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Stakeholder engagement in green place branding: A focus on user‐generated content

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  • Diletta Acuti
  • Laura Grazzini
  • Valentina Mazzoli
  • Gaetano Aiello

Abstract

The purpose of this research is to investigate how the green image of a city can affect potential visitors' attitude toward the city in the context of user‐generated content. The study adopts a 2 × 2 experimental design in which the greenness of the city image and the social distance between the users and the authors of social media content are examined. The results demonstrate that green image has a significant effect on attitudes toward cities. Moreover, the effects of social media content vary according to the perceived social distance between the author of the post and potential visitors. This study contributes to the literature by assessing the role that social media content plays in place branding and communication. Furthermore, it provides relevant insights on how institutions should enhance the sustainable resources of cities with their environmental policy and encourage the generation of content from various stakeholders to contribute to the development of a city's image.

Suggested Citation

  • Diletta Acuti & Laura Grazzini & Valentina Mazzoli & Gaetano Aiello, 2019. "Stakeholder engagement in green place branding: A focus on user‐generated content," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 492-501, March.
    • Handle: RePEc:wly:corsem:v:26:y:2019:i:2:p:492-501
    DOI: 10.1002/csr.1703
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    1. Adriana Barbeito‐Caamaño & Ricardo Chalmeta, 2020. "Using big data to evaluate corporate social responsibility and sustainable development practices," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2831-2848, November.
    2. Baobao Song & Jing (Taylor) Wen, 2020. "Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 881-896, March.
    3. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    4. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.

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