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Influencer Marketing in the Promotion of Cities and Regions

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  • Monika Pettersen-Sobczyk

Abstract

Purpose: Promoting cities and regions effectively involves a combination of marketing strategies and tactics to attract tourists, businesses, residents, and investors. A comprehensive approach to promote cities and regions should include such elements as e.g., creating a strong brand identity, social media marketing, website and online presence or content marketing. Influencer marketing has become a powerful tool in promoting cities and regions to attract tourists, businesses, and residents. The aim of this article is to carry out a review of the literature on influencer marketing and promotion of the cities and regions, in terms of research subject. Design/Methodology/Approach: The study used elements of the systematic literature review method (SLR), case studies, synthesis and logical reasoning. Findings: The review of the literature showed that the research on influencer marketing in the promotion of cities and regions is a very topical and important issue. Practical Implications: The results show a small number of publications dedicated to this topic, so it still needs to be analyzed, both on a practical and research basis. Originality/Value: Research into influencer marketing in promotion of the cities and regions is still at an early stage of development. The results of the analysis may be of interest to both scientists and practitioners, in particular government and local government organizations responsible for the promotion of cities and regions.

Suggested Citation

  • Monika Pettersen-Sobczyk, 2023. "Influencer Marketing in the Promotion of Cities and Regions," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 35-43.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:4:p:35-43
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    File URL: https://ersj.eu/journal/3270/download
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    References listed on IDEAS

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    1. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
    2. Francis J. Greene & Paul Tracey & Marc Cowling, 2007. "Recasting the City into City‐Regions: Place Promotion, Competitiveness Benchmarking and the Quest for Urban Supremacy," Growth and Change, Wiley Blackwell, vol. 38(1), pages 1-22, March.
    3. Pociovalisteanu Diana-Mihaela & Thalassinos Eleftherios, 2009. "The Structural Funds and the Economic and Social Cohesion Process," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 313-330, May.
    4. Fine F. Leung & Flora F. Gu & Robert W. Palmatier, 2022. "Online influencer marketing," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 226-251, March.
    5. David A. Banks, 2022. "The attention economy of authentic cities: how cities behave like influencers," European Planning Studies, Taylor & Francis Journals, vol. 30(1), pages 195-209, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social media; influencer marketing; promotion; cities and regions promotion.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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    Access and download statistics

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