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 “Humanising Cities Initiative: Evaluating Social Sustainability with a Focus on Well-Being through Quality-of-Life Programme Efforts - A Case Study of Madinah, Saudi Arabia: A Comprehensive Analysis(Univerity of Sheffiled, 2024-08) Moafa, Mona Mohammed; Williams, GlynThis dissertation evaluates the "Humanising Cities" initiative in Madinah, Saudi Arabia, as one of the vital components of the Quality of Life Programme, derived from Saudi Vision 2030. The initiative focuses on enhancing social sustainability and residents' well-being through improvements in urban design, public spaces, and infrastructure. The research explores four broad themes: Urban Design and Public Spaces, Social Sustainability, Residents' Well-being and Economic Growth, and Alignment with Vision 2030. Data was collected using a mixed-methods approach, incorporating both qualitative and quantitative responses from 78 residents of Madinah through a survey. Thematic analysis highlights the programme's successes and areas for improvement, with particular focus on walkability, the expansion of green spaces, and community engagement. While significant successes were identified—such as positive impacts on physical health and local economic development—regional disparities and gaps in public awareness were also noted. These findings underscore the need for targeted interventions to ensure equitable access to the benefits of urban development and point to future research and policy considerations. Ultimately, this study provides valuable insights into the role of urban humanisation initiatives in fostering sustainable, inclusive, and liveable cities within the broader framework of Vision 2030.29 0