Place branding and social media in the sharing economy: a literature review

The objectives of this paper and its theoretical contribution is to combine three aspects of place branding on social media into a unified framework, based on extensive scholarly literature. The first aspect is a description of the literature connection between city branding and social media. The second aspect is how stakeholders (government and residents) use social media to foster city branding. The third aspect discusses how the sharing economy helps cities brand themselves. Finally, based on the literature evaluation, this paper concludes with theoretical and practical applications.