Digital Cities: Investigating the Image of Lagos as a Fashion City Online Through Web Search Queries

Abstract

In the digital era, cities have to manage their brand identities on both offline and online platforms. Digital engagement has become an increasingly important strategy for cities to reach out to both locals and visitors as the internet has become a gateway linking billions of people to global careers, investments, tourism and products. Global cities are positioning their brands through elements such as fashion, music and vacation attractions to stand out even online. In recent times, the city of Lagos has been described as an emerging global fashion capital and is becoming more popular for its fashion activities and personalities. This study examines if the online image of the city on the google web search engine aligns with the city’s image as an emerging fashion capital. This research employs the content analysis method, in investigating certain keywords on the google search engine. Results from this study reveal that information regarding the fashion industry in Lagos city is mostly limited to fashion weeks. It is recommended that stakeholders in the Lagos fashion industry increase visibility on online platforms including the google web search engine, which is a key portal for global information.

Keywords: keyword search, fashion capitals, Lagos city, digital cities, web search queries

DOI: 10.7176/NMMC/99-03

Publication date:October 31^st 2021