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

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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.

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Notes

  1. Stockholm syndrome is a psychological phenomenon in which hostages express empathy and sympathy and have positive feelings towards their captors. Named after the Norrmalmstorg robbery of Kreditbanken at Norrmalmstorg in Stockholm, Sweden (see Namnyak et al, 2008).

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Authors and Affiliations

  1. Stockholms universitet, SE-106 91, Stockholm

    Mikael Andéhn

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  1. Mikael Andéhn
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  2. Azadeh Kazeminia
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  3. Andrea Lucarelli
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  4. Efe Sevin
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2earned her PhD in Industrial Marketing from Luleå University of Technology in Sweden. Her research and scholarly interests revolve around various topics in consumer behavior including tourism marketing and pro-environmental behavior.

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Andéhn, M., Kazeminia, A., Lucarelli, A. et al. User-generated place brand equity on Twitter: The dynamics of brand associations in social media. Place Brand Public Dipl 10, 132–144 (2014). https://doi.org/10.1057/pb.2014.8

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  • DOI: https://doi.org/10.1057/pb.2014.8

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