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2015•Developments in marketing science: proceedings of the Academy of Marketing ScienceRequires access

Promoting Nation’s Soft Power: How U.S. and Korea Use Public Diplomacy in Nation Branding in Social Media

Jiyoon Karen Han, Young-A Song, So-Young Lee, Sujin Kim, Arnold Chung

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Key concepts: Soft power, Public diplomacy, Nation branding, Diplomacy, Political science, Power (physics), Social media, Media studies

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