IDEAS home Printed from https://ideas.repec.org/a/pal/pbapdi/v20y2024i3d10.1057_s41254-024-00334-9.html
   My bibliography  Save this article

Mapping the role of public actors in the constitution of place brand publics in social media

Author

Listed:
  • Andrea Lucarelli

    (Stockholm University)

  • Christofer Laurell

    (ClimateView)

  • Efe Sevin

    (Towson University)

Abstract

The paper offers an analytical approach to map and analyze the role of public actors in the digital constitution of place brands. By tracking how different public actors contribute to the shaping of brand publics—specifically via the constitution of brand intangibles—this study examines how digitalization can challenge the traditional public–private dichotomy in administrative entities like municipalities, regions, and cities in creating specific social media brand publics. Within the contours of the study, digitalization refers to the shift of communication channels used by place-based public authorities, institutions, and organizations to digital venues as these actors follow the emergence of brand publics on these newer platforms. Additionally, the approach makes it possible to discuss the networked public brands as mechanisms to manage the numerous stakeholders creating branding messages within geographical associations. To demonstrate the characteristics of the analytical approach its potential, the study uses as illustrative example the Swedish county of Östergötland, and its two municipalities, Linköping and Norrköping. Following an actor-related approach to Social Media Analytics (SMA), 939,758 publicly posted contents generated in blogs, Facebook, forums, and Twitter are used as the empirical dataset. In addition to its analytical contributions, the approach also presents practical and conceptual implications by operationalizing how place-based public institutions, organizations, and sectors can use brand publics not only to influence reputation but also to promote specific brand publics for places in their daily communication in digital spheres.

