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Empowerment or disempowerment: Exploring stakeholder engagement in nation branding through a mixed method approach to social network analysis
- Source :
- Public Relations Review. 47:102024
- Publication Year :
- 2021
- Publisher :
- Elsevier BV, 2021.
-
Abstract
- Social media is utilized to cultivate relationships with stakeholders in nation branding. This study investigates stakeholder engagement on social media in China’s nation branding by looking into the interaction between pro-government stakeholders and citizens. It analyzes the networked narratives surrounding the recent soccer mega-events from the aspects of public communication, public consultation and public participation. The findings highlight the limited citizen engagement attributed to asymmetric power relationships in the communication practice of nation branding. Theoretically, the conceptual development of the authentic stakeholder engagement framework in nation branding advances the conventional goals of nation branding towards inspiring social development and contributes to the emergent field of stakeholder engagement on social media by incorporating the PR-driven relationship building paradigm and the principles of engagement. Practically, the mixed-method design combining social network analysis with content analysis allows for uncovering the underlying relationships between stakeholders constructed by networked narratives in a retweet network, and the outcomes of this study provide an insight into how the brand meaning of a nation is negotiated via stakeholder engagement in the digital space. Due to the surging quest by countries in East Asia for utilizing soccer to achieve political aims, this China-focused study has both domestic and regional significance.
- Subjects :
- Marketing
Organizational Behavior and Human Resource Management
business.industry
Communication
media_common.quotation_subject
05 social sciences
Social change
Stakeholder engagement
050801 communication & media studies
Public relations
0508 media and communications
Content analysis
Public participation
0502 economics and business
Nation branding
Social media
Sociology
business
Empowerment
Social network analysis
ComputingMilieux_MISCELLANEOUS
050203 business & management
media_common
Subjects
Details
- ISSN :
- 03638111
- Volume :
- 47
- Database :
- OpenAIRE
- Journal :
- Public Relations Review
- Accession number :
- edsair.doi...........06489033ba93a53de1a1b6df47b9b22a