Introduction/purpose: The paper reflexively documents (for the first time) as a consistent approach a participatory, co-creative storytelling practice for organic place branding as developed by the researcher across cinema, digital platforms, and word-of-mouth. Focus of this paper is on the societal impact of an implicit approach, to be structured into a repeatable process. Research limitations: The paper is based on reflexive observations and insights. The original empirical materials were co-created with stakeholders or developed for cinema, creative industry, or other applied uses, with the intent to develop a formalized methodology. Empirical research assets were therefore interpreted, reframed, or reflected upon from the viewpoint of both (a) social sciences and humanities and (b) place branding, leisure direction, and impact viewpoints. Theoretical framework: This paper is presented as a case study. A theoretical justification is provided. Methodology/main research approach: Reflexive reporting of art-based participatory interventions, between activism (action research) and storytelling for place branding. Findings: Reference cases will be grounded in the City of Turin, Italy, and most specifically its underprivileged Mirafiori and Borgo Aurora districts. The paper will frame an organic field practice through reflexively structuring it as a repeatable process. Impacts of an economic, social, and artistic nature will be documented. Specific empirical research assets include: (a) fictional movie and documentary (2014, 2019); (b) video clips, based on participatory interviews; (c) reflexive evidence from original approach bridging (cinematic) storytelling to place branding; (4) information and evidence on economic and social impacts, as extracted from (a) news and other secondary sources, and (b) primary statements from key stakeholders. Conclusions: The paper will offer two key value points: (a) Reflexive externalization by stakeholders of an implicit approach; (b) Potential formalization into a repeatable process, for universal adoption. The authors are committed to achieving the most societal impact through their research and consulting work and the paper will provide the opportunity to transfer findings, learnings, and assets to a wider community of stakeholders, for example, citizens and practitioners, with the required methodological reliability. Practical implications: The focus of this paper is eminently practical in terms of translating an organic practice at the crossroads of the creative industry, cinematic arts, and place branding, into a structured approach, and possibly a process. The outcome will be a reflexive repeatable formalization of the said approach, for future consideration and adoption by place branding leaders and stakeholders, with societal impact as the priority.
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In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of the area. Collective digital marketing activities, such as the adoption and update of collective websites and social media pages, provide opportunities in this regard. Currently, the extent to which digital marketing activities are being employed varies widely among PMPs. However, studies investigating the factors that influence the uptake of digital marketing activities are lacking. This study applies a resource-based view to fill this gap, using data from an online survey about collective digital marketing activities among 164 official representatives of PMPs in urban shopping areas in the Netherlands. Regression analyses were employed to examine the extent to which the resources of PMPs influence the adoption and update frequency of the two most often used digital marketing channels: websites and social media pages. The results revealed that while the adoption of collective digital marketing channels is strongly influenced by the physical resources that characterize the shopping area itself, the update frequency of these channels is influenced more by the organizational resources of PMPs. In addition, the strategic choice of PMPs to deploy human and financial resources for the benefit of collective digital marketing activities leads to increased use of these activities. This effect is reinforced by the fact that digital marketing skills gained through experience contribute to a higher update frequency of the adopted channels. As such, this study provides empirical evidence on the influence of PMPs shared resources upon their digital marketing activities.
Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.
