Audience Reception of User-Generated Nation Branding (Anonymised Interview Transcripts from the Case Study of 'Abroad in Japan')

These anonymised interview transcripts are part of a doctoral project entitled 'User-Generated Nation Branding and Its Audiences', which examines social media users and their construction and communication of national images in digital spaces, and how these national images are further perceived, interpreted, and engaged with by audiences.The transcripts feature 17 semi-structured interviews with followers of the 'Abroad in Japan' social media accounts, which are run by the British influencer Chris Broad - a British man living in Japan and sharing his everyday life and experience in the country to his audiences. The interviews were conducted by Yunyi Liao through online meetings on Microsoft Teams. Each interview lasted for between half an hour and one hour, and took place between April and November 2022.© the authors