City Branding and the Power of Netnography in the Era of Social Media

2017 ◽  
pp. 202-225
Author(s):  
Tuğba Özbölük
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
User Generated Content ◽  
Marketing Communications ◽  
City Branding ◽  
Web 2.0 Tools ◽  
Challenges And Opportunities ◽  
Interactive Nature ◽  
Use Of Internet ◽  
The City

The development of Web 2.0 tools has changed the ways that cities communicate and build their brands. A growing number of travelers are influenced by user generated content, presenting a number of challenges and opportunities for city branding. This chapter will focus on the use of Internet and social media as international marketing communications techniques for cities and destinations. The chapter offers insights to city branding practitioners on how online city branding is carried out and suggests that using social media is an appropriate strategy to promote cities because of its participative and interactive nature. However, it is also emphasized that city branding practitioners should evaluate social media as an opportunity to get closer to customer, instead of a mechanism to be controlled. Exploring implications for practitioners, the chapter can be regarded as an important contribution to an area which is still fairly new and unexplored. The chapter also contributes to the city branding literature by introducing the use of netnography in city branding research.

City Branding and the Power of Netnography in the Era of Social Media

2017 ◽  
pp. 887-909
Author(s):  
Tuğba Özbölük
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
User Generated Content ◽  
Marketing Communications ◽  
City Branding ◽  
Web 2.0 Tools ◽  
Challenges And Opportunities ◽  
Interactive Nature ◽  
Use Of Internet ◽  
The City

The development of Web 2.0 tools has changed the ways that cities communicate and build their brands. A growing number of travelers are influenced by user generated content, presenting a number of challenges and opportunities for city branding. This chapter will focus on the use of Internet and social media as international marketing communications techniques for cities and destinations. The chapter offers insights to city branding practitioners on how online city branding is carried out and suggests that using social media is an appropriate strategy to promote cities because of its participative and interactive nature. However, it is also emphasized that city branding practitioners should evaluate social media as an opportunity to get closer to customer, instead of a mechanism to be controlled. Exploring implications for practitioners, the chapter can be regarded as an important contribution to an area which is still fairly new and unexplored. The chapter also contributes to the city branding literature by introducing the use of netnography in city branding research.

scholarly journals The Implementation of Knowledge Management Based On Web 2.0 on Social News Site Hipwee

2019 ◽  
Vol 4 (1) ◽  
pp. 61
Author(s):  
Mufida Cahyani
Keyword(s):  
Social Media ◽  
Knowledge Management ◽  
Web 2.0 ◽  
Network Effects ◽  
Content Management ◽  
User Participation ◽  
Online News ◽  
User Generated Content ◽  
Organizational Participation ◽  
Social Media Platforms

The emergence of various kinds of social media applications does not only affect the way people communicate, but also penetrates into the realm of online mass media. Social media platforms that carry the concept of web 2.0 namely user generated content and network effects make it easy for a news to become viral in a short time, regardless of the validity and accuracy of the news. Web 2.0 itself is a direct application of the concept of Knowledge Management (KM) which emphasizes collaboration and user participation, but in a broader domain, it is slightly different from KM which emphasizes internal organizational participation. Hipwee as one of the social media-based online news sites applies both concepts to its content management. The purpose of this study was to analyze the extent of the application of KM in relation to Web 2.0. The method used to explore data through interviews with Hipwee managers and direct observation to the office location and also the Hipwee site. The results obtained are that the adaptation of the KM concept has not been applied to Web 2.0 on the Hipwee site, namely the concept of data mining, while the Web 2.0 concept has been applied to KM, namely unbounded collaboration, user generated content and network effects.

Web 2.0 and Social Media in Today's Business World

2014 ◽  
pp. 200-221
Author(s):  
Edward T. Chen
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Media Policy ◽  
Media Technology ◽  
Important Data ◽  
Business World ◽  
Web 2.0 Tools ◽  
Social Media Policy ◽  
Public Nature ◽  
Social Media Technology

Social media technology is an innovative way for businesses to collaborate, network, and provide a mechanism for individuals to interact. When social media technology is used effectively, it can be a powerful tool for businesses to market themselves and obtain important data on their customers and competitors. Given the importance and public nature of today's consumer opinions, it is vital for companies to present themselves effectively on social media. Some companies and their employees are not familiar with this form of technology and do not realize the massive amount of data social media sites can generate. Therefore, companies need to develop a social media policy and educate their employees on how to analyze and respond to the data produced from social media. This chapter studies Web 2.0 tools and social media in today's business world and provides guidelines of adopting social media for organizations.

