THE IMPACT OF SOCIAL MEDIA ON THE EFFICIENCY OF E-GOVERNANCE: REVIEW OF EXISTING RESEARCH AND FUTURE PERSPECTIVES

Abstract

The author investigates the role of social media in strengthening the efficiency of e-governance, focusing on a review of existing research. By analyzing various studies, it was determined that social media contribute to increasing transparency, citizen participation, and the efficiency of management processes during and beyond the pandemic. Social media have allowed governments to connect with citizens promptly, providing vital information and support. It was also found that dialogical strategies in social media, which involve the public in interaction, have a significant impact on the level of civic participation. Reviewed studies highlight the need to adapt government communication strategies to the peculiarities of social media to optimize interaction with citizens and enhance the efficiency of e-governance. The article also examines various methodological approaches and theoretical frameworks used in reviewed research to study the impact of social media on e-governance. Researchers emphasize the importance of dialogical orientation in communication between the government and citizens through social media. Such an approach enhances citizen engagement and the effectiveness of governmental messages. The research shows that marketing in social media can effectively increase positive perceptions of government initiatives and enhance citizen satisfaction with provided services. The importance of analyzing the linguistic style and content of government messages in social media, which can affect citizen engagement and their interaction with government pages, was considered. The implications of the reviewed studies for the development of policies in the field of e-governance show that governments must consider the potential of social media as a tool for enhancing transparency, citizen participation, and management efficiency, especially in the context of rapid digital technology development and changes in societal communication habits. The conclusions of the reviewed research provide valuable insights for developing effective e-governance strategies that utilize the potential of social media to increase civic participation and ensure high-quality public services.