The Importance of Online Context in City Branding: Gümü？hane Sample

Social media has become an indispensable element of the digital age we live in. Even so, there are even young people who have opened their accounts by their parents even before they were born. The use of social media is reshaping the communication they will establish through the target groups of institutions. It creates value for them. The institutions that keep up with this innovation have gone a long way in the competition conditions and have been branded in the minds of consumers in a modern, permanent and value-oriented manner. With online content created with social media channels, they can present valuable information to them, deliver benefits, and send mental codes related to their brands. This study aims to explore the content of online content about the city in the context of the present online and social media usage of Gümü？hane city and its destination through content analysis method. The first findings show that city managers do not care much about the valuable content described above