How Official Media Can Use Social Media for Urban Marketing

Yiyang Qiu ()
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Yiyang Qiu: University of Leeds, Business School

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 63-71 from Springer

Abstract: Abstract The economy’s entry into globalisation has radically nurtured global competition between cities being a factor for business success, which has made it necessary for corporates to draw up their own marketing strategies for long-term development through innovation and systematic planning. The same applies to city branding through urban marketing to gain more economic benefits and space for development. In urban marketing, the official media plays the most important role on behalf of the government. This paper analyses how official media carries out urban marketing through social media platform for brand image through case study of the Shenzhen Health Care Commission.

Keywords: urban marketing; official media; social media; government marketing; Shenzhen (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_11

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DOI: 10.2991/978-94-6463-036-7_11

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