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An instagram content analysis for city branding in London and Florence

Author

Listed:
  • Diletta Acuti
  • Valentina Mazzoli
  • Raffaele Donvito
  • Priscilla Chan

Abstract

This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of the image of London and Florence. This research applies a content analysis of visual information (pictures) and textual information (hashtags) available on social networks (i.e. Instagram), typing the hashtags #London and #Florence, to reconstruct the brand image of these two cities. As the recent literature has argued for brands or products, even for places and cities, it is important to monitor the perceived city brand image resulting from the overall online experience, especially on social media. This paper is one of the first to apply content analysis on Instagram in relation to city branding, where the core of communication is based on images. Therefore, in contrast to previous studies, this work principally focuses on visual communication, as a form of textual paralanguage communication, for the construction of a city image for London and Florence.

Suggested Citation

  • Diletta Acuti & Valentina Mazzoli & Raffaele Donvito & Priscilla Chan, 2018. "An instagram content analysis for city branding in London and Florence," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 9(3), pages 185-204, July.
    • Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:3:p:185-204
    DOI: 10.1080/20932685.2018.1463859
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    Cited by:

    1. Silvia Ranfagni & Matilde Milanesi & Simone Guercini, 2023. "An online research approach for a dual perspective analysis of brand associations in art museums," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 149-167, March.

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