The Role of Social Media Influencers in City Branding

Abstract

The 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.