Social media and urban marketing in smart cities: The role of cultural proximity in digital engagement

Smart cities are increasingly utilizing social media as a tool for urban marketing, stakeholder engagement, and tourism promotion. However, how smart cities tailor their digital strategies and social media adoption to engage national and international users remains underexplored. This study examines the role of social media responsiveness in shaping digital engagement with these distinct audiences, considering cultural proximity as a key factor influencing digital interactions. Using a longitudinal panel of 18 Italian cities (2010–2023), we assess the diversification of social media adoption through the Herfindahl Index, while controlling for urban and economic characteristics. Results show that higher social media responsiveness is associated with greater engagement across both user groups, though engagement dynamics vary. National users tend to interact more with city content, while international users face additional barriers despite the role of digital platforms in facilitating global reach. By integrating insights from smart city marketing, destination branding, and digital governance, this study provides theoretical contributions and practical applications of how smart cities can optimize digital communication strategies to enhance tourism flows, strengthen stakeholder relationships, and reinforce urban attractiveness.