Abstract

Nation branding has played a pivotal role in how Saudi Arabia represents itself in the global community. This thesis analyzed Saudi Arabia’s government approach towards the implementation of a nation branding strategy using social media as a vehicle to engage with the rest of the world. The study addresses questions of how Saudi Arabia communicates through nation branding as part of its core identity and how different values are presented in the Saudi Arabia Vision 2030 on Twitter. Qualitative content analysis was used to analayze the tweets and tweet contents regarding the Vision 2030 national branding in Saudi Arabia. Data was collected from the @saudidivision2030 Twitter handle using NodeXLPro. The findings of the study revealed Saudi Arabia's investment in Twitter,as a way to enhance the country's brand image and improve the outside world's view of the country. Twitter presents a reliable solution for promoting the social, political, economic, and overall progress of Saudi Arabia. It creates excellent opportunities in building the nation brand of the Kingdom of Saudi Arabia (KSA).

Library of Congress Subject Headings

Place marketing--Saudi Arabia; Branding (Marketing); Saudi Arabia--Foreign relations; Twitter; Social media--Economic aspects

Publication Date

9-11-2020

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)

Advisor

Nickesia Gordon

Advisor/Committee Member

Mike Johansson

Advisor/Committee Member

Ammina Kothari

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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