Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine

Wawrzyniec Rudolf () and Arild Wæraas ()
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Wawrzyniec Rudolf: University of Lodz
Arild Wæraas: VID Specialized University

A chapter in Public Branding and Marketing, 2021, pp 79-115 from Springer

Abstract: Abstract This longitudinal study examines municipal branding strategies of Polish, Norwegian, and Ukrainian municipalities on Facebook. We examine cross-national similarities and differences in the contents of media posts and discover which personality traits are associated with branding strategies. Overall, we find that branding on social media consistently involves the projection of personality traits showing municipalities as sincere, exciting, sophisticated, and prosocial rather than displaying more technical and hard traits such as competence and ruggedness. The findings also suggest that social media might be more connected to Democracy branding in practice than what previous studies of municipal branding strategies have found. Finally, the study finds relatively small differences across the three countries with respect to projected personality traits and branding strategy, suggesting how municipal branding might be a phenomenon that manifests itself in brand messages that can be classified according to quite similar dimensions and similar strategies.

Keywords: Municipal branding; Branding strategies; Branding in social media; City brand personality (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_6

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DOI: 10.1007/978-3-030-70505-3_6

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