Abstract
This research paper investigates the impact of Social Media Interactivity on Crisis Management during the COVID-19 pandemic in Egypt. This descriptive study focuses on both the Egyptian government officials responsible for managing public communication on social media during the COVID-19 pandemic and Egyptian citizens who actively use social media. Through the analysis of collected data from a total of 400 survey forms, a weak positive correlation (correlation coefficient of 0.130**) is observed between Interactivity and COVID-19 Crisis Management. Although the correlation is weak, it remains statistically significant, as the Social Media Interactivity increases, Crisis Management efforts also improve. This research contributes to the existing knowledge on the role of Social Media Interactivity in Crisis Management during public health emergencies. It provides insights for policymakers and practitioners seeking to utilize Social Media platforms effectively in enhancing response efforts and improving Crisis Management outcomes.
Keywords: Social Media Interactivity, Crisis Management and COVID-19 pandemic.