Place promotion, place branding and social media communication around entrepreneurial ecosystems: a Twitter analysis

Corradini, C. ORCID: https://orcid.org/0000-0002-1980-7993, Vecciolini, C. and Santini, E. (2023) Place promotion, place branding and social media communication around entrepreneurial ecosystems: a Twitter analysis. Regional Studies. ISSN 1360-0591 doi: 10.1080/00343404.2023.2239275

Abstract/Summary

We discuss the use of social media communication for place promotion and place branding of entrepreneurial ecosystems (EEs). As places resting on the advantages of co-location for entrepreneurial activity, EEs offer a novel testbed for the co-creation of a place image in the virtual space of social media. By exploring almost 370,000 tweets from Twitter across 20 European EEs, we observe virtual spaces of EEs being broadly used to share positive messages about the place. However, no EE stands out with a unique image evoking symbolic associations with the place in target audiences. Our results suggest the presence of place promotion more than place branding.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/112763
Identification Number/DOI	10.1080/00343404.2023.2239275
Refereed	Yes
Divisions	Henley Business School > Real Estate and Planning
Publisher	Taylor & Francis
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