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The Case of Thessaloniki’s Branding: Constructing Social Networking and CSR in the Digital Era

Papagiannis, F and Kok, SK and Michaelides, ZM The Case of Thessaloniki’s Branding: Constructing Social Networking and CSR in the Digital Era. In: Corporate Responsibility and Digital Technology: International perspectives through online communities. Palgrave. (Accepted)

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Abstract

2012 was a celebratory year for Thessaloniki, Greece. In 2012, the municipality of Thessaloniki initiated an international sustainable development (SD) strategy. Part of this strategy was to launch a branding campaign with four thematic categories: i) history; ii) social activities and culture; iii) environment and urban landscape and iv) entrepreneurship. The aim of this paper is to present and critically analyze these ongoing social, environmental and economic factors of Thessaloniki’s SD strategy. Maintaining as a focal point social responsibility and social networking this paper reveals the importance of innovative services in digital communication and social networking when branding a city’s profile. It designates how Thessaloniki and its stakeholders are engaging and exploring digital and social profile potentials, opportunities and perspectives for the years to come. Reproduced with permission of Palgrave Macmillan

Item Type: Book Section
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Q Science > QA Mathematics > QA76 Computer software
Divisions: Liverpool Business School
Publisher: Palgrave
Date Deposited: 07 Apr 2017 09:07
Last Modified: 07 Apr 2017 09:07
URI: http://researchonline.ljmu.ac.uk/id/eprint/6069

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