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In today's global landscape, a well-managed nation brand stands as a crucial intangible asset, significantly enhancing a country's ability to attract investment, talent, and tourism while distinguishing itself in international competition. This study systematically reviews nation branding research from the past decade, spanning from 2014 to April 2024, by analyzing 578 peer-reviewed articles from prominent databases like Scopus and Web of Science (WoS). Utilizing bibliometric analysis techniques, including performance analysis, citation analysis, co-citation analysis, and author analysis, the study identifies key contributions, influential publications, and leading authors within the field. The findings reveal a predominant influence of Western countries in nation branding research, with emerging contributions from BRICS nations. This comprehensive review highlights significant research trends, such as the growing importance of digital media in shaping nation brands and the increasing focus on sustainability and cultural diplomacy. The study also uncovers existing knowledge gaps, particularly in the areas of measurement methodologies and the impact of geopolitical changes on nation branding. By employing VOSviewer software, the research visualizes co-citation and cooccurrence networks, providing deeper insights into the collaborative and thematic landscape of nation branding research. These visualizations reveal key clusters of research activity and thematic concentrations, offering a roadmap for future investigations. The study aims to serve as a valuable resource for scholars and practitioners, fostering a more nuanced understanding of nation branding and guiding future research directions in this vital area. By identifying the most influential works and authors, this review not only acknowledges the contributions made to date but also sets the stage for advancing the field through targeted research addressing identified gaps and leveraging emerging trends in global nation branding strategies. [ABSTRACT FROM AUTHOR]

Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain. [ABSTRACT FROM AUTHOR]

This research analyzed the online reputation of Marbella as a tourist destination and the profiles of the reviewers according to sociodemographic characteristics. A correlational, quantitative research technique was used in this study based on the manual extraction of more than 4000 reviews generated on TripAdvisor. The data used in this study were collected from the TripAdvisor website, taking, as a sample, tourists who had visited the city in the last three years. Ratings that did not provide full data on the variables were excluded. The findings show that Marbella is considered a luxury shopping destination. The preliminary conclusions allow us to generalize about the sociodemographic profile of its tourists. The findings of the study will provide valuable information for Marbella's Destination Management Organization (DMO). On the one hand, this study highlights the importance of ranking the attractions of the city to create better communication strategies and enhance the appeal of those attractions that receive the best ratings, establishing the true vocation of Marbella as a tourist destination. On the other hand, it provides information on what tourists perceive to be negative elements, allowing the administration to create an improvement plan. The novelty of this research paper is that it delves into Marbella's online reputation through an analysis of specific attractions' ratings. Areas that require further attention in future research have been highlighted, along with specific advice on each attraction that contributes to the tourist offerings of the city. [ABSTRACT FROM AUTHOR]