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 x 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.

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

Mazzoli, V.;
2019-01-01

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 x 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.
2019
city identity
city image
environmental policy
green city
place branding
stakeholder engagement
user-generated content
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11562/1114793
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