Using integrated marketing communications to promote country personality via government websites

Bo Liang () and Ye Wang ()
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Bo Liang: Nevada State College
Ye Wang: University of Missouri-Kansas City

Place Branding and Public Diplomacy, 2023, vol. 19, issue 1, No 7, 79-92

Abstract: Abstract Consumers tend to attribute human-like traits to a country. Applying theories of country personality and integrated marketing communications, this study examines country personalities as reflected in the website content of government agencies across functions. Specifically, this study used LIWC-based textual analysis to explore the Big Five personality dimensions in the text of government websites. Four ministries of China and South Korea's government with public diplomacy responsibilities were identified: ministries of agriculture, education, tourism & culture, and foreign affairs. Text data on 24 government websites were collected for this study in 2018. Our findings show that countries are different in presenting personalities via the website content of government branches. South Korean government focuses on the branches of foreign affairs and tourism & culture in presenting personalities of agreeableness, extraversion, and conscientiousness. In contrast, the Chinese government focuses on the branches of education and tourism & culture in presenting an openness personality. The findings suggest that a consistent presentation of country personality across websites of different government branches may depend upon structural and cultural characteristics of governing. Homepages and inside pages serve different strategic purposes to create positive presentation of country personality.

Keywords: Nation branding; Country personality; Country image; Big Five; Textual analysis (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41254-021-00221-7

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