미디어를 통한 무형적 한류 경험이 국가브랜드 이미지에 미치는 영향 연구

Abstract

Recently, awareness of nation brands has spread and activities to promote Korea in various fields are being actively carried out by utilizing various contents. Therefore, we want to learn about the status of the Korean Wave and the impact of media content experience on Korea's nation brand image. The study was conducted on 75 students living in Korea, who studied a total of 12 countries by continent, including Asia, Europe, America, Australia and Africa. The survey method was conducted through an online survey, and the data collection period was from February 7 to March 5, 2019. First, the study found that students living in Korea are actively exposed to and utilizing intangible Korean Wave as well as tangible Korean Wave. Second, a positive image of Korea is also affecting image favoritism in each field. In particular, the popularity of BTS has shown that K-pop has contributed greatly to the formation of a nation brand in recent years. Third, the assessment by various fields showed that foreign students gave a more positive assessment of the 'future of Korea' than Koreans. In conclusion, the evaluation of the impact of Korean Wave content experience on the nation brand image shows that the more frequent the experience, the more positive the assessment is. This suggests that the first task for Korea to manage the image of the nation in order to improve its national brand is to actively promote various contents by developing and utilizing various contents.