The Role of Social Media for Nation Branding in Ethiopia: A Grounded Theory Study
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Date
2024-10
Authors
Mihiret Worede
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Publisher
Addis Ababa University
Abstract
This study explores the role of social media in Ethiopia's nation branding, employing a grounded theory approach to analyze how platforms and influencers impact the country‟s global image. In today‟s interconnected world, social media has transformed global identity formation by allowing direct engagement with diverse international audiences. Despite Ethiopia‟s rich history and cultural diversity, misconceptions persist, such as perceptions of the country as famine-stricken, underdeveloped, and culturally homogenous. Ethiopian branding government bodies, influencers and content creators play a crucial role in countering these stereotypes by highlighting Ethiopia‟s modern infrastructure, economic reforms, and cultural vibrancy. However, challenges like political conflicts, misinformation, limited digital literacy, and fragmented messaging hinder cohesive branding efforts. This research emphasizes that for social media to reach its full potential in Ethiopia‟s nation branding, a coordinated approach involving policymakers, brand managers, and digital stakeholders is essential for fostering a consistent, interactive global engagement strategy.