Regional Formation and Development Studies

Although employee engagement has dominated management practice for several decades, the scientific discussion still encounters

Internet users using digital diplomacy techniques can generate state soft power on social networks through the promotion of traditional power resources – culture, values and behaviour. In this way, the digital dissemination of information by states becomes an instrument of their power policy. This article analyses the concept of digital diplomacy, the transformation of its characteristics and activities in the digital space. The text examines the interaction between digital diplomacy and soft power, also focuses on the European Union’s digital diplomacy, which has become an important part of the EU’s foreign policy. Due to the novelty of the topic and the lack of research in the public discourse, the article is relevant to research in order to find out what digital diplomacy methods the EU institutions, diplomats, individual Internet users are and how it forms the European information geopolitics.