| Background:City Brand is the core competitiveness of a city.The formation of a City Brand is of great significance to both internal and external customers of the city,hence promoting urban development.Social media has penetrated into many areas of people’s life and work.Marketers are increasingly paying attention to the use of social media for brand management.However,the application in the field of City Brand has not been paid enough attention.Online Celebrity Cities are cities that have quickly become popular on social media.Compared with traditional famous cities,Online Celebrity Cities rather intuitively reflect the impact of social media marketing(SMM)on city brands,that are suitable for studying the influence of SMM on City Brands.Research Questions:This study aims to test whether there are differences in the Brand Awareness and Loyalty of different types of stakeholders,how SMM affects City Brand Awareness and Loyalty,and to test whether City Brand Awareness plays an intermediary role in the path of social media usage affecting Loyalty.Research Method:This research adopts empirical analysis,mainly using questionnaire survey.Firstly,research hypotheses were made by literature review.Then designing questionnaires,pre-test,formal test and regression analysis to verify hypotheses.Conclusions:Through analysis,this study has the following conclusions:(1)Different types of stakeholders have different effects on City Brand Awareness and Loyalty;(2)The information,entertainment,interaction and self-concept dimensions used by social media have a significant positive impact on Online Celebrity City Brand Awareness positively.(3)The entertainment and self-concept dimensions used by social media have a significant positive impact on Online Celebrity City Brand Loyalty.(4)Mediating Role of Online Celebrity City Brand Awareness.Lastly,based on the research results,some suggestions are given for the brand management of Online Celebrity Cities. |
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