Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia)

Translated title of the contribution: Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)

Álvaro Fierro Sedano, Alexander Zuñiga Collazos, Marysol Castillo Palacio, César Augusto Mazo González

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.

Translated title of the contributionAnalysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)
Original languageSpanish
Article number18
Pages (from-to)18 - 18, 
Number of pages1
JournalEspacios
Volume36
Issue number18
DOIs
StatePublished - 1 Jan 2015

Fingerprint Dive into the research topics of 'Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)'. Together they form a unique fingerprint.

Cite this