Articulating influence : Toward a research agenda for interpreting the evaluation of soft power, public diplomacy and nation brands
While the terms soft power, public diplomacy (PD) and nation brands have cemented their place in academic discourse during the early 21st century, the evaluation of these activities has not been given anywhere near the same level of attention. When describing how campaigns are evaluated, scholars tend to make assumptions based on the goals or outputs of an initiative rather than on the basis of re
