An Instagram content analysis for city branding in London and Florence

Diletta Acuti, Valentina Mazzoli*, Raffaele Donvito, Priscilla Chan

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

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    This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of the image of London and Florence. This research applies a content analysis of visual information (pictures) and textual information (hashtags) available on social networks (i.e. Instagram), typing the hashtags #London and #Florence, to reconstruct the brand image of these two cities. As the recent literature has argued for brands or products, even for places and cities, it is important to monitor the perceived city brand image resulting from the overall online experience, especially on social media. This paper is one of the first to apply content analysis on Instagram in relation to city branding, where the core of communication is based on images. Therefore, in contrast to previous studies, this work principally focuses on visual communication, as a form of textual paralanguage communication, for the construction of a city image for London and Florence.

    Original languageEnglish
    Pages (from-to)185-204
    Number of pages20
    JournalJournal of Global Fashion Marketing
    Issue number3
    Early online date12 Jun 2018
    Publication statusPublished - 1 Sept 2018


    • brand associations
    • City branding
    • city image
    • fashion
    • Instagram


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