Title: Digital channels and technologies for commercial diplomacy: conceptualisation and future research propositions

Authors: Efe Sevin; Keith Dinnie

Addresses: Department of Public Relations and Information, Kadir Has University, Istanbul, Turkey ' Department of Marketing, Branding and Tourism, Middlesex University Business School, The Burroughs, Hendon, London NW4 4BT, UK

Abstract: In this article, we provide a conceptual framework for the practice and study of commercial diplomacy in the light of two developments in the field of diplomacy. The first development in the field is related to the relative popularity of two new terms in diplomatic practice: public diplomacy and nation branding. The second development is the role of information and communication technologies (ICTs). Our main objective is to clear the conceptual ambiguity by demonstrating the role of commercial diplomacy in the larger framework of diplomatic practices and the interdependence of commercial diplomacy, nation branding, and public diplomacy specifically in the age of digital communications. With our model, we hope to bridge the gaps between different practices, concepts, and fields of studies.

Keywords: commercial diplomacy; public diplomacy; nation branding; digital communications; social media; internet; digital channels; digital technologies; ICT.

DOI: 10.1504/IJDIPE.2015.073932

International Journal of Diplomacy and Economy, 2015 Vol.2 No.4, pp.266 - 277

Published online: 30 Dec 2015 *

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