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

Carlo Corradini; Erica Santini; Claudia Vecciolini

doi:10.1080/00343404.2023.2239275

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

Carlo Corradini, Erica Santini^*, Claudia Vecciolini

^*Corresponding author for this work

Strategy, Intl Mgt & Entrepreneurship

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

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. The results suggest the presence of place promotion more than place branding.

Original language	English
Journal	REGIONAL STUDIES
DOIs	https://doi.org/10.1080/00343404.2023.2239275
Publication status	Accepted/In press - 2023

Keywords

cities
entrepreneurial ecosystems
place branding
place promotion
Twitter

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10.1080/00343404.2023.2239275

Cite this

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

abstract = "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. The results suggest the presence of place promotion more than place branding.",

keywords = "cities, entrepreneurial ecosystems, place branding, place promotion, Twitter",

author = "Carlo Corradini and Erica Santini and Claudia Vecciolini",

note = "Funding Information: The authors gratefully acknowledge the support of Startup Heatmap Europe by DEEP. The authors also thank the editors of this special issue and the anonymous referees for their helpful comments and guidance. All the remaining errors are the sole responsibility of the authors. Publisher Copyright: {\textcopyright} 2023 Regional Studies Association.",

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T1 - Place promotion, place branding and social media communication around entrepreneurial ecosystems

T2 - a Twitter analysis

AU - Corradini, Carlo

AU - Santini, Erica

AU - Vecciolini, Claudia

N1 - Funding Information: The authors gratefully acknowledge the support of Startup Heatmap Europe by DEEP. The authors also thank the editors of this special issue and the anonymous referees for their helpful comments and guidance. All the remaining errors are the sole responsibility of the authors. Publisher Copyright: © 2023 Regional Studies Association.

PY - 2023

Y1 - 2023

N2 - 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. The results suggest the presence of place promotion more than place branding.

AB - 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. The results suggest the presence of place promotion more than place branding.

KW - cities

KW - entrepreneurial ecosystems

KW - place branding

KW - place promotion

KW - Twitter

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SN - 0034-3404

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

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Keywords

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