

2,* b

, Elena Tsappi

and George Papageorgiou

School of Media and Communication, Shenzhen University, Shenzhen, China

SYSTEMA Research Centre, Department of Management and Marketing, School of Business Administration,

European University Cyprus, Nicosia, Cyprus

Keywords: 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.

1 INTRODUCTION

Over recent years, the synergy of social media

technologies and urban development has

revolutionized the domain of city branding. This

phenomenon, gaining traction among scholars and

practitioners alike, stands at the intersection of

advertising, brand promotion, and sustainable urban

development. The concept of city branding, central to

local governance and policy-making, leverages a

city’s image as a strategic asset, potentially catalyzing

economic growth through tourism and foreign

investments, (Lynch, 1996; Braun, 2008; Zenker and

Beckmann, 2013; Bhupesh, Berg and Björner, 2015;

Nguyen et al., 2023).

Studies in tourism management, urbanization, and

marketing have broadly examined city branding, yet

a critical gap persists: the integration of Information

and Communication Technology (ICT) and social

media advancements in this context. Lynch's seminal

work "The Image of the City" (Lynch, 1996) laid the

https://orcid.org/0000-0003-2648-5803

https://orcid.org/0000-0002-2277-5283

https://orcid.org/0000-0003-3288-6419

groundwork for understanding city branding as a

modern construct, extensively explored in urban

planning and social sciences (Banai and Rapino,

2009; Morello and Ratti, 2009). Tracing its roots to

the 19th century, city branding and marketing have

evolved, with recent developments underscoring the

role of digital society in reshaping public perception

and engagement (Avraham, 2004; Liu and Chen,

2007; Larsen, 2018).

Central to the development of the city's image is

the collaborative efforts of local governments,

businesses, and residents. Their unified aim: is to

sculpt a city’s identity that reflects both official

aspirations and the lived experiences of its populace

(Avraham, 2004; Zhang and Zhao, 2009). Herein lies

the crux of modern city branding - the effective use

of Electronic Word of Mouth (EWOM) in social

media as a transformative tool for image crafting and

brand dissemination. An Integrated Brand Promotion

(IBP) strategy, centered on digital communication

channels, is therefore imperative. This strategy

You, S., Christoﬁ, K., Tsappi, E. and Papageorgiou, G.

Developing a Framework for City Brand-Image Promotion via Social Media Communication.

DOI: 10.5220/0012699400003717

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 6th International Conference on Finance, Economics, Management and IT Business (FEMIB 2024), pages 60-68

ISBN: 978-989-758-695-8; ISSN: 2184-5891

should encompass content and mobile marketing

techniques, pivoting on authentic citizen perspectives

to forge effective city image development strategies

(Avraham, 2004; Larsen, 2018).

Globally, cities are increasingly mobilizing digital

platforms to reimagine their branding narratives.

Regional leaders and urban planners are recognizing

the power of social media in sculpting city images

that attract investments and tourism (Wang and Feng,

2023). Despite the burgeoning interest and

application in this field, a comprehensive

understanding of the mechanisms by which social

media influences city branding remains elusive.

Previous research has explored city image

development through various lenses – urbanization

(Millington, 2016), educational institutions(Kotler

and Fox, 1995), events (Beriatos and Gospodini,

2004), and heritage (Porras-Bernardez et al., 2019)

yet the specific dynamics of social media in this

process are not fully elucidated.

This paper aims to bridge this gap, offering a

holistic investigation into the development of city

image-branding, with a special emphasis on digital

marketing tools and social media strategies.

Furthermore, this paper leverages insights from

recent research, such as the study by Maricchiolo et

al. (2021), which illuminates the pivotal role of place

attachment in city branding. Their investigation

underscores the transformative potential of social

media in fostering deeper connections between

residents and their urban environments. By enhancing

place attachment through strategic social media use,

cities can cultivate a brand image that resonates with

both locals and visitors, thereby driving sustainable

urban development. In an era where the digital

economy and society are inextricably linked,

understanding the nuances of social media's role in

city branding is not just academic but a practical

imperative for sustainable urban development.

