Social Media in City Branding Strategic: Empirical study in Solo City, Indonesia
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 03
Abstract
The trend of tourist visits in Indonesia after Covid-19 has increased more than the period before Covid-19, despite being under intense competitive pressure. This competitive pressure drives the trend of city branding integrating with digital-based marketing communications to increase city attractiveness. This study is to explore how social media promotion and electronic word-of-mouth (e-wom) play a mediating role in city branding on tourists' decisions to visit and city image. This investigation was carried out with a quantitative methodology. Data was gathered via an online survey intended for Solo visitors. Purposive sampling was used to select 100 respondents to participate in this study. Data were analyzed using Smart PLS 4.0. The results showed that city branding directly affects city image and visiting decisions, but city image has an insignificant influence on visiting decisions. Visitor decisions and city branding can be influenced indirectly by social media promotion and e-wom. E-wom's indirect effect can mediate the impact of a city's image on visit decisions. The research findings that city branding - social media promotion - city image - e-wom - visiting decisions are in one indirect effect path.
Authors and Affiliations
Etty Indriani
Keywords
Related Articles
- EP ID EP731608
- DOI 10.47191/ijsshr/v7-i03-03
- Views 46
- Downloads 0
Bank Capital, Capital Requirements, Monetary Policy Tools, and the Likelihood of a Coming Crash
The purpose of this article is to discuss bank capital, the current capital requirements under the Basel Accords, Dodd-Frank, and various regulatory bodies. Tier 1, Tier 2, and the defunct Tier 3 capital requirements are...
Islamic Boarding School Student Management (Multi-Case Study at the Rasyidiyah Khalidiyah Islamic Boarding School for Men and Women in Amuntai, Hsu Regency)
This study aims to describe and analyze the management of students covering aspects of recruitment, coaching, development, special services, and evaluation. This research is descriptive research with a qualitative approa...
Study of the Psychological Condition of Students Living in Border Conflict Regions
Since the 1990s, the conflicts and destructive processes that began in Abkhazia and South Ossetia have remained a major crisis for the population of Georgia. For nearly 30 years, the populations of both regions, governed...
Curricular Systems and Enrolment of Learners with Disabilities in the Public Vocational Training Centres of the Ministry of Employment and Vocational Training in Cameroon
This study is based on the observation that the participation of learners living with a disability in the Vocational Training Centres of the Ministry of Employment and Vocational Training in Cameroon is very low, in cont...
A Multicultural Approach on Islamic Religious Education
This article aims to discuss Islamic religious education from a multicultural perspective in Indonesia. The research method uses a literature review with content analysis. The study results show that the diversity of the...