Egypt witnessed considerable growth in its internet penetration and social media users in the past two decades. Egyptian citizens, businesses and all types of organizations are going digital and increasingly depending on online activities. Statistics indicated that there are over 80.75 million Egyptian internet users in 2023, with internet penetration rate of 72.2%. The social media users reached 46.25 million users in the first quarter of 2023 (Kemp, 2023). Social media, as the user-generated content platforms, are intrusive powerful tools of public diplomacy that reflect the public's attitudes towards their surrounding environment and allows the public to build their own agenda away from the traditional media. The power of social media in Egypt was manifested on all levels; namely political, economic, social, educational, and commercial levels. Increased business organizations in Egypt have been intensifying their digital marketing activities on social media to engage with their consumers and enhance the brands' image and reputation (Ibraheem & Abdelsalam, 2021).