Let Them Brand This Town : A Qualitative Study of How Major Cities Manage User-Generated Content in Their Branding Strategies

Abstract: Background: Ongoing urbanization and increased visits to urban areas make cities around the globe compete with each other. As places increasingly aim to attract visitors, residents, businesses or investments, place branding becomes a new discipline within the field of marketing and city branding arises as a means to differentiate a city in the global marketplace. In order to communicate with their potential audience, the digital space allows brands to address potential customers through two-way-communication. In this context, user-generated content (UGC) becomes an interesting alternative to interact with audiences, offering marketing professionals the opportunity to effectively engage stakeholders in the branding process and co-create the city brand. Purpose: The purpose of this study is to gain a broader understanding of how, within the place branding context, major city brands manage UGC in their social media strategies. Method: The study relied on a qualitative methodology and was conducted with an abductive approach. Primary data was gathered through email-based interviews with a sample of eleven representatives from valuable major city brands, as well as with one independent professional in the field of place branding consultancy. Conclusion: In the city branding context, UGC was found to be an effective tool to engage with stakeholders and build a strong brand in order to differentiate it among its competitors. Four categories of potential issues connected to the application of UGC were uncovered: Control, Credibility, Motivation as well as Features of UGC. Finally, a model of UGC facilitating the participatory approach to city branding was proposed by the authors.