The Effective use of Social Media in Destination Branding

This bachelor thesis is a qualitative research aimed to investigate necessary conditions for an effective use of social media platforms in destination marketing. Research conducted in this study is solely based on literature research. The study combines general theory of social media marketing and branding with theory of destination branding and concludes propositions based on those two theories. There are three propositions for an effective use of social media activities in destination branding: good quality content of social media updates, involvement from the whole destination marketing organization, and integration with other marketing platforms. The aim of developing these propositions is for additional insights regarding effectiveness in social media destination branding, and not a correct hypothesis since there is no empirical evidence whether these propositions are true.