Digital Information Dissemination and User Engagement on Social Media: Evidence from Saudi–India Digital Diplomacy

Abstract

This study investigates how digital information is disseminated and how users engage with social media communication within the context of Saudi–India digital diplomacy. Attention is given to whether digital information communication, user information engagement, information transparency and source credibility, and strategic digital information dissemination are associated with information reach, access, reception and engagement. A quantitative cross-sectional approach was adopted, with primary data obtained through a structured questionnaire administered to social media users who had encountered diplomatic information concerning Saudi Arabia and India. Following data screening, 192 valid responses were included in the analysis. Structural equation modelling was applied to evaluate a newly developed measurement scale and examine the proposed relationships. The findings demonstrate positive and statistically significant associations between all four examined dimensions—digital information communication, user information engagement, information transparency and source credibility, and strategic digital information dissemination—and information reach, access, reception and engagement. These results underscore the role of credibility, transparency, interactivity, and strategically managed information dissemination in strengthening contemporary digital diplomatic communication. The study further extends the digital diplomacy literature by bringing communicationrelated and audience-centred dimensions together within an integrated analytical framework.