Research on the Communication of Major Events and the Construction of Xiamen’s City Image—Take Twitter as an Example

DOI

10.2991/assehr.k.220105.240How to use a DOI?

Keywords

major events; city images; international communication; Twitter accounts

Abstract

The international city image depends more on the publicity and communication activities of multiple subjects. Xiamen has many resources for major events. How to transform resource advantage into image advantage and how to implement effective communication strategies have become a vital topic of Xiamen’s international image communication. In this paper, through content analysis and literature research methods, the author takes Twitter accounts of major events, like China International Fair of Investment and Trade and Xiamen International Marathon, as the research focus, both of which are named as “CIFITinXiamen” and “@XiamenMarathon” respectively. Besides, the thesis points out the shortcomings and improvement direction for them. The thesis concludes that Xiamen should firmly grasp the opportunity of publicizing major events through overseas social media platforms. From the characteristic of the operation frequency and content, as well as the setting of topic labels, they all can enhance follower stickiness and engagement if being used effectively. Traffic is the focus for social media when publicizing major events in Xiamen abroad. Moreover, it has enormous potential to step further from improving its international image.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xueting He
PY  - 2022
DA  - 2022/01/17
TI  - Research on the Communication of Major Events and the Construction of Xiamen’s City Image—Take Twitter as an Example
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1302
EP  - 1306
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.240
DO  - 10.2991/assehr.k.220105.240
ID  - He2022
ER  -