Noora Al Siyabi

Profile

As a PhD candidate at the University of Leeds, School of Design, my research sits at the intersection of communication design, digital media, and national branding. My thesis focuses on the evolving role of social media influencers in the co-creation of national brand identity in Oman—an emerging topic of significance in both academic discourse and policy-making circles within the Gulf region.

The digital age has revolutionized how nations present themselves globally, shifting from top-down, state-centric models of branding to more participatory frameworks involving a diverse range of actors. In Oman, a nation actively working to diversify its economy and project a modern image under Vision 2040, social media influencers have emerged as key players in narrating and shaping the country’s brand identity. Through platforms such as Instagram, YouTube, and TikTok, these influencers engage in cultural storytelling, promote local traditions, and align with state initiatives—often blurring the boundaries between personal branding and national representation.

This research seeks to critically analyze how influencers contribute to this co-creative process and how their practices reflect and reshape public perceptions of Oman’s identity both domestically and internationally. Employing a qualitative multi-methods approach—including content analysis, and interviews—my work aims to fill a gap in current literature on digital cultural production in the Middle East and offer insights into the role of influencers in national branding strategies.

Ultimately, the goal is to provide a nuanced understanding of how digital influencers can serve as informal ambassadors and cultural intermediaries, contributing to a more dynamic and participatory form of nation branding that is responsive to local values while engaging with global audiences.

Research interests

Nation Branding, social media, stakeholders relations, influencers, strategic communication, and brand co-creation.