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Korea’s Nation Branding on Social Media: An Analysis of Government Facebook Postings and User Reactions

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dc.contributor.author이병종-
dc.date.available2021-02-22T11:24:29Z-
dc.date.issued2016-09-
dc.identifier.issn1598-5733-
dc.identifier.urihttps://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/9428-
dc.description.abstractBecause of their participatory, open and sharing nature, social media are widely used for nation branding these days. Through social media that allow symmetrical two-way communications, governments can interact intimately with their foreign stakeholders, forging amicable online relations. Their target audiences, on the other hand, can react real-time to governments’ nation branding activities through diverse communicative features of social media, such as likes or comments functions of Facebook. Yet the dynamic interactions between governments and their overseas audiences have not been fully examined despite rich quantifiable data of social media available for such studies. This paper attempted to explore that area by analyzing the Korean government’s social media-based nation branding efforts. More specifically, the study examined what kinds of messages the Korean government sends to foreigners through its nation-branding Facebook, receiving what kinds of reactions. Results show that the messages are predominantly informational, although promotional or relational messages elicit more active and favorable reactions from their users. Also, the Facebook messages were found to focus on soft-power elements of nation branding, such as culture, tourism and nature, rather than hard-power elements, such as politics and economy. Users reacted more favorably to soft-power messages. Academic and policy implications of the research are discussed in conclusion.-
dc.format.extent55-
dc.language영어-
dc.language.isoENG-
dc.publisher사이버커뮤니케이션학회-
dc.titleKorea’s Nation Branding on Social Media: An Analysis of Government Facebook Postings and User Reactions-
dc.title.alternative소셜 미디어를 통한 한국의 국가 브랜딩: 정부의 페이스북 포스팅 및 사용자 반응 분석-
dc.typeArticle-
dc.publisher.location대한민국-
dc.identifier.bibliographicCitation사이버커뮤니케이션학보, v.33, no.3, pp 103 - 157-
dc.citation.title사이버커뮤니케이션학보-
dc.citation.volume33-
dc.citation.number3-
dc.citation.startPage103-
dc.citation.endPage157-
dc.identifier.kciidART002147521-
dc.description.isOpenAccessN-
dc.description.journalRegisteredClasskci-
dc.subject.keywordAuthornation branding-
dc.subject.keywordAuthorsoft power-
dc.subject.keywordAuthorsocial media-
dc.subject.keywordAuthorFacebook-
dc.subject.keywordAuthoruser reaction-
dc.subject.keywordAuthor국가 브랜딩-
dc.subject.keywordAuthor소트프 파워-
dc.subject.keywordAuthor소셜 메시지-
dc.subject.keywordAuthor페이스북-
dc.subject.keywordAuthor사용자 반응-
dc.identifier.urlhttp://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE07014944-
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