Reimagining city brand analysis with social media analytics: the case of Bangkok, Thailand
Issued Date
2025-01-01
Resource Type
Scopus ID
2-s2.0-105005687547
Journal Title
City Branding: Concepts and Tools for Reputation Management and Tourism Development
Start Page
61
End Page
78
Rights Holder(s)
SCOPUS
Bibliographic Citation
City Branding: Concepts and Tools for Reputation Management and Tourism Development (2025) , 61-78
Suggested Citation
Taecharungroj V. Reimagining city brand analysis with social media analytics: the case of Bangkok, Thailand. City Branding: Concepts and Tools for Reputation Management and Tourism Development (2025) , 61-78. 78. doi:10.4337/9781035347544.00012 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/110389
Title
Reimagining city brand analysis with social media analytics: the case of Bangkok, Thailand
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Author's Affiliation
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Abstract
Social media and data analytics have transformed the analysis of city brand elements. By harnessing data from social media platforms, researchers gain access to real-time, detailed information about city perceptions, experiences, and physical features. This chapter showcases the applications of social media analytics to understand and enhance city brands. It presents three cases using textual, visual, and geographic data from Bangkok, highlighting the analysis of online restaurant reviews, user-generated photos, and geographic information system features. The findings demonstrate how social media data can provide insights into city experiences, visual representations, and physical attributes of a city.