Reimagining city brand analysis with social media analytics: the case of Bangkok, Thailand

Social media and data analytics have transformed the analysis of city brand elements. By harnessing data from social media platforms, researchers gain access to real-time, detailed information about city perceptions, experiences, and physical features. This chapter showcases the applications of social media analytics to understand and enhance city brands. It presents three cases using textual, visual, and geographic data from Bangkok, highlighting the analysis of online restaurant reviews, user-generated photos, and geographic information system features. The findings demonstrate how social media data can provide insights into city experiences, visual representations, and physical attributes of a city.