Digital diplomacy in GCC countries: strategic communication of Western embassies on Twitter

摘要: Abstract Drawing upon online communication research, this study identifies six effective strategies for social media-based diplomacy on Twitter: interactive, personalized, positive, relevant, and transparent among a broad network of stakeholders. By using an extensive mix-method design (i.e., combining manual content automated analyses, N  = 4438 tweets), research examines to what extent these are adopted Twitter by Western embassies active in countries from the Gulf Cooperation Council. We found that not utilizing media its full potential. Although transparent, use positive sentiment their post relevant information stakeholders, they hardly engage direct interactive personal communication, only reach out limited group recommend put more emphasis two-way with vast variety