Web 2.0 and Social Media in Today's Business World

2018 ◽  
pp. 1443-1465
Author(s):  
Edward T. Chen
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Media Policy ◽  
Media Technology ◽  
Important Data ◽  
Business World ◽  
Web 2.0 Tools ◽  
Social Media Policy ◽  
Public Nature ◽  
Social Media Technology

Social media technology is an innovative way for businesses to collaborate, network, and provide a mechanism for individuals to interact. When social media technology is used effectively, it can be a powerful tool for businesses to market themselves and obtain important data on their customers and competitors. Given the importance and public nature of today's consumer opinions, it is vital for companies to present themselves effectively on social media. Some companies and their employees are not familiar with this form of technology and do not realize the massive amount of data social media sites can generate. Therefore, companies need to develop a social media policy and educate their employees on how to analyze and respond to the data produced from social media. This chapter studies Web 2.0 tools and social media in today's business world and provides guidelines of adopting social media for organizations.

The Impact of Web 2.0 on Public Engagement in the Israeli Home Front (From the 2006 Lebanon War to the 2014 Israel-Gaza Conflict)

2018 ◽  
Vol 5 (2) ◽  
pp. 52-63
Author(s):  
Galit Margalit Ben-Israel
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Public Participation ◽  
Public Engagement ◽  
Social Networking Sites ◽  
Home Front ◽  
User Generated Content ◽  
Asymmetric Conflicts ◽  
The Impact

This article deals with citizen engagement and public participation being in crisis on the Israeli home front, in the era of Web 2.0. Since 2004, Web 2.0 characterizes changes that allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in social networking sites: Facebook, Twitter, blogs, wikis, YouTube, hosted services, applications, WhatsApp, etc. Since 2006, Israel is involved in asymmetric conflicts. The research defines the impact of Web 2.0 on public engagement in the Israeli home front. The case studies examined in the research are: 1) The 2006 Lebanon War (July-August 2006); 2) The Gaza War (27 December 2008 and ended on 18 January 2009); 3) Operation Pillar of Defense (November 2012); and 4) The 2014 Israel–Gaza conflict.

How Does Firm- and User-Generated Content Benefit Firms and Affect Consumers?

2020 ◽  
pp. 97-120
Author(s):  
Niray Tunçel ◽  
Nihan Yılmaz
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theoretical Framework ◽  
User Generated Content ◽  
Specific Effects ◽  
Interactive Nature ◽  
Social Media Platforms ◽  
New Form ◽  
Media Channels ◽  
Practical Implications

Social media marketing is a new form of communication between firms and consumers. The interactive nature of social media platforms enables consumers to share their perceptions about firms by creating their own content in various forms. Besides, firms are able to attract and engage with consumers through creating effective content on their social media channels. Both user-generated content (UGC) and firm-generated content (FGC) have a significant role in firm performance and consumer behavior. However, the previous studies have mostly focused on the effects of UGC and addressed the issue from the consumer side. Therefore, as distinct from existing studies, the study at hand addresses the specific effects and benefits of UGC and FGC from both the firm and consumer sides, within a theoretical framework. In addition, based on the findings of the reviewed studies, the chapter presents some practical implications for business.

Adoption of Web 2.0 in library associations in the presence of social media

2015 ◽  
Vol 49 (2) ◽  
pp. 151-169 ◽  
Author(s):  
Akhtar Hussain
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Web Sites ◽  
New Technology ◽  
Future Research ◽  
Web 2.0 Tools ◽  
Content Type ◽  
Library Associations ◽  
The Status ◽  
Rss Feeds

Purpose – The purpose of this paper is to discuss the adoption of Web 2.0 in library associations in the presence of social media. This paper attempts to measure the penetration of Web 2.0 tools in various library associations all over the world. Design/methodology/approach – The study was conducted through an assessment of the library associations’ web sites. A total of 188 library associations’ web sites were analysed, out of which 115 library associations have implemented Web 2.0 applications; this is 61.17 percent of the total. Findings – On the basis of the analysis it was found that the majority of Web 2.0 tools have been used by American continents library associations. This stands at, 89.86 percent, whereas only a small number of Web 2.0 tools have been used by Asian continent library associations, that is, 25.64 percent. The most of Web 2.0 tools used by library associations, is, Facebook, Twitter, RSS feeds, LinkedIn, Flickr and Blogs. Research limitations/implications – The findings of this study can be utilized to assess the status of assorted Web 2.0 tools used in libraries associations. It may enable future research to investigate other aspects, such as the adoption of Web 2.0 tools in library associations of a particular country as well as continent. Originality/value – The paper begins with an introduction to Web 2.0 technology and attempts has been made to analyse the usage of this new technology in library associations worldwide.

scholarly journals KOMUNIKASI PEMASARAN TOMCIR (ATOM KOCIR) DALAM MEMBANGUN EKSISTENSI SEBAGAI BRAND LOKAL CIREBON (Studi Deskriptif Kualitatif Komunikasi Pemasaran Pada TOMCIR (Atom Kocir) di Kota Cirebon)

Jurnal Signal ◽  
2019 ◽  
Vol 7 (1) ◽  
Author(s):  
Neva Rositasari ◽  
Nurudin Siraj ◽  
M Nuruzzaman
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Research Subjects ◽  
Research Results ◽  
Local Product ◽  
Qualitative Descriptive ◽  
The City ◽  
Customer Satisfaction And Loyalty

