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Branding Cities in the Age of Social Media: A Comparative Assessment of Local Government Performance

In: Social Media and Local Governments

Author

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  • Efe Sevin

    (Kadir Has University)

Abstract

This chapter is a comparative study of how three local governments—Cape Town (South Africa), Philadelphia (Pennsylvania, USA), and Myrtle Beach (South Carolina, USA)—use social media platforms in their city branding attempts. Theoretical arguments in the fields of corporate and city branding point out the potential of these new communication platforms to change how brand-related content is created and shared with target audiences. However, the practice is understudied. The study first explains the potential of social media in branding through media ecology, city brand communication, and brand co-creation theories. Second, the performance of the aforementioned three cities on social media is evaluated by analyzing their Twitter and Facebook presence. The findings suggest that there is room for improvement for local governments in their employment of social media for city branding campaigns. The chapter concludes with recommendations for practitioners.

Suggested Citation

  • Efe Sevin, 2016. "Branding Cities in the Age of Social Media: A Comparative Assessment of Local Government Performance," Public Administration and Information Technology, in: Mehmet Zahid Sobaci (ed.), Social Media and Local Governments, edition 127, chapter 0, pages 301-320, Springer.
    • Handle: RePEc:spr:paitcp:978-3-319-17722-9_16
    DOI: 10.1007/978-3-319-17722-9_16
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    Citations

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    Cited by:

    1. Ewa Glińska & Wawrzyniec Rudolf, 2019. "City Brand Personality Projected by Municipalities from Central and Eastern Europe Countries—A Comparison of Facebook Usage," Sustainability, MDPI, vol. 11(19), pages 1-22, October.
    2. Baştuğ, Sedat & Şakar, Gül Denktaş & Gülmez, Seçil, 2020. "An application of brand personality dimensions to container ports: A place branding perspective," Journal of Transport Geography, Elsevier, vol. 82(C).
    3. Renaud Vuignier, 2017. "Place branding & place marketing 1976–2016: A multidisciplinary literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 447-473, December.
    4. Tina Jukić & Primož Pevcin & Jože Benčina & Mitja Dečman & Sanja Vrbek, 2019. "Collaborative Innovation in Public Administration: Theoretical Background and Research Trends of Co-Production and Co-Creation," Administrative Sciences, MDPI, vol. 9(4), pages 1-17, November.
    5. Di Wu & Neil M. Coe, 2023. "Bottom-up cluster branding through boundary spanners: The case of the Jingdezhen ceramics cluster in China," Urban Studies, Urban Studies Journal Limited, vol. 60(14), pages 2874-2900, November.
    6. Sung-Won Yoon & Sae Won Chung, 2018. "Promoting a World Heritage Site through Social Media: Suwon City’s Facebook Promotion Strategy on Hwaseong Fortress (in South Korea)," Sustainability, MDPI, vol. 10(7), pages 1-21, June.
    7. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.

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