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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
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    References listed on IDEAS

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    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. 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.
    5. 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.
    6. 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.
    7. 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.
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