ABSTRAK Penelitian ini bertujuan untuk mengetahui bagaimana komunikasi pemasaran yang dilakukan oleh Tomcir dalam membangun eksistensi sebagai brand lokal Cirebon dengan menggunakan metode kualitatif deskriptif. Objek penelitian ini adalah Tomcir (Atom Kocir) dengan akun media sosial Instagram Tomcir Bakpia’e Wong Cerbon. Subyek penelitiannya adalah orang-orang yang dapat memberikan informasi mengenai Tomcir (Atom Kocir) yaitu pemilik dan beberapa konsumen. Hasil penelitian menunjukkan bahwa Tomcir (Atom Kocir) mampu mempertahankan eksistensinya dan bersaing dengan kompetitor lain di kota cirebon. Pelayanan Tomcir mampu memberikan kepuasan dan loyalitas konsumen dan peningkatan penjualan yang diperoleh. Hasil penelitian diantaranya, 1) Bagaimana komunikasi pemasaran Tomcir (Atom Kocir) dalam membangun eksistensi sebagai brand lokal Cirebon. 2) Apa saja faktor pendukung dan penghambat komunikasi pemasaran Tomcir (Atom Kocir) sebagai brand lokal Cirebon. 3) Bagaiman upaya dalam meningkatkan penjualan Tomcir (Atom Kocir) agar tetap membangun eksistensi sebagai produk lokal. Kata kunci: Komunikasi pemasaran, promosi, Tomcir (Atom Kocir) ABSTRACT This study aims to find out how marketing communication conducted by Tomcir in building existence as a local Cirebon brand by using qualitative descriptive methods. The object of this research is Tomcir (Atomic Atomic) with Instagram social media account Tomcir Bakpia'e Wong Cirebon. The research subjects are people who can provide information about Tomcir (Atomic Atomic), namely the owner and several consumers. The results showed that Tomcir (Atomic Kocir) was able to maintain its existence and compete with other competitors in the city of Cirebon. Tomcir services are able to provide customer satisfaction and loyalty and increase sales obtained. Research results include 1) How Tomcir marketing communications (Atomic Kocir) in building existence as a Cirebon local brand. 2) What are the supporting factors and inhibitors of marketing communication Tomcir (Atomic Kocir) as a Cirebon local brand? 3) How is the effort to increase Tomcir sales (Atomic Atomic) in order to continue to build existence as a local product?                                                           Keywords: Marketing communication, promotion, Tomcir (Atom Kocir)

Potential Power and Problems in Sentiment Mining of Social Media

2013 ◽  
Vol 4 (2) ◽  
pp. 16-26 ◽  
Author(s):  
John Wang ◽  
Qiannong Gu ◽  
Gang Wang
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
User Generated Content ◽  
Relative Degree ◽  
Web 2.0 Technologies ◽  
The Social ◽  
Sentiment Mining ◽  
The Future ◽  
Social Media Platforms ◽  
Infinite Array

Sentiment mining research has experienced an explosive growth in awareness and demand as Web 2.0 technologies have paved the way for a surge of social media platforms that have significantly and rapidly increased the availability of user generated opinioned text. The power of opinions has long been known and is beginning to be tapped to a fuller potential through sentiment mining research. Social media sites have become a paradise for sentiment providing endless streams of opinioned text encompassing an infinite array of topics. With the potential to predict outcomes with a relative degree of accuracy, sentiment mining has become a hot topic not only to researchers, but to corporations as well. As the social media user base continues to expand and as researchers compete to fulfill the demand for sentiment analytic tools to sift through the endless stream of user generated content, the growth of sentiment mining of social media will continue well into the future with an emphasis on improved reliability, accuracy, and automation.

Building City Brand Through Social Media

2019 ◽  
pp. 674-694
Author(s):  
Linda Lea Elisabet Muinonen ◽  
Ashish Kumar
Keyword(s):  
Social Media ◽  
Online Social Networks ◽  
Brand Image ◽  
City Branding ◽  
City Brand ◽  
Brand Communities ◽  
Online Social Media ◽  
Challenges And Opportunities ◽  
Social Media Platforms ◽  
Search For Information

The recent transition from city marketing to city branding heralds a new era of representation and signification of cities as brands where conscious and planned practices are used to promote them as any other economic commodity. Given the tremendous impact of social media on brand image, city branding has to embrace this new channel to promote their cities as brands. On social media platforms users forming a brand community can significantly influence the brand image by co-creating the user-generated contents. Today, users search for information online and their behaviors and responses are influenced by online social networks and community practices. In addition, they perceive information from online social community highly credible and useful. As traditional firm generated information is losing its persuasive power to social media, it is never late for managers of city branding to embark on social media platforms to support online social media brand communities which in turn would influence city brand image positively by engaging users. Social media provides an excellent platform for users to form social media brand communities, where they can share inside knowledge and discuss about brands. The greater credibility of user generated contents on these platforms can significantly influence the user perception about the brands. The focus of this paper is to investigate challenges and opportunities of online social media brand communities in influencing brand image.

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