ANALYSIS OF RESEARCH TRENDS IN DIGITAL MEDIA AND URBAN BRANDING: INSIGHTS FROM CITESPACE (2013-2023)

With the continuous development of smart cities, the relationship between digital media and city branding has attracted significant attention. This study uses the CiteSpace tool to provide a comprehensive visual analysis of the research landscape in the field of digital media and city branding from 2013 to 2023. A systematic literature review (n=689 articles) was used to explore the main trends. The methodology included the analysis of publication volume, international collaboration network, research field (including keyword co-occurrence and keyword clustering), and research hotspots and frontiers analysis. The study underlines the importance of digital marketing and market communication research in the context of city branding. The study highlights the complex dynamics of this relationship and the importance of exploring the interactive influences within these interdisciplinary fields. Finally, the data analysis highlights several potential research questions related to the development of creative accounting, offering valuable insights for future studies. Additionally, this study provides a framework for firms to design and implement creative accounting development strategies. The study recommends that future research topics should include interdisciplinary approaches, consumer engagement, global collaboration, and long-term branding strategies. These approaches are necessary to advance understanding and effective management of city brands in the digital age.