Place branding and image through social media engagement and attitudes : UAE cities’ case

Abstract EN

Amid an increasingly competitive global economy, cities are adopting branding strategies to distinguish themselves and attract residents, talents, tourists, and investment.

one of the key prerequisites for the success of cities is “city branding”.

the study seeks to examine the impacts of social media users’ engagement on their attitudes toward place branding and image and the role of social media in branding.

a set of indicators was created and a quantitative survey with users of social media in the united Arab emirates (UAE) was implemented.

the study found significant correlations between users’ engagement in social media and place brand, place image, and having positive attitudes toward social media performance in branding.

users contributed more than just engaging in the creation of brand-related content.

the study also illustrated that users’ engagement in social media significantly influences their positive attitudes toward social media and that they have positive perceptions toward UAE cities’ branding.

they perceive the characteristics related to UAE cities’ branding (infrastructure, clean environment, attractions, sites, etc.) as more important than those related to travel facilities (prices, hotels, climate).

users’ previous experiences have a significant influence on their perceptions.