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, , , have an influence on the Embassy-Public Relationship, and has the highest influence, followed by , . In the case of Informational Communication, it is found that all three sub-dimensions affect embassy-public relationship. Among them, is the most influential, followed by