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• W4313374024 abstract "Place branding through viral content affects a user and their experiences. Similarly, the pandemic era has seen greater acceptance of Instagram to target audiences from several geolocations. However, there is a lacuna to rationalize how place-branding contents can be made viral in pre and post-pandemic scenarios through Instagram. Accordingly, this book chapter develops how Instagram as a channel would help place branding in pre and post-pandemic strategies. Moreover, no prior studies have discussed place branding through viral content and subsequent relevancies in the pre and post-pandemic era. Since the rationale of place branding and viral content is unknown, we urge you to discuss the significance in the current scenario. This book chapter makes three contributions through the 3P framework and viral marketing strategy. First, using place branding and viral content strategy literature, we propose how Instagram as a channel helps create viral content in pre and post-pandemic eras. Second, we describe the place branding process, how branding content can go viral through Instagram, and the subsequent relevance in the post-pandemic age. Third, we aim to assist the tourism industry in developing comprehensive place branding strategies through Instagram in the post-pandemic era." @default.
• W4313374024 created "2023-01-06" @default.
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• W4313374024 date "2022-01-01" @default.
• W4313374024 modified "2023-10-16" @default.
• W4313374024 title "How to Make Place Branding Content Viral in Pre and Post-Pandemic Situations Through Instagram?" @default.
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• W4313374024 doi "https://doi.org/10.1007/978-981-19-5763-5_14" @default.
• W4313374024 hasPublicationYear "2022" @default.
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