Digital Cultural Diplomacy in Practice: A Netnographic Study of Moroccan Social Media Influencers (SMIs) at AFCON 2023

This study examines the untapped potential of Social Media Influencers (SMIs) as actors in cultural diplomacy. Building on debates in cultural and digital diplomacy, this study argues that influencer activity constitutes a form of non-state, people-driven diplomacy that can reshape cross-cultural perceptions and public relations. This article focuses on a case study that emerged during the 2023 Africa Cup of Nations (AFCON 2023), when two Moroccan SMIs in the Ivory Coast drew the attention of government ministers and public stakeholders. Using a qualitative approach, this study analyzed a purposive sample of Facebook posts by influencers and the public interactions they generated by applying content and thematic analysis to identify patterns of cultural promotion, stereotype contestation, and audience engagement. The findings showed that the influencers’ posts actively promoted local cultural practices, reframed negative narratives about Morocco and Moroccans, and mobilized large audiences to engage in dialogic exchange. These dynamics, in turn, attracted formal political notice and contributed to soft power effects. The article concludes that SMIs operate as effective informal cultural diplomats and recommends that cultural diplomacy strategies formally recognize and engage SMIs through partnerships, capacity-building, ethical guidelines, and monitoring frameworks.