The Role of Digital Marketing in City Brands’ Perception - The case of Castelo Branco

Abstract

By focusing on the brand "Castelo Branco, Bordar e Receber" brand, this paper aims to under-stand the extent to which the use of integrated communication strategies impact the perceived image of residents. In order to answer the research objectives, an online survey was adopted to collect data from the residents of the municipality of Castelo Branco, between July and August 2021. A total of 745 responses were obtained and statistically analyzed. The results suggest the positive role of digital marketing strategies on the development of city brand perceptions of the residents of Castelo Branco. The study also indicates the complementary role of traditional media, although digital tools, either organic (website/newsletter) or inorganic (so-cial media), could still be further explored.