2 LITERATURE REVIEW

The conceptualization of the city as a dynamic entity

has evolved significantly, from Mumford's (1970)

portrayal of the city as a "theater of social action" to

contemporary views that consider the impact of

digital media on urban identities. While Mumford and

subsequent urban theorists like Jacobs and Appleyard

(1987), and Jacobs (1992) underscored the vibrancy

and theatricality of city life, their perspectives

primarily reflected physical interactions within urban

spaces. This traditional lens on urbanism, as

articulated by Wirth (1938) in his exploration of

"urbanism as a way of life," laid the groundwork for

understanding urban personality but did not anticipate

the digital transformation of city branding.

In the digital era, Sassen (2011) and Castells

(2015) introduced the notion that cities are now

constructed in both physical and electronic spaces,

bridging the "space of flows" with the "space of

places." This dual existence challenges previous

notions of urban identity by incorporating the global

reach and immediacy of digital communication

networks into the fabric of city branding. The

introduction of "Smart Cities" and the

"Communicative City" concept (McQuire and Wei,

2020) further expands the scope of urban

development to include digital infrastructure and

interactive media as essential components of city

branding strategies.

The transformation towards "Smart Cities"

represents an ambitious vision for urban

development, aiming to integrate creativity,

sustainability, and technological innovation to

improve the quality of life and economic prospects

(Lee, Hancock, and Hu, 2014). Yet, this vision

necessitates a critical appraisal of how such

aspirations align with the practical realities of urban

living and the potential risks associated with digital

divides and privacy invasions. The "Communicative

City" concept, as proposed by McQuire and Wei

(2020), further emphasizes the centrality of

communication in city development. While the

application of large screens and media art offers novel

avenues for cultural expression and public

engagement, it prompts critical reflections on the

accessibility of such technologies and their

implications for urban inclusivity.

The adaptation of cities in response to global

challenges, such as the COVID-19 pandemic,

underscores a pivotal moment of urban rethinking.

Milan's adoption of the "15-minute city" concept

(Pinto and Akhavan, 2022) illustrates a strategic shift

towards localized living that promises enhanced life

quality. However, the replicability of such models

across diverse urban contexts demands a critical

examination of their sustainability and adaptability

post-pandemic.

In the intricate digital landscape, the dynamics

between city branding and resident satisfaction

present a compelling complexity. The investigation

by Priporas, Stylos, and Kamenidou (2020) into the

confluence of city image, brand personality, and

social media engagement reveals a poignant

dichotomy. On one hand, there's a visible

enhancement in brand engagement among

Generation Z during economic downturns, propelled

Developing a Framework for City Brand-Image Promotion via Social Media Communication

by adept utilization of social media. Conversely, this

increased engagement contrasts sharply with a

broader sentiment of resident dissatisfaction,

highlighting a paradox within digital city branding

efforts. This paradox underscores the nuanced,

sometimes contradictory, impact of digital strategies

on city branding, suggesting an urgent need for

comprehensive understanding beyond surface-level

engagement metrics.

Expanding upon Kotler, Haider, and Irving's

(1993) seminal concept of place image—a complex

amalgam of beliefs, ideals, and impressions—recent

empirical work out of Thessaloniki, Greece, adds a

critical dimension to our understanding. This study

not only corroborates the multifaceted nature of city

image in the context of social media engagement but

also elucidates the specific impacts on Generation Z.

The positive reception of a city's brand personality

and image among young residents on social media,

juxtaposed against an overarching negative

correlation with resident satisfaction, paints a vivid

picture of the intricate interactions at play. These

findings not only affirm but also challenge the

traditional frameworks of city branding, urging a

reevaluation of how digital and demographic-specific

behaviors intertwine and influence overall

satisfaction.

