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All Journal Jurnal Ilmiah Manajemen dan Bisnis Review of Management, Accounting, and Business Studies
Rashid, Sara
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Building a Nation Branding Image through Social Media Strategy: What does Gen Z say? Pranajaya, Ade; Rashid, Sara
Jurnal Ilmiah Manajemen & Bisnis Vol 10 No 2 (2025)
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/jimb.v10i2.7447

Abstract

This study explores how digital diplomacy, particularly through digital content and social media campaigns, impacts Indonesia’s nation brand image in Pakistan, with cultural curiosity among Pakistani Gen Z acting as a mediating factor. Using a quantitative research approach, data were gathered from 545 respondents selected via purposive sampling and analyzed with Structural Equation Modelling. The results show that digital content and social media campaigns do not directly improve Indonesia’s nation brand image. Instead, both significantly increase cultural curiosity among Gen Z audiences. An important insight is that cultural curiosity effectively mediates the relationship between social media campaigns and the nation's brand image, while digital content has no significant effect. This indicates that successful digital nation branding relies on culturally engaging social media campaigns that foster familiarity and meaningful cognitive connections. Theoretically, the study advances the literature on nation branding and digital diplomacy by identifying cultural curiosity as a key psychological mechanism linking diplomatic stimuli to brand outcomes, supporting the Stimulus–Organism–Response (S–O–R) framework and consumer multiculturation theory. Future research should incorporate mixed and experimental methods, expand to broader contexts, and use applied behavioral and participatory data to capture genuine digital diplomacy engagement better. Overall, the study highlights the strategic importance of digital diplomacy in sparking curiosity and shaping positive international perceptions among younger audiences.
Gastro-tourism marketing’s impact on Indonesia’s nation brand image among Pakistani Gen Z Pranajaya, Ade; Rashid, Sara
Review of Management, Accounting, and Business Studies Vol. 7 No. 1 (2026): Accepted Issue
Publisher : Universitas Pendidikan Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38043/revenue.v7i1.7446

Abstract

The study examines how Gastronomy and Tourism Diplomacy, as a global marketing strategy, influences Indonesia's nation brand in Pakistan, with Pakistani Gen Z’s cross-cultural understanding (CCU) acting as a mediator. Using a quantitative approach, 545 responses were collected through purposive sampling to target respondents aligned with the research objectives, and Structural Equation Modeling (SEM) was applied for analysis. The findings reveal that gastronomy and tourism diplomacy strategies do not directly enhance Indonesia’s nation brand image among Pakistani Gen Z; instead, their influence operates indirectly through CCU, which significantly strengthens brand perceptions. These results suggest that effective nation branding depends on culturally immersive initiatives that foster familiarity and deeper cognitive engagement. Practically, this implies that policymakers and tourism marketers should prioritize programs such as cultural exchange campaigns, localized culinary promotions, and interactive digital storytelling to enhance cross-cultural understanding among target audiences. By embedding cultural meaning into promotional strategies, governments and tourism stakeholders can improve the effectiveness of diplomacy efforts and build more favorable international perceptions. This research underscores the importance of cultural engagement in shaping nation brand evaluations, demonstrating that diplomacy-driven marketing is more impactful when it actively cultivates cross-cultural understanding among younger generations.
Co-Authors Pranajaya, Ade