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Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine

In: Public Branding and Marketing

Author

Listed:
  • Wawrzyniec Rudolf

    (University of Lodz)

  • Arild Wæraas

    (VID Specialized University)

Abstract

This longitudinal study examines municipal branding strategies of Polish, Norwegian, and Ukrainian municipalities on Facebook. We examine cross-national similarities and differences in the contents of media posts and discover which personality traits are associated with branding strategies. Overall, we find that branding on social media consistently involves the projection of personality traits showing municipalities as sincere, exciting, sophisticated, and prosocial rather than displaying more technical and hard traits such as competence and ruggedness. The findings also suggest that social media might be more connected to Democracy branding in practice than what previous studies of municipal branding strategies have found. Finally, the study finds relatively small differences across the three countries with respect to projected personality traits and branding strategy, suggesting how municipal branding might be a phenomenon that manifests itself in brand messages that can be classified according to quite similar dimensions and similar strategies.

Suggested Citation

  • Wawrzyniec Rudolf & Arild Wæraas, 2021. "Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine," Springer Books, in: Staci M. Zavattaro (ed.), Public Branding and Marketing, pages 79-115, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70505-3_6
    DOI: 10.1007/978-3-030-70505-3_6
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