The purpose of this study is to investigate the effect of diplomatic performance on social media, by paying attention to the fact that many diplomatic agencies actively communicate with their target audiences through social media. The present study fo... The purpose of this study is to investigate the effect of diplomatic performance on social media, by paying attention to the fact that many diplomatic agencies actively communicate with their target audiences through social media. The present study focuses on embassy, among the various institutions which engage in diplomatic activity in order to build not only positive relationship with the public but also a positive image of their own countries. In addition, as many foreign embassies in Korea use Facebook to communicate with their target audiences, this study concentrate on verifying the relationship between the characteristics of communication on Facebook, Embassy-Public Relationship, Embassy Image and Country Image. Moreover, this study investigate both the mediating effect of Embassy Image between Embassy-Organization Relationship and Country Image and the moderating effect of Social Presence between the characteristics of social media communication and Embassy-Public Relationship. Finally, this study confirms whether there is a difference between the degree of expression of the communication characteristics on Facebook and the actual perception of the communication through contents analysis. To conduct this study, the four embassies (U.S., U.K., Australia, Germany) had been selected among many foreign embassies in Korea which use their mother tongue and Korean. This study had been surveyed for Korean more than two weeks who subscribe to those embassies’ Facebook page. As a result, a total of 211 subscribers (U.S.: 90, U.K.: 47, Australia: 30, Germany: 44) participated in the questionnaire. In the case of content analysis, a coding framework was created by combining both the existing content analysis framework used in the previous research and the additional items created by the researcher, and two coders analyzed it. The results indicates that Dialogic and Informational Communication affects the Embassy-Public Relationship. Particularly, in the case of Dialogic communication, <Dialogic Loop>, <Usefulness of Information>, <Generation of return visits> have an influence on the Embassy-Public Relationship, and <Dialogic Loop> has the highest influence, followed by <Usefulness of Information>, <Generation of return visits>. In the case of Informational Communication, it is found that all three sub-dimensions affect embassy-public relationship. Among them, <Content Dimension> is the most influential, followed by <Time Dimension> and <Form Dimension>. It means, in order to form a friendly relationship with the target public through social media, it is necessary to promptly provide appropriate answers to their questions, consider their interest, form a dialogue with target public, offer events or interesting content for encouraging repeat visits, provide useful information which public want to get on the embassies Facebook page. In addition, embassies should consider providing not only wide range of information which is needed by public, but also the time and form in which information is provided. Also, Social Presence have the moderating effects between Dialogic and Informational Communication and Embassy-Public Relationship. In other words, Social Presence increase the effect of Dialogic and Informational communication on Embassy-Public Relationship. Third, it is confirmed that Embassy-Public Relationship affects Embassy Image. Especially, <trust>, <Faithfulness>, <Community involvement> dimensions affect the image. It means, when public have high trust and loyalty to the embassy and when the embassy’s efforts and interest in the host nation are recognized by publics, Embassy Image is recognized positively. Fourth, Embassy Image have an influence on Country Image and the partial mediation effect of Embassy Image is examined in relation to the relationship between the public and the embassies’ native countries. In other words, the friendly relationship with the embassy can affect the image of the embassies’ homeland. Fifth, In the case of dialogue communication, since there is no significant difference in the actual communication implementation of the four embassies on Facebook (US>Australia> Germany>UK) and public perception of its communication (Australia>USA>UK>Germany). In the case of informational communication, however, since there is opposite result (Communication Recognition: U.K.>Australia>U.S.>Germany, Content analysis: Germany> U.S.>Australia>U.K.), the U.S. and German embassies informative communication were not effectively perceived by the public. Lastly, there is no difference in the average of Dialogic communication between the embassies, but there was a significant difference in the average of Informative Communication by the embassies. It is found that Informative communication of the British Embassy was higher than the German Embassy. In addition, there is a difference between the Embassy-Public Relationship and the relationship of the British Embassy was highly evaluated than the U.S. Embassy. In other words, the perception of the British Embassy’s Informative Communication and Embassy-Public Relationship is higher than the others. ，韩语论文，韩语毕业论文 |