This nuanced landscape prompts several critical

reflections. First, the observed dichotomy raises

questions about the effectiveness of current digital

branding strategies in genuinely enhancing resident

satisfaction and place attachment. It suggests that

while social media can significantly amplify

engagement with younger demographics, this does

not necessarily translate into a positive perception of

the city's brand among the wider population. Hence,

there exists a critical gap between digital engagement

and holistic urban satisfaction, indicating that

enhanced social media interaction does not

automatically equate to improved brand perception.

Moreover, the insights from Thessaloniki offer

invaluable guidance for future city branding

initiatives, especially in the digital age where

Generation Z's perceptions increasingly influence

urban narratives. However, they also caution against

a one-size-fits-all approach, highlighting the

importance of tailoring city branding strategies to

address the diverse needs and expectations of

different demographic segments.

In light of these observations, it becomes

imperative for city branding practitioners to delve

deeper into the socioeconomic divides that digital

platforms may bridge or exacerbate. A critical

approach to leveraging social media in city branding

should consider not only the potential for enhanced

engagement but also the broader implications for

resident satisfaction and urban identity. Future

strategies must navigate the delicate balance between

leveraging digital innovations for brand promotion

and ensuring these efforts resonate meaningfully with

the community's fabric, fostering genuine satisfaction

and attachment.

Many different factors influence a city’s image or

perception among potential visitors and tourists.

These include the city’s demographic characteristics,

status or political power, population size, crime rate,

socioeconomic status and employment, number and

characteristics of state institutions located within the

city, geographic location and historical context,

movies and TV shows set within the city, media

coverage, ambiance, entertainment options, tourism

or cultural values, and physical appearance

(Avraham, 2000). Lynch (1996) approached the city's

image from the perspective of its overall

development, emphasizing the importance of the five

elements of node, landmark, edge, path, and district

for people to recognize. Focus was placed on the

personal perceptions of residents’ observation and

perception of the urban environment and other forms.

While this view illuminates the physical elements

of people's perceptions of the city, some scholars

argue that it exaggerates the static properties. Later,

in his book 'Good City Form', Lynch (1984) shifted

focus from the identifiability of urban form to the

more abstract concept of 'individual feels', making it

the central element of urban meaning. Based on

Lynch’s ideas, some Chinese scholars (Li et al., 2011)

expanded and extended the concept of city image in

terms of city culture and city spirit, and consider city

image as a synthesis of social forms, values, and

behaviors. In this approach, the emphasis is placed on

the 'individual feeling' described by Lynch, reflecting

the overall biased perception of the public towards a

specific city.

Adding to these perspectives, Nguyen et al.

(2023) explored the role of social media

communication, tourist satisfaction, and destination

brand equity components in enhancing destination

brand equity. Their study, based on the Stimulus-

Organism-Response (S-O-R) theory, underscored the

significant impact of user-generated content on social

media in shaping public perceptions of a city. This

highlights the evolving landscape of city branding,

where social media platforms serve not just as tools

for promotion but as critical environments where city

images are dynamically constructed and negotiated.

The findings from Nguyen et al. (2023) contribute to

this complex matrix of factors affecting city image,

FEMIB 2024 - 6th International Conference on Finance, Economics, Management and IT Business

demonstrating the increasing importance of digital

engagement and the content generated by both

destination marketing organizations (DMOs) and

tourists themselves. This integration of digital

communication strategies with traditional elements of

city branding presents a more nuanced understanding

of how cities can manage and enhance their image in

the digital age.

In today’s era of digital media, urban identities

and city impressions are increasingly shaped by the

intricate dynamics of online communities. These

virtual spaces foster diverse identities and

emotionally rich dialogues, expanding personal

networks and redefining traditional boundaries of

urban identity (Rheingold, 1993). This shift is marked

by a transition to 'electronic identity marks' (e-ID),

signifying a profound change in how urban identities

are constructed and perceived (Pennebaker et al.,

2015). The 'Sponge City Program' in China is a prime

example of this digital transformation, utilizing social

media platforms like Weibo and WeChat for effective

public engagement and positive city brand image

development (Thadani, Li and Chan, 2020).

