Big Data researchers have typically focused on images, trends, risk management, storytelling tools, and marketing. However, research into nation branding content disseminated through online platforms remains scarce. In this exploratory study, we collected data regarding Korea's nation branding and related material from Google and Facebook (the most widely used search engine and the most popular social networking service, respectively). By semantically analyzing this data, we provide a structural understanding of international perspectives on Korean culture. Online platforms serve as infrastructures that governments use to develop and distribute various applications throughout the world. The link between nation branding and the Korean Wave highlights the need for additional research examining the specific elements of Korea's nation brand and the branding strategies deployed via online platforms.
Bibliographical noteFunding Information:
This work was supported by Hankuk University of Foreign Studies Research Fund of 2019. Associate Professor, Kyungpook National University; E-mail: firstname.lastname@example.org Co-first Author. Professor, Hankuk University of Foreign Studies; E-mail: email@example.com Corresponding Author. Professor, Ewha Womans University; E-mail: firstname.lastname@example.org
- Big Data
- Korean Wave
- Nation brand
- Online platform
- Semantic network analysis