Suggested Citation

  • Andrea Lucarelli & Christofer Laurell & Efe Sevin, 2024. "Mapping the role of public actors in the constitution of place brand publics in social media," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 322-334, September.
    • Handle: RePEc:pal:pbapdi:v:20:y:2024:i:3:d:10.1057_s41254-024-00334-9
    DOI: 10.1057/s41254-024-00334-9
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41254-024-00334-9
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41254-024-00334-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    2. Roberto Moro-Visconti, 2022. "The Valuation of Digital Intangibles," Springer Books, Springer, edition 2, number 978-3-031-09237-4, February.
    3. von Wallpach, Sylvia & Hemetsberger, Andrea & Espersen, Peter, 2017. "Performing identities: Processes of brand and stakeholder identity co-construction," Journal of Business Research, Elsevier, vol. 70(C), pages 443-452.
    4. Sonya Azad Hanna & Jennifer Rowley, 2015. "Rethinking Strategic Place Branding in the Digital Age," Springer Books, in: Mihalis Kavaratzis & Gary Warnaby & Gregory J. Ashworth (ed.), Rethinking Place Branding, edition 127, chapter 0, pages 85-100, Springer.
    5. Stefan Stieglitz & Linh Dang-Xuan & Axel Bruns & Christoph Neuberger, 2014. "Social Media Analytics," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 6(2), pages 89-96, April.
    6. Theo Lynn & Pierangelo Rosati & Guto Leoni Santos & Patricia Takako Endo, 2020. "Sorting the Healthy Diet Signal from the Social Media Expert Noise: Preliminary Evidence from the Healthy Diet Discourse on Twitter," IJERPH, MDPI, vol. 17(22), pages 1-28, November.
    7. Laurell, Christofer & Sandström, Christian & Berthold, Adam & Larsson, Daniel, 2019. "Exploring barriers to adoption of Virtual Reality through Social Media Analytics and Machine Learning – An assessment of technology, network, price and trialability," Journal of Business Research, Elsevier, vol. 100(C), pages 469-474.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zachlod, Cécile & Samuel, Olga & Ochsner, Andrea & Werthmüller, Sarah, 2022. "Analytics of social media data – State of characteristics and application," Journal of Business Research, Elsevier, vol. 144(C), pages 1064-1076.
    2. Radenka Mitova & Bilyana Borisova & Boian Koulov, 2021. "Digital Marketing of Bulgarian Natural Heritage for Tourism and Recreation," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
    3. Geissinger, Andrea & Laurell, Christofer & Sandström, Christian, 2020. "Digital Disruption beyond Uber and Airbnb—Tracking the long tail of the sharing economy," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    4. Kai Riemer & Stefan Stieglitz & Christian Meske, 2015. "From Top to Bottom," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 57(3), pages 197-212, June.
    5. Martínez-Sánchez, María Eugenia & Nicolas-Sans, Ruben & Bustos Díaz, Javier, 2021. "Analysis of the social media strategy of audio-visual OTTs in Spain: The case study of Netflix, HBO and Amazon Prime during the implementation of Disney +," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    6. Karol Król & Dariusz Zdonek, 2021. "The Quality of Infectious Disease Hospital Websites in Poland in Light of the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(2), pages 1-19, January.
    7. Volk, Sophia Charlotte & Berger, Karen & Zerfaß, Ansgar & Bisswanger, Luisa & Fetzer, Marcus & Köhler, Karolin, 2017. "How to play the game. Strategic tools for managing corporate communications and creating value for your organization," Communication Insights 3, Academic Society for Management & Communication – An initiative of the Günter Thiele Foundation, Leipzig.
    8. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    9. Laura Studen & Victor Tiberius, 2020. "Social Media, Quo Vadis? Prospective Development and Implications," Future Internet, MDPI, vol. 12(9), pages 1-22, August.
    10. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    11. Azaizah, Nadeem & Reychav, Iris & Raban, Daphne R. & Simon, Tomer & McHaney, Roger, 2018. "Impact of ESN implementation on communication and knowledge-sharing in a multi-national organization," International Journal of Information Management, Elsevier, vol. 43(C), pages 284-294.
    12. Rumler, Andrea & Ullrich, Susanne, 2016. "Social-Media-Monitoring und -Kontrolle," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 94-112.
    13. Beier, Michael & Früh, Sebastian, 2018. "Nutzung von Social Media Plattformen durch Schweizer Spitäler - Eigene Accounts, Nutzungsintensitäten und Reichweiten," EconStor Research Reports 184655, ZBW - Leibniz Information Centre for Economics.
    14. Margareta Teodorescu & Elena Korchagina, 2021. "Applying Blockchain in the Modern Supply Chain Management: Its Implication on Open Innovation," JOItmC, MDPI, vol. 7(1), pages 1-18, March.
    15. Laurell, Christofer & Sandström, Christian & Suseno, Yuliani, 2019. "Assessing the interplay between crowdfunding and sustainability in social media," Technological Forecasting and Social Change, Elsevier, vol. 141(C), pages 117-127.
    16. Kemp, April & Gravois, Renée & Syrdal, Holly & McDougal, Elizabeth, 2023. "Storytelling is not just for marketing: Cultivating a storytelling culture throughout the organization," Business Horizons, Elsevier, vol. 66(3), pages 313-324.
    17. Violetta Wilk & Helen Cripps & Alexandru Capatina & Adrian Micu & Angela-Eliza Micu, 2021. "The state of #digitalentrepreneurship: a big data Leximancer analysis of social media activity," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1899-1916, December.
    18. Miriam Däs & Julia Klier & Mathias Klier & Georg Lindner & Lea Thiel, 2017. "Customer lifetime network value: customer valuation in the context of network effects," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(4), pages 307-328, November.
    19. Luciana Holostencu, 2021. "Blockchain - A Tourism Industrys Potential Disrupter," Cactus - The tourism journal for research, education, culture and soul, Bucharest University of Economic Studies, vol. 3(1), pages 4-5.
    20. Maia Maziashvili & Izabela Kowalik, 2022. "City citizenship behavior and participation in promotion," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 18(2), pages 113-127, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:pbapdi:v:20:y:2024:i:3:d:10.1057_s41254-024-00334-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.