Following this digital trend, the 'Augmented

Reality (AR) in Advertising and Marketing Digital

Communications' study (Papageorgiou and You,

2023) further illuminates how emerging technologies

like AR are revolutionizing city branding. By

blending digital and physical experiences, AR

enhances user engagement and provides innovative

ways to convey city branding elements, showcasing

the potential of digital technologies in creating

dynamic and engaging city brand images that

resonate with modern urban residents and visitors.

The 'Sponge City Program' in China exemplifies

the impact of this digital transformation on city

branding. Aimed at tackling urban water management

issues, the program harnesses social media platforms

like Weibo and WeChat, effectively engaging the

public and fostering a positive city brand image. This

approach highlights the strategic role of social media

in city branding, demonstrating its ability to engage

communities and shape public perception (Thadani,

Li and Chan, 2020). In reinforcing the dynamic

landscape of city branding, the study by Zhang &

Ghing (2023) exemplifies the profound influence of

social network sites on shaping the communicative

strategies of urban brands, with a focus on Xian City.

This research underlines how platforms such as

Weibo not only serve as tools for promotion but

fundamentally alter the engagement between cities

and their constituents, fostering a richer, more

participatory brand dialogue. Complementarily, Wan

& Li (2024) delve into the broader shifts

underpinning city branding in the digital era,

advocating for an adaptive strategy that integrates

social media and digital innovations to engage

contemporary audiences effectively. Their analysis

suggests a move beyond traditional branding

approaches towards methodologies that embrace the

dynamism of social media, underscoring the critical

role of digital engagement in establishing resonant

urban identities. Together, these studies provide

compelling evidence of the shifting paradigms in city

branding, marked by the increasing centrality of

digital platforms in crafting and communicating city

brands that resonate with modern stakeholders.

In the current digital landscape, urban identity is

increasingly shaped by digital platforms, as illustrated

by initiatives like China's 'Sponge City Program',

which utilize social media for enhancing brand

image. Concurrently, emerging technologies such as

Augmented Reality (AR) redefine city branding

strategies by offering immersive experiences that

elevate user engagement. This shift towards a digital-

centric approach in urban branding accentuates the

importance of interactive and participatory

communication channels in cultivating a positive

perception of the city. Nevertheless, the essence of

effective city branding extends beyond mere

technological innovation. As explored by

Maricchiolo et al. (2021), the crux of city branding

lies in the ability to foster profound connections

between individuals and urban spaces. Through

strategic use of social media, cities can significantly

strengthen these connections by developing place

identity and reinforcing social bonds among residents

and visitors. This complex interplay between digital

innovations and the intrinsic human need for

connection underscores the multifaceted nature of

urban branding, suggesting that while technological

tools offer new avenues for engagement, the heart of

city branding fundamentally resides in nurturing

meaningful relationships within the urban ecosystem.

Most of the previous studies on urban identity

have been conducted with/in offline urban entities,

pointing to the psychological attachment, cultural

affiliation, and lifestyle identity of inner-city

members, and emphasizing the influence of mass

media on urban communication. However, we argue

that the ponderous citizens dissolve the city

boundaries, and that identity relies more on the

citizens’ vague feelings. This internalization and

diffusion of city identity may be considered from the

perspective of citizens’ identity and expression.

Therefore, the concept of the city image is what is

being perceived by the citizens and visitors. It is an

impression triggered by emotions about the city felt

Developing a Framework for City Brand-Image Promotion via Social Media Communication

by Internet social media users through various ways

of understanding the city. It could be considered as

the sum of the cognitive effect of the city on the

public with its natural and social elements, and from

the perspective of the citizens, visitors and tourists. It

is the general impression and the sum of public

opinions about the city.

