Saudi Cultural Missions Theses & Dissertations
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Item Restricted The Role of Social Media Influencers in City Branding(University of Essex, 2024-10-10) Alzahrani, Ruba Ahmed J; Ferreira, Marcia ChristinaThe research investigated how social media influencers affect city branding, paying particular attention to the influencer marketing tactics used to project a positive city branding image, which influencer characteristics are best able to support city branding strategies, and which strategies have a positive impact on city branding tourism through influencer marketing tactics aimed at shaping consumer choice. A systematic literature review was conducted which analysed journal articles published on the topic between 2010 and 2023. Thematic analysis was employed to identify the emergent themes in three key categories: influencer marketing tactics, influencer characteristics, and city branding strategies. The analysis revealed that successful influencer marketing tactics for city branding involve authentic storytelling, community engagement and strategic collaborations. In the category influencer characteristics, the themes of credibility, trustworthiness and alignment with target audience values emerged as crucial aspects for effective city branding promotional activities. Lastly, the analysis showed that city branding strategies led to a positive impact on consumers’ choices by leveraging both digital and traditional marketing channels, emphasising the need for high-quality content, creativity and data-driven decision-making. The research findings revealed the impact of influencer marketing in shaping destination brand image and driving travel intentions. They further highlighted the importance of selecting authentic influencers who are able to create compelling narratives and foster genuine connections with their audience. By integrating influencer marketing with a comprehensive branding strategy, cities are able to effectively promote their unique offerings and attract visitors, investors and residents in the digital age.23 0Item Restricted The Complex Narrative of Jeddah(Manchester Metropolitan University, 2024) Alamri, Abdarraouf; Kassab, Rim YassineThe research project investigates the strain in re-inventing the identity of a city that already has a strong image in the collective minds. Historically Jeddah is well known as a spiritual city, being the gateway to Makkah. And an economic center due to its important seaport. However, a new branding strategy is emerging portraying the historical center ‘Al Balad’ as a creative and cultural hub. The motivation behind undertaking this research is a personal desire to understand Jeddah as my hometown, particularly considering a new wave of governmental branding. The study closely aligns with existing fields of architecture and urbanism, especially within the realm of Urban and City Branding. By investigating the tension in re-shaping the identity of Jeddah’s historic district and the branding impact on the city’s development, the research offers valuable insights for the literature in an underexplored area of altering the branding of cities with existing strong image. Further, it will provide an understanding of how branding strategies influence urban development. This study aims to comprehend the historical identity of Jeddah and examine the recent change in the governmental narrative concerning the historic district, unveiling the intricate story of Al Balad. The emerging research questions focus on understanding how the government is shaping a new narrative for Jeddah’s historic district and what is the subsequent impact of the new brand on the city’s development. Employing a qualitative approach, the anticipated research design focuses on a case study to unveil the narratives constructed by national institutions within Jeddah’s historic district. Official documents will serve as the primary source of data collection. It includes design guidelines, UNESCO reports, and official websites. Thematic analysis will be employed to systematically analyze the governmental discourse and its implications on the development of Jeddah.14 0