Abstract
This research explores how digital culture influences brand communication on social media, specifically focusing on placemaking efforts within Facebook. The author of the research employed a mixed-methods approach, combining content analysis of Facebook page publications of a placemaking project in Tallinn with in-depth interviews with brand managers and communication strategists on their views on how brand voice has been affected by becoming primarily digital. The content analysis aimed to identify strategies and tactics applied in communication to engage with their audiences in a digital context. Simultaneously, the interviews yielded valuable insights into the strategic decisions underlying these communications and the influence of wider cultural trends in the digital realm. The findings reveal that digital culture significantly impacts how brands craft their voices to foster a sense of place and community online. The study highlights specific tactics that are effective in engaging diverse audiences and underscores the importance of adaptability and cultural sensitivity in online brand communications. This paper contributes to the understanding of digital placemaking and offers practical recommendations for organisations looking to enhance their social media presence in a culturally relevant way.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Brand Voice, Brand Communication, Social Media, Placemaking, Community Engagement
