title: Nation brand communications go digital: Can it help to gain nation branding goals?
metadata.name: dc.contributor.author
metadata.value: Kusraeva, Olga A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-08-08T18:52:21Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-08-08T18:52:21Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kusraeva O. A. 2023. Nation brand communications go digital: Can it help to gain nation branding goals? Vestnik of Saint Petersburg University. Management 22 (2): 249–266. https://doi.org/10.21638/11701/spbu08.2023.205
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2023.205
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/43632
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Globalisation and digitalisation blur the borders between countries and they lose their uniqueness. Relations between countries are becoming close; however, national priorities and ideas of each country are becoming less clear. Nation branding helps to bridge the gap between how a state positions itself and how it is actually perceived. Digital communication tools provide benefits for the realisation of a nation brand. The development of digitalisation as one of the priorities for a country as well as the growth of the number of “digital” audiences necessitate the use of digital communication tools in the implementation of nation branding. Although the use of digital communication tools is common in the commercial and non-commercial sectors, there is a lack of research establishing the relationship between the goals of nation branding and the relevant digital communication tools to achieve these goals. This article analyses the possibilities of digital communication tools in reaching the goals of nation branding. The concepts of a nation brand and nation branding are defined, and the main functions of nation branding are highlighted. There were selected five digital communication tools that are of the greatest interest for the implementation of nation branding; their advantages were identified. Digital communication tools are aligned with the goals of nation branding. The capabilities of digital communication tools to achieve the goals of nation branding are determined. Keywords: nation brand, nation branding, digital communications, communication tools, nation branding goals, digitalisation.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 22; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: nation brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: nation branding
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: digital communications
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: communication tools
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: nation branding goals
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: digitalisation
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Nation brand communications go digital: Can it help to gain nation branding goals?
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 943.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/43632/1/943.pdf
resources.format: Adobe PDF
resources.size: 302,42 kB