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 contribution||Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)|
|Pages (from-to)||18 - 18,|
|Number of pages||1|
|State||Published - 1 Jan 2015|