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    The role of culture in city branding
    (IGI Global, 2016) Ozer S.U.
    City branding means all types of image development studies for a city in order to attract more visitors, raise the quality of life and awareness of the city and provide development etc. Today, the increasing competition among the cities has made city branding a necessity. There are different strategies implemented for city branding. The mostly used strategy among those is the culture-focused branding studies. Culture has a critical importance for city branding and it is used as an international strategy for the economic, social and environmental renovation of cities. Marketing the cultural city sources and activities in an efficient way and branding the city accordingly have become increasingly important. In this chapter, the role and importance of culture which is one of the most important strategies used in city branding has been discussed in detail. Also, the cases of cultural cities which become successfully different from their rivals with their cultural heritage and the strategies implemented in these cases have been analyzed. © 2017, IGI Global. All rights reserved.
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    Using social media in city marketing: A content analysis of hashtags for Istanbul in Instagram
    (Peter Lang AG, 2017) Ozer S.U.
    Nowadays, social media has almost become part of consumers' daily lives. It is seen that social media, which is one of the most important marketing tools for companies and brands, is also being used effectively in city marketing. This paper aims to systematically analyse hashtags for Istanbul on Instagram, which is one of the most important social media channels, and to determine elements that can be used effectively in city marketing. In this study, the content of hashtags for Istanbul on Instagram has been analysed using content analysis, using "visual elements." After a detailed document review, an encoding table that contains the main themes and sub-themes related to important elements in marketing of Istanbul has been created. Percentage and frequency analyses have been performed as descriptive statistics to analyse the data. In line with the findings of the research, prominent elements in shares of users related to Istanbul have been evaluated, and recommendations have been made for using these elements in city marketing activities. © Peter Lang GmbH, Internationaler Verlag der Wissenschaften, Frankfurt am Main 2016. All rights reserved.