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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. Sima, Herbert & Thaichon, Park & Luo, Na & Henderson, Katie & Chen, Jie, 2025. "Reimagining consumption for a greener planet: The role of online communities in tackling imperfect produce and food waste," Journal of Business Research, Elsevier, vol. 201(C).
    2. Hartl, Barbara & Marth, Sarah & Hofmann, Eva & Penz, Elfriede, 2024. "‘One bad apple won’t spoil the bunch’ – Representations of the “sharing economy”," Journal of Business Research, Elsevier, vol. 176(C).
    3. Young, Aiden & Sima, Herbert & Luo, Na & Wu, Sihong & Gong, Yu & Qian, Xiaoyan, 2024. "Ugly produce and food waste management: An analysis based on a social cognitive perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Monica Degen & Gillian Rose, 2024. "Conceptualising aesthetic power in the digitally-mediated city," Urban Studies, Urban Studies Journal Limited, vol. 61(11), pages 2176-2192, August.
    5. 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.
    6. Olga Kolotouchkina & Mónica Díaz-Bustamante Ventisca & Sonia Carcelén-García & Paloma Díaz-Soloaga, 2025. "Environmental activism and sustainable communication of B-Corp fashion brands on Instagram: best practices, emerging opportunities, and remaining challenges," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-16, December.
    7. Maha K. AlShaalan & Christopher M. Durugbo, 2025. "City branding as innovation for tourism development: systematic review of literature from 2011 to 2023," Management Review Quarterly, Springer, vol. 75(3), pages 2173-2205, September.
    8. Abigail Paradise-Vit & Aviad Elyashar & Yarden Aronson, 2024. "Automated photo filtering for tourism domain using deep and active learning: the case of Israeli and worldwide cities on instagram," Information Technology & Tourism, Springer, vol. 26(3), pages 553-582, September.

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