Reconceptualising Digital Placemaking: A Netnographic Study from the State of Uttarakhand, India

Abstract

This article aims to contribute towards the theoretical and practical implications of ‘digital placemaking’ in the context of the state of Uttarakhand, India. In this study, we conducted a prolonged netnographic immersion with a popular online community on Facebook and analysed how the members make sense of digital placemaking in the cultural context of Uttarakhand. The data is collected using observations of the digital community and in-depth interviews of the administrators. We draw the theoretical inspirations from the perspective of ‘dialogue’ and ‘participation’ to further re-conceptualise digital placemaking and align its conceptual roots with the discipline of social change communication. Furthermore, using inductive insights, we propose key strategies shaping the process of digital placemaking.

Influencer Marketing Across Cultures: Strategies and Impact

“…To track and analyze campaign effectiveness in real time and make timely modifications and optimizations, marketers should also make use of data analytics tools and platforms (Kim & Ko, 2012). In addition, asking for input from regional leaders and stakeholders can yield insightful information on audience perceptions and the efficacy of campaigns (Sarkar & Kotler, 2020). Brands may improve the relevance and effect of their influencer marketing initiatives in a variety of cultural contexts by using a data-driven approach to performance assessment and evaluation.…”

“…Furthermore, cultivating an environment that welcomes experimentation and creativity allows brands to try out novel ideas, refine winning tactics, and seize new chances (Lu et al, 2020). Additionally, establishing cooperative connections with local stakeholders and influencers promotes information exchange and co-creation, enhancing campaign plans with a range of viewpoints and cultural expertise (Sarkar & Kotler, 2020). Brands can effectively negotiate cultural intricacies, optimize campaign performance, and foster meaningful engagement with various audiences by engaging in continual learning and adaptation.…”

“…Influencer marketing offers special potential and challenges for organizations looking to connect with a diverse range of cultural consumers, given the speed at which markets are globalizing and the widespread use of social media platforms (De Veirman et al, 2017). Understanding how influencer marketing tactics and their efficacy change in various cultural contexts is crucial as businesses go into foreign markets (Sarkar & Kotler, 2020). The purpose of this paper is to discover best practices for influencer collaborations that are successful in a variety of global marketplaces by examining the subtleties of influencer marketing across cultural boundaries.…”