The Role of Social Media to Re-design the Brand Image of Small Villages

Angela Caridà (), Maria Colurcio () and Alberto Pastore
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Angela Caridà: University of Catanzaro Magna Graecia
Maria Colurcio: University of Catanzaro Magna Graecia

A chapter in Advances in Digital Marketing and eCommerce, 2021, pp 192-200 from Springer

Abstract: Abstract This paper seeks to contribute to the literature on the design of brand image for small and little-known destination, on the premise that social media are a major source for the formation and the promotion of a new brand image. The analysis focuses on the brand reshaping of a small Italian village and shows the existence of a strong link between social media and the economic and social development of the territory. The results make a contribution to the literature on destination branding and social media with implications for researchers and policy makers. They open up new trajectories of research and new applications opportunities for the effective and successful use of social media in the context of small and unknown destinations: social media enables small destinations to promote new development patterns and enhance the regeneration of their distinctive resources. Thanks to social media small destinations become a great generator of economic, cultural and social value that benefit entire territories

Keywords: Brand image; Destination image; Territorial marketing; Social media; UGC (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-76520-0_20

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DOI: 10.1007/978-3-030-76520-0_20

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