PLACE BRANDING, CIDADES INTELIGENTES E MÍDIAS SOCIAIS:

REVISÃO SISTEMÁTICA DE 2013 A 2022

Abstract

Objetivo: mapear a produção científica acerca da relação de redes sociais e cidades inteligentes com o conceito de place branding. Abordagem: identifica-se a produtividade dos pesquisadores, a distribuição e frequência das palavras-chave mais. Além disto, apresenta-se uma análise sistemática sobre os principais temas abordados, verificando os principais objetivos e lacunas. Principais resultados: as principais palavras-chave utilizadas foram image, marketing, tourism e Instagram; há pouca produção que relacione os três temas; percebeu-se que os principais periódicos estão localizados na Europa; e identificou-se que Place branding turístico, Construção da imagem do lugar, Papel dos residentes do lugar, Marca verde do lugar são os principais temas dos artigos da base. Contribuições: a criação de novas oportunidades de pesquisas acerca dos temas abordados, detalhando quais são as principais lacunas que vários autores destacaram em seus trabalhos para que novos trabalhos sejam desenvolvidos.

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Author Biographies

Gabriela Gonçalves Silveira Fiates, Universidade Federal de Santa Catarina

A autora tem formação em Engenharia Mecânica e Engenharia de Produção pela Universidade Federal de Santa Catarina. Foi professora e pesquisadora da Universidade do Sul de Santa Catarina por 13 anos e atualmente é professora associada I da Universidade Federal de Santa Catarina. Atuou como editora da Revista Ciências da Administração. Seu trabalho é centrado na área de inovação, incluindo estratégias de mudança e inovação, aprendizagem organizacional e empreendedorismo. Coordena o Núcleo de Pesquisa em Empreendedorismo Inovador e é revisora de periódicos como RAC Eletrônica, RAUSP, RAE e O&S.

Marco Antonio de Moraes Ocke, Universidade Federal de Santa Catarina

Professor Adjunto no Centro Socioeconômico da Universidade Federal de Santa Catarina, atuando no Departamento de Ciências da Administração e no Programa de Pós-Graduação em Administração, com linha de atuação em Administração de Marketing, Branding e Comunicação. Fazendo um estágio de pós-doutorado na Escola de Comunicação e Artes da Universidade de São Paulo, com linha de pesquisa em Place Branding. Tem doutorado em Administração de Marketing pela Universidade de São Paulo, mestrado em Comunicação e Mídia e bacharelado em Publicidade e Propaganda. Já foi professor em escolas como a ESPM e tem experiência consultiva em comunicação e marketing para grandes empresas, além de ter trabalhado como analista de comunicação e marketing na Cia do Metropolitano de São Paulo.

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Published
2023-08-16
Section
ARTIGOS