Territorial marketing and branding: A systematic literature review

This paper presents a systematic review of territorial marketing and branding literature, focusing on the role of digital strategies in place promotion. Through a thorough analysis of articles from major databases like Scopus, Google Scholar, and we of science, we synthesize current knowledge on how digital tools, such as social media, enhance place branding. This paper presents a systematic literature review of territorial marketing and branding, with a particular focus on the role of digital strategies in enhancing the promotion and perception of places. By analyzing a diverse set of articles sourced from major academic databases such as Scopus, Google Scholar, and Web of Science, this study synthesizes current knowledge on how digital tools especially social media platforms and influencer marketing are transforming place branding practices. The findings reveal that digital ambassadors, influencers, and user-generated content (UGC) play a central role in shaping public perception, emotional connection, and engagement with territorial brands. Moreover, the results underscore the importance of digital storytelling, cultural adaptation of messages, and the emerging integration of technologies such as artificial intelligence and augmented reality in territorial marketing strategies. While most studies concentrate on well-known urban destinations, the review also sheds light on the challenges faced by smaller or rural territories in the digital landscape. Finally, this paper identifies significant research gaps and proposes directions for future investigations in the field of digital territorial branding.