Digital marketing activities by Dutch place management partnerships: A resource-based view

In most shopping areas, there are place management partnerships (PMPs) that aim to increase the competitiveness of area. Collective digital marketing activities, such as adoption and update collective websites social media pages, provide opportunities in this regard. Currently, extent which activities being employed varies widely among PMPs. However, studies investigating factors influence uptake lacking. This study applies a resource-based view fill gap, using data from an online survey about 164 official representatives PMPs urban areas Netherlands. Regression analyses were examine resources frequency two often used channels: pages. The results revealed while channels is strongly influenced by physical characterize area itself, these more organizational addition, strategic choice deploy human financial for benefit leads increased use activities. effect reinforced fact skills gained through experience contribute higher adopted channels. As such, provides empirical evidence on shared upon their