Abstract
Traditionally, place marketing campaigns can be described using a linear model of communication, in which a source is delivering a message to a receiver. However, the unique characteristics of the social media turn web users from passive audience into active participants. Using a qualitative content analysis, the current study examined the type of relations between the core components of the communication process and the growing role of online users. The findings reveal that during the use of social media in place marketing campaigns, the distinction between the components of source, message and receiver fades as users gain more power and take an active role in the creation and distribution of campaign messages.
Original language | English |
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Pages (from-to) | 285-294 |
Number of pages | 10 |
Journal | Place Branding and Public Diplomacy |
Volume | 8 |
Issue number | 4 |
DOIs | |
State | Published - Nov 2012 |
Keywords
- linear communication model
- place marketing
- social media marketing
- tourism campaigns
ASJC Scopus subject areas
- Strategy and Management
- Marketing