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User-generated place brand equity on Twitter : The dynamics of brand associations in social media

Andéhn, Mikael; Azadeh, Kazeminia; Lucarelli, Andrea LU and Sevin, Efe (2014) In Place Branding and Public Diplomacy 10(2). p.132-144
Abstract
Social media provides a unique opportunity for brand analysis. The mere fact that users create content and messages through social media platforms makes the detailed monitoring of temporal variation in brand images possible. This research analyzes data collected from a specific social media platform, Twitter, about the city of Stockholm over a 3-month period to analyze how social media could be conceptualized as a new venue for place brand meaning formation, and to see how user-generated content pertains to the issue of place brand equity. Using semantic and content analyses, assemblages of place brand-related themes are explored. Subsequently, these assemblages of themes are deconstructed at a conceptual level and then subjected to... (More)
Social media provides a unique opportunity for brand analysis. The mere fact that users create content and messages through social media platforms makes the detailed monitoring of temporal variation in brand images possible. This research analyzes data collected from a specific social media platform, Twitter, about the city of Stockholm over a 3-month period to analyze how social media could be conceptualized as a new venue for place brand meaning formation, and to see how user-generated content pertains to the issue of place brand equity. Using semantic and content analyses, assemblages of place brand-related themes are explored. Subsequently, these assemblages of themes are deconstructed at a conceptual level and then subjected to frequency analysis, revealing an underlying typology based on characteristics of the temporal variation of the various types of brand elements. These results are explored on the basis of both how they apply to the understanding of content on social media in general and how they apply to the online presence, or digital footprint, of place brands. (Less)
Please use this url to cite or link to this publication:
author
publishing date
type
Contribution to journal
publication status
published
subject
keywords
place branding, place brand equity, associations, Twitter, social media
in
Place Branding and Public Diplomacy
volume
10
issue
2
pages
13 pages
publisher
Palgrave Macmillan
external identifiers
  • scopus:84901431798
ISSN
1751-8040
DOI
10.1057/pb.2014.8
language
English
LU publication?
no
id
2eccc416-9951-4f9c-8d7a-997f79bad5ff
date added to LUP
2017-04-18 15:54:18
date last changed
2017-11-19 04:39:19
@article{2eccc416-9951-4f9c-8d7a-997f79bad5ff,
  abstract     = {Social media provides a unique opportunity for brand analysis. The mere fact that users create content and messages through social media platforms makes the detailed monitoring of temporal variation in brand images possible. This research analyzes data collected from a specific social media platform, Twitter, about the city of Stockholm over a 3-month period to analyze how social media could be conceptualized as a new venue for place brand meaning formation, and to see how user-generated content pertains to the issue of place brand equity. Using semantic and content analyses, assemblages of place brand-related themes are explored. Subsequently, these assemblages of themes are deconstructed at a conceptual level and then subjected to frequency analysis, revealing an underlying typology based on characteristics of the temporal variation of the various types of brand elements. These results are explored on the basis of both how they apply to the understanding of content on social media in general and how they apply to the online presence, or digital footprint, of place brands.},
  author       = {Andéhn, Mikael and Azadeh, Kazeminia and Lucarelli, Andrea and Sevin, Efe},
  issn         = {1751-8040},
  keyword      = {place branding,place brand equity,associations,Twitter,social media},
  language     = {eng},
  number       = {2},
  pages        = {132--144},
  publisher    = {Palgrave Macmillan},
  series       = {Place Branding and Public Diplomacy},
  title        = {User-generated place brand equity on Twitter : The dynamics of brand associations in social media},
  url          = {http://dx.doi.org/10.1057/pb.2014.8},
  volume       = {10},
  year         = {2014},
}