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

Heewon Cha, Yunna Rhee and Chung Joo Chung

Journal of Global Information Technology Management, 2017, vol. 20, issue 4, 276-295

Abstract: 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.

Date: 2017
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DOI: 10.1080/1097198X.2017.1388697

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