Title: Examining the role of social networking sites representation in optimising digital transformation: challenges from the Egyptian context

Authors: Mona Arslan; Darren Mundy

Addresses: The Arab Academy for Science and Technology and Maritime Transport (AASTMT), P.O. Box 1029, Alexandria, Egypt ' The University of Hull, Cottingham Rd., Hull HU6 7RX, UK

Abstract: Governments across the globe are witnessing a continuous process of digital transformation. However, little evidence of the management process is provided from Eastern contexts as contrasted with Western ones. This paper argues a significant contribution to marketing theory in the process of digital transformation. Specifically, social networking sites (SNS) which assist organisations in promoting the policy of transformation and are an essential element of the process. This research uses theories like political marketing and public policy marketing to investigate the extent of SNS optimisation in creating value and long-term relationships, which are essential elements of strategic marketing orientation. Since Eastern contexts are far less researched, this research takes the presence of the Egyptian Government on SNS as its foci. The research includes a netnographic approach towards addressing the research goals. Findings indicated a role for the maturity of strategy, top management support and the application of strategic marketing strategy in the process.

Keywords: marketing; digital transformation; social networking sites; SNS; e-government; public sector marketing.

DOI: 10.1504/EG.2025.148254

Electronic Government, an International Journal, 2025 Vol.21 No.5, pp.481 - 504

Received: 12 Apr 2023
Accepted: 11 Apr 2024
Published online: 01 Sep 2025 *

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