Over the past few years, residents' participation in public matters has gained increased importance along with the involvement of internal stakeholder groups in the decision-making process. This trend has also been embodied across city branding theory and practice. Therefore, the paper focuses on residents' role as citizens. The main objective of the study is to understand citizens' participation in local matters and the relationship between citizenship behavior and involvement in the city brand promotion practice. The study is based on the survey data (CAWI) acquired from citizens (n = 503) from Poznan, Poland. According to the research findings, citizens with a high level of so-called citizenship behavior are likely to also engage in the city branding process, namely in the promotion. The findings also highlight relationship between citizens' age and participation intensity. The survey results are valuable to local government authorities. The findings also suggest they should treat the residents as the most relevant stakeholders and encourage citizen participation by stimulating the feeling of citizenship. The study empirically proves that citizen participation in real-life directly correlates to their involvement online. The concept of citizenship behavior is adapted to the specificity of a CEE market and proved to be a reliable measurement tool.

在过去的几年中，随着内部利益相关者团体参与决策过程，居民参与公共事务的重要性日益提高。这种趋势在城市品牌理论和实践中也得到体现。因此，本文着重于居民作为公民的角色。该研究的主要目的是了解公民在当地事务中的参与以及公民行为与参与城市品牌推广实践之间的关系。该研究基于从公民（n = 503），来自波兰波兹南。根据研究结果，具有较高公民身份行为的公民也有可能参与城市品牌塑造过程，即参与推广。调查结果还强调了公民年龄与参与强度之间的关系。调查结果对地方政府部门是有价值的。调查结果还建议他们应将居民视为最相关的利益相关者，并通过激发公民意识来鼓励公民参与。该研究从经验上证明，公民对现实生活的参与与他们在线参与的程度直接相关。公民行为的概念适合于中东欧市场的特殊性，并被证明是一种可靠的衡量工具。