Urban Marketing Analysis from the Perspective of Social Media: Image Marketing Based on Regional Stereotypes

Abstract

The advent of the Internet and the subsequent proliferation of social media have transformed the landscape of information dissemination. Social media has become a dynamic and multifaceted platform for contemporary individuals to access and share information. Its functionality has evolved, and it has become one of the most rapidly evolving and diverse channels for disseminating information. Social media has broadened people's knowledge of the world and planted many "seeds" in people's minds. For instance, certain regions are often associated with certain "stereotypes," which leads to the phenomenon of people referring to a certain region and relying on information they have encountered online as their initial impression. Interestingly, these stereotypes that circulate on social media have an unexpected effect on the development of local businesses, and to a certain extent, they can help local enterprises save a significant amount of investment costs in marketing and publicity. This study identifies and categorizes the types of "regional stereotypes" that emerge on social media and examines the marketing strategies that utilize them. After identifying the key principles of effective marketing, we aim to enhance their efficiency in identifying business opportunities for regional development and reducing unnecessary redundant processes. Through the use of data analysis, case studies, and macro-level discussions, the authors found that stereotypes are effective in business marketing when they are regularly matched.