3 A FRAMEWORK MODEL FOR

EVALUATING CITY BRAND-

IMAGE IN AN ERA OF

DIGITAL COMMUNICATIONS

The overall aim is to bridge the gaps found in the

literature by proposing a holistic model based on the

critical factors that contribute towards the

development of positive city brand-image focusing

on the use of digital communication and social media

platforms. For operationalization purposes

such a framework would serve three objectives as

shown on the flowchart of Fig.1.

Figure 1: Proposed Framework Model Objectives.

First, objective is to identify the main factors

influencing people’s perceptions of city image

through social listening or netnography of social

media networking platforms. Second, to explore the

interrelations of those factors that contribute to the

development of positive city brand-image. Finally, to

establish a path based on those factors that marketers

and policy makers can follow to develop a city brand

via digital communications and social media.

By applying this framework model, the following

research questions can be answered:

(i) What brand/image of cities can we extract

from public discussion based on people’s

perceptions on social media?

(ii) What are the main factors that influence

city branding via social media?

(iii) How are those factors interconnected and

related to building a city brand on social

media?

This framework acknowledges the significant role

of social media in city branding while recognizing the

nuanced challenges posed by the dynamic nature of

digital communication. The synthesis of digital and

traditional branding methods offers a comprehensive

pathway toward developing a resonant city brand

image, balancing innovative engagement strategies

with foundational branding principles. The necessity

of an integrated approach underlines the evolving

landscape of city branding, where digital strategies

extend beyond mere promotional tools to become

central components of the branding process. This

shift demands an acute understanding of digital

platforms' capabilities and limitations, advocating for

strategic engagements that harness the full potential

of social media while acknowledging the importance

of traditional branding elements.

In the context of digital communications, the

integration of digital strategies, such as social media

engagement and augmented reality (AR), offers a

transformative avenue for city branding efforts. These

strategies not only facilitate direct and interactive

communication with target audiences but also enable

cities to present their unique attributes in engaging

and innovative ways. For instance, augmented reality

(AR) applications can create immersive experiences

that highlight a city's landmarks and cultural events,

thus enhancing user engagement and contributing to

a more dynamic city brand image. Moreover, social

media platforms like Weibo and WeChat have proven

effective in engaging the public and fostering a

positive city brand image, as demonstrated by

initiatives like China's 'Sponge City Program.'

To maximize the impact of digital strategies on

city branding and resident satisfaction, it is crucial to

ensure that digital representations accurately reflect

the city's real-world attributes and address the needs

and preferences of its residents. Engagement should

be inclusive, bridging digital divides to ensure that all

segments of the population can participate in the

digital discourse. By adopting a balanced approach

that leverages the potential of digital tools while

grounding efforts in the city's genuine character and

community aspirations, cities can develop branding

strategies that resonate deeply with both residents and

visitors.

The call for future research to delve into the

evolving digital landscape's implications for city

branding is critical, especially as emerging

technologies and shifting user behaviors continue to

redefine the parameters of effective brand

development. This exploration should aim to uncover

the long-term impacts of digital city branding

strategies on place attachment and urban identity,

considering the digital behaviors of various

demographic groups. The integration of traditional

and digital city branding methods to achieve a holistic

and sustainable brand development approach

FEMIB 2024 - 6th International Conference on Finance, Economics, Management and IT Business

represents a fertile ground for investigation. Such

research could provide invaluable insights for urban

planners, policymakers, and marketers striving to

foster vibrant, connected, and resilient urban

communities in the digital age.

The implementation of this framework aims to

enrich the theoretical and practical understanding of

city branding, offering a nuanced perspective that

blends digital innovations with traditional branding

tenets. By highlighting the potential of social media

to enhance place attachment and community well-

being, the framework sets a new standard for

developing city branding strategies that are

responsive, inclusive, and adaptable to the demands

of the digital era.

