Nation branding through diaspora marketing on social media analysing Ghana’s beyond the return initiative

Abstract

This study investigates how diaspora-focused marketing strategies and narratives shape Africa’s nation branding efforts, with particular emphasis on social media content and initiatives such as Ghana’s Beyond the Return. It explores the types and formats of content promoted, the strategic narratives guiding diaspora marketing, and audience perspectives of the nation brand. Employing a qualitative case study design, the research draws on online observation of Beyond the Return’s Instagram posts, key expert interviews, qualitative survey responses, and secondary document analysis. Guided by the social media communication mix, Anholt’s Nation Brand Hexagon, and diaspora engagement ideas, the study proposes a conceptual framework linking diaspora marketing to nation branding. Findings indicate that although the initiative has increased visibility, cultural pride, and diasporic curiosity, its overall impact is limited by event-oriented planning. Six dominant diaspora marketing strategies emerged: reinforcement of cultural heritage and identity, promotion of diaspora investment and philanthropy, use of celebrity and influencer endorsement, government and institutional support, symbolic merchandising, and experiential events. These strategies blend heritage with global aesthetics to construct a functional and emotionally resonant Ghana nation brand narrative. The study concludes that African stakeholders must move beyond symbolic, seasonal diaspora marketing towards long-term, inclusive frameworks that encourage cultural immersion, structural reform, and diaspora coownership. Such an approach would position the diaspora as active partners in cultural preservation, socio-economic development, and global African solidarity. This research contributes to discussions on how nations can reimagine identity, belonging, and branding in transnational contexts and recommends adopting a co-creative diaspora marketing framework that promotes year-round engagement, institutional collaboration, and inclusive nation brand narratives.