Observing Nation Branding Campaigns through Social Media

Abstract

In a 2019 article titled “Evaluating the effectiveness of China’s nation branding with data from social media”, we looked into the perspectives and attitudes of the netizens on Quora to find out about their attitudes toward China’s national image. A total of 7680 comments to hot topics on Quora were collected during a span of two years. The results of content analysis indicated that the ranking of effectiveness of the different aspects of China’s nation branding is as follows: (1) history, (2) place, (3) language, (4) political and economic systems, (5) culture, (6) people, (7) infrastructure, and (8) social institution. Based on the results of the study, a model for evaluating the success or effectiveness of nation-branding campaigns was proposed.