Abstract
Purpose: This paper investigates the efficacy of aid in support from recipient country citizens assuming that aid capable of winning their favor benefits donor countries. Originality: The public diplomacy impact of aid serves as a crucial intermediary step for donor countries in achieving anticipated political and economic outcomes. Despite this, prior research has neglected to explore how aid influences the perceptions of citizens in recipient countries. This study addresses this gap by examining the public diplomacy effects of aid through specific cases, contributing to academic diversity and offering policy insights. Methodology: A literature review analyzed previous research, while a survey assessed specific cases. The survey targeted 100 users of the Korea EDCF Vietnam Vam Cong Bridge and local residents, employing descriptive statistical and regression analyses. Result: Eighty percent of respondents displayed varying levels of awareness regarding Korea's contribution to the Vam cong Bridge construction, attributing it to significantly increasing awareness, likability, and interest in Korea. Regression analysis confirmed a positive correlation between recognition of Korea's contribution and changes in awareness, likability, and interest. Additionally, respondents who highly appreciated the bridge's economic benefits displayed greater likability, and interest in Korea. Conclusion and Implication: The Vam cong Bridge's construction demonstrated a relatively high public diplomacy effect. To enhance future aid initiatives, proactive dissemination of Korea's contributions is crucial. Moreover, providing effective economic benefits fosters goodwill and interest in Korea among recipient country residents. Therefore, winning the hearts of recipient country citizens through aid necessitates both transparent communication of donor contributions and the delivery of substantial economic benefits.
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