3.1 The Proposed Model

Evaluating a city's brand image among specific target

populations can utilize various methods, including

attitude surveys via questionnaires, focus groups, and

in-depth interviews. The framework adopts an

exploratory sequential mixed-method design, as

detailed by Creswell and Poth (2018). Building on the

insights of Maricchiolo et al. (2021), this framework

highlights the strategic role of social media in

enhancing place identity and social bonds, essential

for fostering local social identity and improving

community well-being.

Adding depth, the study by Ramadhani and

Indradjati (2023), provides a crucial conceptual

framework for understanding social media's role in

the acceptability and effectiveness of city branding

efforts. This research underscores how social media

engagement and participation lead to the creation of a

city brand that gains wide acceptance among diverse

stakeholders. Integrating these insights, the

framework aims at developing city branding

strategies that deeply connect with both residents and

visitors, aiding sustainable urban growth.

Highlighting the significance of digital

communication and the role of place attachment in

enhancing the city's brand image, this model serves as

a guide for devising effective city branding strategies

that resonate on a broad scale, initiating with an

exploratory phase followed by statistical analysis of

the outcomes. This methodology unfolds in two main

phases, as illustrated in Fig. 2, ensuring a robust

application of social media's potential in city

branding.

Figure 2: The proposed Framework Model.

First Phase

This phase aims to explore the phenomenon of

developing city image through social media. To

achieve that, content analysis on three major cities

may be contacted. Specifically, by investigating the

users’ reactions posted on Weibo and Twitter via text

analysis techniques, the researcher could identify the

major factors that influence the development of a city

image via social media. Additionally, this study

focuses on the cities of New York, Hong Kong, and

Shenzhen.

According to (Sassen, 2001), New York and Hong

Kong have emerged as “Global Cities”,

interconnected centers of finance and specialized

producer services for the world economy. Being

direct neighbors, Shenzhen has always shared

similarities with Hong Kong, their relationship and

relative positions vis-à-vis each other and in the

broader political economy have changed over time

(Leung and Waters, 2022). Both Shenzhen and Hong

Kong are reframed in 2016-2017 as the ‘Guangdong-

Hong Kong-Macao Greater Bay Area’, a megalopolis

that should become ever more integrated

economically and physically through intensifying

flows of people, capital, goods, and services (Leung

and Waters, 2022). As a result, these cities are

considered as successful in projecting a city image

that derives from social media and are the most

appropriate to study this phenomenon. Furthermore,

both Weibo and Twitter are widely used and accepted

by the international literature(Roberts and Koliska,

2017; Xie et al., 2021). The combination of those two

platforms also helps the researcher to avoid data

accessibility problems when analyzing Chinese

regulations on Twitter (Gao et al., 2012; Liu et al.,

2014).

Text analysis could be performed with the usage

of the Term Frequency-Inverse Document Frequency

TF-IDF, Latent Dirichlet Allocation LDA, and

Linguistic Inquiry and Word Count LIWC. These

methods allow researchers to measure keywords, key

topics, and sentiments of the posts about city image.

Additionally, they provide a comprehensive analysis

of the features of city image on social networking

platforms such as Twitter and Weibo and are ideal for

Developing a Framework for City Brand-Image Promotion via Social Media Communication

deep data mining of users’ general perceptions of a

city image.

TF-IDF (Term Frequency-Inverse Document

Frequency) is a commonly used weighting technique

in information retrieval and data mining to evaluate

the importance of words in a set of documents. Words

with high frequency and low IDF are considered more

important in a document and can be used as

representative keywords. Therefore, this study will

extract keywords regarding a city to describe the

place, or the events/activities related to the place

(Luhn, 1958). LDA (Latent Dirichlet Allocation) is a

dominant method widely used for topic extraction and

classification. As a non-directed learning model,

LDA is capable of extracting lists of words by topic

and identifying topics based on joint probability

(Blei, Ng and Jordan, 2001). Thus, LDA can be

adopted to identify potential trending topics and the

popularity of each topic regarding different attributes

of city image. LIWC (Linguistic Inquiry and Word

Count), which is a method commonly used for

sentiment analysis (Pennebaker et al., 2015), will be

employed to measure the emotions in posts about the

city on social networking platforms such as Twitter

and Weibo. The LIWC method will be used to obtain

users’ general sentimental feelings about different

parts of a city. After the content analysis, key themes

will emerge from the empirical investigation of this

phase. Those themes will be connected in a structural

pathway toward the development of the city image.

