Iranian Association of Cultural Studies & Communication Society Culture Media 2322-3855 7 26 2018 03 21 The Power of Social Media Storytelling in Destination Branding The Power of Social Media Storytelling in Destination Branding 103 126 77459 FA Abootorab Alirezaie Associate Professor of Industrial Management, Islamic Azad University, Tehran South Branch, Tehran, Iran Mohsen Ghavam Graduated from MBA Management (Marketing), Islamic Azad University Mohamad Goudarzi Industrial Management Student, Islamic Azad University, Tehran South Branch Journal Article 2018 11 17 <span>A large part of the global population is now connected in online social networks in social media where they share experiences and stories and consequently influence each other's perceptions and buying behaviour. This poses a distinct challenge for destination management organisations, which must cope with a new reality where destination brands are increasingly the product of people's shared tourism experiences and storytelling in social networks, rather than marketing strategies. This article suggests a novel interpretation on how these online social networks function with regard to generating engagement and stimulating circulation of brand stories by offering a conceptual framework based on the sociological concepts of storytelling, performance, performativity, and mobility. These concepts are characterised as ‘technologies of power’, for their role in shaping the social mechanisms in social media. VisitDenmark, the DMO of Denmark, is used as a case to put the framework into practice. The case demonstrates how DMOs can use the framework to strengthen their social media branding, and five practical recommendations for how to do so are provided.</span> <span>A large part of the global population is now connected in online social networks in social media where they share experiences and stories and consequently influence each other's perceptions and buying behaviour. This poses a distinct challenge for destination management organisations, which must cope with a new reality where destination brands are increasingly the product of people's shared tourism experiences and storytelling in social networks, rather than marketing strategies. This article suggests a novel interpretation on how these online social networks function with regard to generating engagement and stimulating circulation of brand stories by offering a conceptual framework based on the sociological concepts of storytelling, performance, performativity, and mobility. These concepts are characterised as ‘technologies of power’, for their role in shaping the social mechanisms in social media. VisitDenmark, the DMO of Denmark, is used as a case to put the framework into practice. The case demonstrates how DMOs can use the framework to strengthen their social media branding, and five practical recommendations for how to do so are provided.</span> https://www.jscm.ir/article_77459_75a708e5dcb90a319f9c89ef30f46d06.pdf