Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Place promotion, place branding and social media communication around entrepreneurial ecosystems: a Twitter analysis
We discuss the use of social media communication for place promotion and place branding of entrepreneurial ecosystems (EEs). As places resting on the advantages of co-location for entrepreneurial activity, EEs offer a novel testbed for the co-creation of a place image in the virtual space of social media. By exploring almost 370,000 tweets from Twitter across 20 European EEs, we observe virtual spaces of EEs being broadly used to share positive messages about the place. However, no EE stands out with a unique image evoking symbolic associations with the place in target audiences. The results suggest the presence of place promotion more than place branding.
Place promotion, place branding and social media communication around entrepreneurial ecosystems: a Twitter analysis
We discuss the use of social media communication for place promotion and place branding of entrepreneurial ecosystems (EEs). As places resting on the advantages of co-location for entrepreneurial activity, EEs offer a novel testbed for the co-creation of a place image in the virtual space of social media. By exploring almost 370,000 tweets from Twitter across 20 European EEs, we observe virtual spaces of EEs being broadly used to share positive messages about the place. However, no EE stands out with a unique image evoking symbolic associations with the place in target audiences. The results suggest the presence of place promotion more than place branding.
Place promotion, place branding and social media communication around entrepreneurial ecosystems: a Twitter analysis
Corradini, Carlo (Autor:in) / Santini, Erica (Autor:in) / Vecciolini, Claudia (Autor:in)
Regional Studies ; 58 ; 1831-1844
02.10.2024
14 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
place branding , place promotion , entrepreneurial ecosystems , Twitter , cities , M39 , O14 , R1 , R10 , R58
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