Comparative nation-branding analysis of Big Data: Focusing on Korea and Japan

Heewon Cha, Yunna Rhee, Chung Joo Chung

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


This exploratory research used Google to collect atypical data concerning Korea and Japan’s nation branding and used these to provide a structural description of the international perspectives of the countries’ cultures. Japan differs from Korea by focusing on developing various media, content, and geographical factors through fostering and supporting private-run local brands; also, variations relating to history, strategy, and system have resulted in different online nation-branding practices between the two countries. This study proposes several methods of enhancing nation branding and suggests further analysis of both private and public sector discussions, traditional and up-to-date channels, and various media content.

Original languageEnglish
Pages (from-to)276-295
Number of pages20
JournalJournal of Global Information Technology Management
Issue number4
StatePublished - 2 Oct 2017

Bibliographical note

Funding Information:
This research was supported by Kyungpook National University Bokhyeon Research Fund, 2016 and Hankuk University of Foreign Studies Research Fund of 2016.

Publisher Copyright:
© 2017 Heewon Cha, Yunna Rhee and Chung Joo Chung © 2017 Heewon Cha, Yunna Rhee and Chung Joo Chung.


  • Big Data
  • comparative study
  • nation brand
  • semantic analysis
  • web content


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