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Territorial marketing and branding: A systematic literature review

Author

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  • Yahya Hassine

    (UIT - Université Ibn Tofaïl)

  • Kaoutar Alhaderi

    (UIT - Université Ibn Tofaïl)

Abstract

This paper presents a systematic review of territorial marketing and branding literature, focusing on the role of digital strategies in place promotion. Through a thorough analysis of articles from major databases like Scopus, Google Scholar, and we of science, we synthesize current knowledge on how digital tools, such as social media, enhance place branding. This paper presents a systematic literature review of territorial marketing and branding, with a particular focus on the role of digital strategies in enhancing the promotion and perception of places. By analyzing a diverse set of articles sourced from major academic databases such as Scopus, Google Scholar, and Web of Science, this study synthesizes current knowledge on how digital tools especially social media platforms and influencer marketing are transforming place branding practices. The findings reveal that digital ambassadors, influencers, and user-generated content (UGC) play a central role in shaping public perception, emotional connection, and engagement with territorial brands. Moreover, the results underscore the importance of digital storytelling, cultural adaptation of messages, and the emerging integration of technologies such as artificial intelligence and augmented reality in territorial marketing strategies. While most studies concentrate on well-known urban destinations, the review also sheds light on the challenges faced by smaller or rural territories in the digital landscape. Finally, this paper identifies significant research gaps and proposes directions for future investigations in the field of digital territorial branding.

Suggested Citation

  • Yahya Hassine & Kaoutar Alhaderi, 2025. "Territorial marketing and branding: A systematic literature review," Post-Print hal-05215286, HAL.
    • Handle: RePEc:hal:journl:hal-05215286
    DOI: 10.71420/ijref.v2i7.151
    Note: View the original document on HAL open archive server: https://hal.science/hal-05215286v1
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    3. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    4. Russell W. Belk, 2013. "Extended Self in a Digital World," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 477-500.
    5. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
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