Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia)

Álvaro Fierro Sedano; Alexander Zuñiga Collazos; Marysol Castillo Palacio; César Augusto Mazo González

Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia)

Translated title of the contribution: Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)

Álvaro Fierro Sedano, Alexander Zuñiga Collazos, Marysol Castillo Palacio, César Augusto Mazo González

Research output: Contribution to journal › Article › peer-review

5 Scopus citations

Abstract

This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.

Translated title of the contribution	Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia)
Original language	Spanish
Article number	18
Pages (from-to)	1-17
Number of pages	17
Journal	Espacios
Volume	36
Issue number	18
State	Published - 22 Jul 2015
Externally published	Yes

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Fierro Sedano, Á., Zuñiga Collazos, A., Castillo Palacio, M., & Mazo González, C. A. (2015). Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia). Espacios, 36(18), 1-17. Article 18.

Fierro Sedano, Álvaro ; Zuñiga Collazos, Alexander ; Castillo Palacio, Marysol et al. / Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia) : Caso Medellín (Colombia). In: Espacios. 2015 ; Vol. 36, No. 18. pp. 1-17.

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title = "Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),An{\'a}lisis del City Branding y la Imagen de Marca a trav{\'e}s de los Medios de Comunicaci{\'o}n Online y el Social Media: Caso Medell{\'i}n (Colombia): Caso Medell{\'i}n (Colombia)",

abstract = "This study develops both conceptual and methodological proposal to study the City Branding and Medelli{\'n}s brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.",

keywords = "Brand image, City Branding, Linear Regression, Medellin, Online Media, Social Media",

author = "{Fierro Sedano}, {\'A}lvaro and {Zu{\~n}iga Collazos}, Alexander and {Castillo Palacio}, Marysol and {Mazo Gonz{\'a}lez}, {C{\'e}sar Augusto}",

year = "2015",

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Fierro Sedano, Á, Zuñiga Collazos, A, Castillo Palacio, M & Mazo González, CA 2015, 'Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia)', Espacios, vol. 36, no. 18, 18, pp. 1-17.

Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia). / Fierro Sedano, Álvaro; Zuñiga Collazos, Alexander; Castillo Palacio, Marysol et al.
In: Espacios, Vol. 36, No. 18, 18, 22.07.2015, p. 1-17.

Research output: Contribution to journal › Article › peer-review

TY - JOUR

T1 - Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia)

T2 - Caso Medellín (Colombia)

AU - Fierro Sedano, Álvaro

AU - Zuñiga Collazos, Alexander

AU - Castillo Palacio, Marysol

AU - Mazo González, César Augusto

PY - 2015/7/22

Y1 - 2015/7/22

N2 - This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.

AB - This study develops both conceptual and methodological proposal to study the City Branding and Medellińs brand image. Using multivariate techniques and Ordinary Least Squares (OLS) analysis, the behavior of users of social networks and social media after checking how the mentions on the Internet affect the brand image of this city, was analyzed. The result of this research allows identify netizens perceptions, and helps governments and businesses to guide their marketing strategies.

KW - Brand image

KW - City Branding

KW - Linear Regression

KW - Medellin

KW - Online Media

KW - Social Media

UR - http://www.scopus.com/inward/record.url?scp=84945970368&partnerID=8YFLogxK

M3 - Artículo

AN - SCOPUS:84945970368

SN - 0798-1015

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ER -

Fierro Sedano Á, Zuñiga Collazos A, Castillo Palacio M, Mazo González CA. Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia). Espacios. 2015 Jul 22;36(18):1-17. 18.

Analysis of City Branding and Brand Image through Online Media and Social Media: Case Medellin (Colombia),Análisis del City Branding y la Imagen de Marca a través de los Medios de Comunicación Online y el Social Media: Caso Medellín (Colombia): Caso Medellín (Colombia)

Abstract

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