The Relationship between Electronic Impression Management Strategies and Followers' Engagement: An Applied Study on the Facebook Pages of Three Egyptian Ministries"

This study aimed to explore the types of electronic impression management strategies adopted by various Egyptian ministries to foster a positive public image through the content shared on their official Facebook pages, and to examine the relationship between these strategies and audience engagement. The research focused on three Egyptian ministries: the Ministry of Health and Population, the Ministry of Social Solidarity, and the Ministry of Supply and Internal Trade, analyzing a total of 541 posts published during March 2025. The Ministry of Health and Population produced the highest number of posts, followed by the Ministry of Social Solidarity, and lastly the Ministry of Supply and Internal Trade, which used videos, infographics, and was the only one to utilize illustrations. Audience engagement totaled 113,715 interactions, including likes, comments, shares, and dislikes, respectively. The Ministry of Social Solidarity received the most positive comments, while the Ministry of Supply attracted the most negative ones. Ingratiation was the most frequently employed strategy, followed by self-promotion, then exemplification, intimidation, and supplication. The Ministry of Health led in applying impression management strategies, especially ingratiation. The Ministry of Supply led in self-promotion and intimidation, while the Ministry of Social Solidarity exclusively used supplication and most frequently used exemplification. Correlations were found among several strategies, both positive and negative.