Navigating the Digital Age: City Branding in the Era of Social Media and Digital Transformation

In an era of rapid globalization, cities have become fierce competitors for vital resources such as investment, talent, and tourism. City branding has emerged as a crucial asset in this competition, shaping a city’s image and influencing its competitiveness on the global stage. This paper explores the multifaceted aspects of city branding, emphasizing its intersection with social media and the digital transformation of urban development. Drawing from an extensive review of academic literature spanning the past three decades, this research presents a comprehensive analysis of city branding. It identifies a notable gap in research, particularly in quantitative studies, and emphasizes the need for a more nuanced understanding of the role of social media in city branding. While existing studies focus on static interactions, this research highlights the importance of dynamic engagements facilitated by platforms such as short videos and live streaming. Furthermore, the study distinguishes city branding from corporate branding, highlighting fundamental differences and the concept of isomorphism in city brands. It also underscores the pivotal role of stakeholders, including residents, tourists, and businesses, in shaping city branding initiatives. The research proposes policy implications for urban governance, emphasizing the significance of digital communication strategies, value co-creation between city managers and customers, and the rise of “Internet celebrity cities.” It calls for further exploration of the mechanisms by which social media influences city branding, especially through short videos and live streaming. Additionally, it advocates for an enhanced measurement and evaluation framework that considers the collaborative creation of value between city administrators and customers. This study contributes to the evolving discourse on city branding by shedding light on its dynamic relationship with social media and digital transformation. It provides valuable insights for policymakers and city administrators to navigate the challenges and opportunities of the digital economy era, ultimately promoting more effective and resonant city branding strategies.