Title: Social media: A new vehicle for city marketing in China
Abstract: Following global trends, cities, like companies, across the world are under fierce competitive pressure. To compete and promote city brands, various levels of Chinese governments have begun to integrate multiple marketing tactics to promote cities. Social media has gained global popularity since 2008. Utilizing social media for city marketing is being applied in the Chinese cities. This paper introduces the application of social media for city marketing in Chinese cities. Based on several cases of social media use for city marketing in major Chinese cities (e.g., Guangzhou, Chengdu and Nanjing), this paper suggests that using social media is an appropriate tactic to promote cities because of the participative, interactive, open and transparent nature of social media.
Publication Year: 2013
Publication Date: 2013-12-06
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 178
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot