City Branding Though Instagram: The Case of Athens
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2020-08-31
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en
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The goal of this research is to investigate how is Athens branded through two Instagram profiles dedicated to branding of the city, one owned by the municipality of Athens and one owned by a local. In order to investigate this complex issue, an academic research was conducted on city branding in general and of city branding through social media in specific. In addition, the content analysis of the two profiles was done along with qualitative interviews of a local and a recent visitor to understand their point of view and opinions on the city's branding. It was concluded that the municipality of Athens is mainly promoting the city's ancient past and archeological sites more than modern day Athens, in contrast to the locally owned profile that tends to have a more inclusive content.
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Faculteit der Letteren