Megaproject Branding on Social Media from the Lens of Information Content and Information Diffusion

Abstract

Megaproject branding on social media is especially needed in this digital era to prompt the success of megaproject delivery. Existing social media–driven branding studies often concentrated on general projects or products, and rarely focused on megaprojects that have substantial societal impacts. This presented study concentrates on megaproject branding on social media. To achieve such a purpose, a conceptual framework is proposed that explores the topic content and diffusion network of megaproject-related information on social media. Megaproject branding insights are provided to examine megaproject brand image and to improve information diffusion. Megaproject brand image is interpreted from the theme aspects of politics, economy, social, environment, national security, and megaproject itself (PESNCM). To illustrate the proposed framework, the information related to China’s major infrastructure projects (CMIPs) on Twitter is studied. Theoretically, this study further proves the necessity of megaproject branding in managing megaproject public stakeholders. Methodologically, the proposed framework could be used to conduct megaproject branding on social media platforms. Practically, the case results could be used to guide branding practices of CMIPs on Twitter.