Özet:

Place branding is seen as a popular concept with globalization, but studies on the subject are based on old ages. The concept of place branding has already existed in different meanings, but the intended role has changed over time. These roles have been marketing activities, which have been carried out with the aim of attracting citizens and attracting investors and employees at the economic level. In the end, these roles have become meaningful as an interactive communication role that has reached the size of both investor, citizens and tourist attraction with the expansion of the Internet and the diversification of the target group. In this study, the roles in place branding will be discussed in three periods, these three periods are presented in general terms and analyzed in the context of place branding 3.0. In this context, the study analyse the peoples shares in Instagram with homeofturkey hashtags on places by using rhetorical analysis. As a conclusion, It is seen that the individual’s shares with personal experiences can shape the perceptions of target groups about the destination. 

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