Nation branding on social media: towards a multi-stakeholder engagement framework using the case of China

Informed by the relationship building paradigm, the advent of social media is transforming the ways in which a nation brand is expressed. However, although a multi-stakeholder perspective has enjoyed an increased attention recently, the focus of existing studies has been on the stakeholder group of government/government agents, which does not resonate with the multi-stakeholder ecosystem on social media. In consideration of this research dilemma, this study investigates how the meanings of nation branding are constructed by a variety of stakeholders on social media. The research employs China as a case study, looking at how the nation brand meanings are expressed on the home-grown Chinese social media giant, Sina Weibo, during two World Cup soccer events, the 2018 FIFA Men’s World Cup and the 2019 FIFA Women’s World Cup. The methodological framework implements a mixed methods approach that features social network analysis, content analysis, and surveys. The findings reveal four characteristics of Chinese soccer nation branding on social media: diverse stakeholder types, a sparse network structure, a negotiated nation brand meaning, and a low level of ordinary user engagement. In addition, the meanings of the China brand manifest with a high degree of alignment between that assigned by the dominant stakeholders (e.g., corporations, NGOs, celebrities, and social media influencers) and the one advocated by the Chinese government, a result which could be limited by China’s political system and its Internet censorship structure. Based upon the empirical findings, this study proposes a multi-stakeholder engagement framework that incorporates the concepts of stakeholders, engagement, and co-creation of brand meanings in nation branding. In addition, the mixed methods research design offers a methodological approach to investigating how stakeholders play different roles in nation branding on social media. Through revealing the preferences, motivations, and engagement patterns of ordinary users in nation branding, this study provides a reference for nurturing practical digital strategies that can utilise the strengths of user engagement in the construction of an inclusive nation brand. As such, these research outcomes have the potential to inform nation branding research and practice in different geo-political and cultural contexts.