Język Polski
English
Published
:
2016-04-30
Digital Communication and Place Brands - Experience, Participation, Co-creation
Marta Hereźniak
Abstract
This paper aims to discuss the key trends, mechanisms, and challenges of branding places in the digital world. The concept of places as virtual entities is explored, as well as, the influence of digital technologies on the processes of place brand creation and management. The understanding of the place brand as a relational network and application of the notion of network capital constitutes the foundation for further analysis. Interactivity, accessibility, co-creation and the experiential nature of digital technologies are seen here as a way to democratize and authenticate the place branding process. Further on, based on existing place brand management models, the strategic approach to digital place branding is proposed and the catalogue of digital marketing communication instruments is elaborated upon.(original abstract)Keywords:
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Hereźniak, M. (2016). Digital Communication and Place Brands - Experience, Participation, Co-creation. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 67(2). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/917