Dynamics of Competitive Advantage and Consumer Perception in Social Marketing

This chapter extends the concept of place branding and applies it to the digital world of the Internet (place @-branding). Among the various environments of the complex digital universe of the Internet, the chapter deals in particular with (1) Websites as vehicles of images, representations, evaluations of places, and (2) social networks as spaces for the exchange and sharing of “lived” or “imagined” experiences of places by past-visitors and potential first-visitors. The analysis of place @-branding via Websites and social networks is based on empirical research data that targets various historic European capitals (Rome, Paris, Berlin, Brussels, Place @-Branding and European Capitals: “City Visiting Cards” via Municipal Websites, Virtual Tours of Significant Places flying with Google Earth, and Conversational Exchanges about City-Places Experienced/ Imagined via Social Networks Annamaria Silvana de Rosa Sapienza University of Rome, Italy Elena Bocci Sapienza University of Rome, Italy Place @-Branding and European Capitals

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