Abstract
Purpose In this volatile and increasingly fast-revolving world, it has become crucially important to monitor, measure and manage nation image and its dynamic changes in real time. However, few studies have been conducted on a model to measure the image and/or its changes. The purpose of this paper is to find an economically affordable methodology to measure nation image and its changes online in real time. Design/methodology/approach The study took an approach to build dynamic ontology that may reflect to change nation image in real-time. With it, the authors attempted to measure nation image in real time. Findings Among many social media, the authors found that Wikipedia is particularly suitable for the purpose of measuring nation image. An ontology of nation image was built from the keywords collected from the pages directly related to the big three exporting countries in East Asia, i.e. Korea, Japan and China. The click views on the pages of the countries in two different language editions of Wikipedia, Vietnamese and Indonesian were counted. Originality/value The study confirms the objective: the data from a social media service, Wikipedia, may work very well as an economically affordable real-time supplement to offline nation image indices that are currently used.
Highlights
As many countries compete fiercely in trying to draw investments and travelers from foreign countries and to entice customers in overseas to export more products and goods than before, governments and their commissioned entities attempt to manage their nation brand image to maintain the competitiveness over competing nations and countries (Kotler and Gertner, 2002)
A new methodology using big data, in response to such needs, of measuring nation image online in real time is desperately sought: it must produce reports analyzing people across the world anytime needed; it must be less costly than its traditional counterpart, and, lastly but not the least, it must be applicable to different domains
The researchers believe that the image driven from Wikipedia can be used as an online real-time supplement to offline expensive traditional models measuring nation image
Summary
As many countries compete fiercely in trying to draw investments and travelers from foreign countries and to entice customers in overseas to export more products and goods than before, governments and their commissioned entities attempt to manage their nation brand image to maintain the competitiveness over competing nations and countries (Kotler and Gertner, 2002). Several previous studies on the country-of-origin effect ( known as COE) showed that consumers often judge a product’s quality, its value and its perceivedrisks by nation image and COE A new methodology using big data, in response to such needs, of measuring nation image online in real time is desperately sought: it must produce reports analyzing people across the world anytime needed; it must be less costly than its traditional counterpart, and, lastly but not the least, it must be applicable to different domains. The researchers made an attempt to measure image from the data that can be obtained in social media and compare them to image collected by traditional offline surveys. The researchers believe that the image driven from Wikipedia can be used as an online real-time supplement to offline expensive traditional models measuring nation image
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