Big Data Analyses of Korea's Nation Branding on Google and Facebook*

Chung Joo Chung, Yunna Rhee, Heewon Cha

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


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.

Original languageEnglish
Pages (from-to)151-174
Number of pages24
JournalKorea Observer
Issue number1
StatePublished - 1 Mar 2020

Bibliographical note

Publisher Copyright:
© 2020.


  • Big Data
  • Korean Wave
  • Nation brand
  • Online platform
  • Semantic network analysis


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