A Conceptual Model for Revitalizing Shenyang’s Cultural Heritage: Enhancing Customer Engagement via Social Media Branding

This paper presents a conceptual framework focused on reviving cultural heritage using social media branding strategies. Based on the case study of Shenyang, China, it focuses on how traditional cultural practices can best handle the challenges facing dealing with the shifting world of the internet. As we operate in the fast-moving digital world, it is increasingly more challenging for traditional cultural practices to move in pace with digital evolution. According to social networks, a gap exists between preserving cultural values and adapting a customer's modern behavior. This paper presents a framework for cultural preservation, digital marketing, and consumer participation. This paper stresses that social media can be viewed as a cultural heritage promotion enabler while engaging consumers in this framework. Core features include the digitalization of critical cultural elements, the development of cultural heritage-related online communities through social media, the increase of interaction of people with culturally created content, and so on. This framework offers a path to renewing the cultural landscape by incorporating digital strategies. It also acknowledges challenges like potential commodification and loss of authenticity. The insights will benefit policymakers, cultural institutions, and businesses while guiding further empirical research on social media’s role in cultural preservation.