Influencer marketing in the promotion of cities and regions

Abstract

PURPOSE: Promoting cities and regions effectively involves a combination of marketing strategies and tactics to attract tourists, businesses, residents, and investors. A comprehensive approach to promote cities and regions should include such elements as e.g., creating a strong brand identity, social media marketing, website and online presence or content marketing. Influencer marketing has become a powerful tool in promoting cities and regions to attract tourists, businesses, and residents. The aim of this article is to carry out a review of the literature on influencer marketing and promotion of the cities and regions, in terms of research subject.

DESIGN/METHODOLOGY/APPROACH: The study used elements of the systematic literature review method (SLR), case studies, synthesis and logical reasoning.

FINDINGS: The review of the literature showed that the research on influencer marketing in the promotion of cities and regions is a very topical and important issue.

PRACTICAL IMPLICATIONS: The results show a small number of publications dedicated to this topic, so it still needs to be analyzed, both on a practical and research basis.

ORIGINALITY/VALUE: Research into influencer marketing in promotion of the cities and regions is still at an early stage of development. The results of the analysis may be of interest to both scientists and practitioners, in particular government and local government organizations responsible for the promotion of cities and regions.