As a result of this analysis, specific hypotheses

relevant to city image development will be

formulated. Therefore, this phase serves as the

foundation of the statistical analysis, which is on the

nature of exploratory investigations (Denzin and

Lincoln, 2018).

Second Phase

The second phase in the framework aims to test

hypotheses derived from the previous stage using

Structural Equation Modeling (SEM). SEM is a

statistical methodology that employs a confirmatory

(i.e., hypothesis-testing) approach to examine a

structural theory related to a particular occurrence.

Typically, this theory aims to reveal 'causal' processes

by analyzing measurable observations on many latent

variables (Bentler, 1988; Nguyen et al., 2023)). SEM

encompasses two key aspects: (a) representing the

causal processes under study with a set of structural

equations, and (b) visualizing these structural

relations to better conceptualize the theory. The

hypothesized model can then be statistically

evaluated in a simultaneous study of the full system

of variables to assess its fit with the data. Adequate

goodness-of-fit suggests plausibility of the proposed

relationships between variables; insufficient fit leads

to the rejection of such ties (Byrne, 2016). A tentative

model based on the SEM approach is presented in

Figure 3.

Figure 3: A tentative Model for investigating the multiple

effects on City Brand-Image development.

4 CONCLUSIONS

The implementation of the proposed framework

offers a valuable contribution to the academic field

and practical guidance for city officials and

policymakers on Integrated Brand Promotion (IBP)

and the development of city images. It introduces an

interdisciplinary approach that leverages social media

insights for city image and brand development,

providing a broader perspective by incorporating

public opinion and social media discussions. This

methodology allows for an in-depth exploration of

city image from the perspective of the community.

Moreover, this research highlights the importance of

social media data in urban studies and Information

and Communications Technology (ICT) by

demonstrating the utility of netnography and text

analysis. These methods enable a real-time

understanding of social media dynamics, offering

deep insights into how citizens and visitors interact

with and perceive the city brand.

Additionally, the practical application of this

framework has the potential to significantly benefit

urban governance. By analyzing data from social

media, city officials can gain a clearer understanding

of public perceptions and adjust their strategies to

meet the needs of the community, enhancing

responsiveness in both digital and physical domains.

However, it is crucial to recognize the limitations

of the current study, including its scope and the depth

of analysis in certain areas. Future research should

extend beyond the primary platforms examined here

to include a wider range of digital channels and

technologies, such as Augmented Reality (AR) and

Virtual Reality (VR). It is also important to explore

the impact of city branding efforts on factors like

FEMIB 2024 - 6th International Conference on Finance, Economics, Management and IT Business

urban development, resident satisfaction, and tourism

more comprehensively. Investigating the long-term

effects of digital city branding on community

engagement and place attachment will provide

essential insights for developing more effective and

sustainable urban branding strategies. This balanced

approach will contribute to a better understanding of

the complexities of city branding in the digital age,

without overstating the impact of current findings.

Finally, the implementation of this approach

paves the way for an effective Integrated Brand

Promotion (IBP) marketing strategy that incorporates

the influence of social media and digital

communications in city brand or image development.

In today's digital society, where Information and

Communications Technology (ICT) is prevalent

worldwide, this framework provides a comprehensive

set of factors and robust recommendations on how

social media platforms can shape the development of

a city's image or brand. The study concludes by

emphasizing the vital role of ICT and social media in

shaping city images, underscoring its importance in

the current digital era.

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