Digital communication and place brands – experience, participation, co-creation
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2016, Vol 67, Issue 2
Abstract
This paper aims to discuss the key trends, mechanisms, and challenges of branding places in the digital world. The concept of places as virtual entities is explored, as well as, the influence of digital technologies on the processes of place brand creation and management. The understanding of the place brand as a relational network and application of the notion of network capital constitutes the foundation for further analysis. Interactivity, accessibility, co-creation and the experiential nature of digital technologies are seen here as a way to democratize and authenticate the place branding process. Further on, based on existing place brand management models, the strategic approach to digital place branding is proposed and the catalogue of digital marketing communication instruments is elaborated upon.
Authors and Affiliations
Marta Hereźniak
Keywords
Related Articles
- EP ID EP213308
- DOI -
- Views 114
- Downloads 0
Fiscal performance of Personal income tax revenues in Poland
The aim of this paper was to determine factors that most influence the level of personal income tax revenues and to answer the question of whether those revenues in Poland are satisfactory. The research considered both e...
Social Market Economy – a contemporary institutional framework
The present study highlights the need for research on and the reform of the topic of Social Market Economy (SME). Even though this socio-economic order lifted Germany onto a path of, until then, unknown prosperity after...
Spójność terytorialna Unii Europejskiej i jej finansowanie na pograniczu polsko-czeskim w perspektywie 2014-2020
Współpraca terytorialna i problemy przestrzenne stają się coraz bardziej istotne, co znajduje wyraz w ilości podejmowanych wspólnych inicjatyw oraz w środków finansowych przeznaczanych na wspólne przedsięwzięcia o charak...
Perception of the Euro vs. the Economic Performance of EU States
While it is true that the euro area states have seen multiple benefits from the adoption of a single currency, some of them turned out to be disconcertingly vulnerable to the impacts of the 2007-2008 financial crisis. As...
Koszty realizacji ryzyka ekologicznego w produkcji górniczej w Polsce w kontekście emisji zanieczyszczeń powietrza
Głównym celem artykułu jest identyfikacja, analiza i ocena kosztów realizacji ryzyka ekologicznego w polskim górnictwie w latach 2008-2015. By tak postawiony cel zrealizować, w pierwszej części artykułu analizie poddaje...