The aim of this study is to explore the Study in Sweden Facebook page, particularly about the use of nation branding identity and its representation on the social media channel during the period for application promotion for Swedish higher education institutions for Autumn semester 2018. Facebook page has been used as a centre for international marketing activities. With the purpose of promoting brand identity and the brand products, Facebook page has a significance as an online brand platform. Despite the importance of nation branding on online channel, few studies focusing on online channels for nation branding were conducted. Study in Sweden. The Study in Sweden Facebook page is used to promote Swedish higher education and Sweden, which also aims to imprint a positive image of Swedish education and Sweden as a country. Applying nation branding theoretical approach with qualitative content analysis, how nation branding identity is represented on the Study in Sweden Facebook page was investigated. In accordance with cultural approaches to nation branding, nation branding identity was labelled as binders of the imagined community further values of the nation. The study brought a focus on the relations between national identity and Swedishness concerning the core values of the nation. Facebook was investigated as communicator of the nation branding for representing the core values of Sweden.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-355425 |
| Date | January 2018 |
| Creators | Jeong, Heena |
| Publisher | Uppsala universitet, Institutionen för informatik och media |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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