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Papagiannis, F, Kok, SK and Michaelides, ZM (2017) The Case of Thessaloniki’s Branding: Constructing Social Networking and CSR in the Digital Era. In: Corporate Responsibility and Digital Communities. Palgrave Studies in Governance, Leadership and Responsibility . Palgrave, pp. 165-184.
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The Case of Thessalonikis Branding. Constructing Social Networking and CSR in the Digital Era.pdf - Accepted Version Download (915kB) | Preview |
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 |
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| Additional Information: | This extract is taken from the author's original manuscript and has not been edited. The definitive, published, version of record is available here: https://doi.org/10.1007/978-3-319-63480-7 |
| 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: | 14 Nov 2024 11:58 |
| DOI or ID number: | 10.1007/978-3-319-63480-7_9 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/6069 |
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