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User-generated place brand equity on Twitter: The dynamics of brand associations in social media
School of Business, Stockholm University.
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
Stockholm University.
School of International Service, American University.
2014 (engelsk)Inngår i: Place Branding and Public Diplomacy, ISSN 1751-8040, E-ISSN 1751-8059, Vol. 10, nr 2, s. 132-144Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Social media provides a unique opportunity for brand analysis. The mere fact that users create content and messages through social media platforms makes the detailed monitoring of temporal variation in brand images possible. This research analyzes data collected from a specific social media platform, Twitter, about the city of Stockholm over a 3-month period to analyze how social media could be conceptualized as a new venue for place brand meaning formation, and to see how user-generated content pertains to the issue of place brand equity. Using semantic and content analyses, assemblages of place brand-related themes are explored. Subsequently, these assemblages of themes are deconstructed at a conceptual level and then subjected to frequency analysis, revealing an underlying typology based on characteristics of the temporal variation of the various types of brand elements. These results are explored on the basis of both how they apply to the understanding of content on social media in general and how they apply to the online presence, or digital footprint, of place brands

sted, utgiver, år, opplag, sider
2014. Vol. 10, nr 2, s. 132-144
HSV kategori
Forskningsprogram
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-14238DOI: 10.1057/pb.2014.8Scopus ID: 2-s2.0-84901431798Lokal ID: d97960ac-5a13-4d02-b802-0ee7bee975bfOAI: oai:DiVA.org:ltu-14238DiVA, id: diva2:987192
Merknad

Validerad; 2014; 20140611 (andbra)

Tilgjengelig fra: 2016-09-29 Laget: 2016-09-29 Sist oppdatert: 2018-07-10bibliografisk kontrollert

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