10.4000/etudescaribeennes.11182

Place Brand Authenticity in Social Media Interaction: a Postmodern Perspective

Abstract

This essay aims to demystify the postmodern perspective on social media interaction in developing place brand authenticity. It is a reflective study that relies on a structure review approach. The findings denote that (1) place brand authenticity which emerges as the brand image of a place is derived from the content of the shared value in the social media sphere, where control of shaping place brand authenticity is in the hands of members of the public; (2) sustaining place brand authenticity can only be established by the producer through retaining a form of shared value, which is formed by members of the public in the social media sphere. Overall, this study offers a way of examining place brand authenticity development in the postmodern era and raises suggestions for further empirical study to test the framework and its perspectives

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oai:doaj.org/article:2bb56b689a574b5891f622e310a8988fLast time updated on 6/4/2019

This paper was published in Directory of Open Access Journals.

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