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• W2979289079 abstract "Social media launched a “tongue-in-cheek” trend taking a comic approach to state that Molise— an Italian region—doesn't exist; several reactions appeared online, since this discourse may affect the attractiveness and image of a territory. Therefore, this chapter aims to analyse the online actions and counteractions to describe the role of the actors and the modalities by which they reacted. Literature showed a growing interest in the ties among destination marketing, destination image and competitiveness, and social media. A multi-level approach has been chosen in identifying the actions and reactions of actors. Due to the research context, the authors performed a netnography and identified six categories of actors. On a theoretical side, the levels of analysis – macro, meso, and micro – are mutually influencing, as actions and reactions take place at various levels. On a practical side, the awareness of actors in understanding the need to support the territory represents a suggestion for policymakers, as they should engage in actions to combat the negative image of the region." @default.
• W2979289079 created "2019-10-10" @default.
• W2979289079 creator A5017577970 @default.
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• W2979289079 date "2020-01-01" @default.
• W2979289079 modified "2023-09-26" @default.
• W2979289079 title "Post, Ergo Sum" @default.
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• W2979289079 doi "https://doi.org/10.4018/978-1-7998-0365-2.ch008" @default.
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