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    Social media engagement of stakeholders: A decision tree approach in container shipping

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    Surucu-Balci_Computers_in_Industry.pdf (314.8Kb)
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    Publication date
    2020-02
    Author
    Surucu-Balci, Ebru
    Balci, G.
    Yuen, K.F.
    Keyword
    CHAID
    Decision tree
    Shipping
    Social media
    Stakeholder engagement
    Twitter
    Rights
    © 2019 Elsevier B.V. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Social media provides a significant avenue for stakeholder engagement which is crucial to ensure loyalty and satisfaction of stakeholders who possess valuable resources that can influence the business outcomes. Container lines – imperative members of global supply chains and facilitators of international trade – utilize social media to engage their stakeholders due to environmental and commercial complexity of their business. However, not all social media posts generate the same amount of stakeholder engagement. This study aims to identify and examine the social media post characteristics that lead to higher stakeholder engagement in the container shipping market. The study applies Chi-Squared Automatic Interaction Detection method to categorize social media posts based on their engagement levels. The analysis is conducted on the tweets of four global container lines which are posted between 1 September 2018 and 31 January 2019. The results demonstrate that social media posts of container lines have varying effects on engagement level. We found that fluency of tweets, tangibility of company resources in the tweet, vividness level, content type, existence of a link, and existence of a call-to-action significantly influence the container lines’ stakeholder engagement rate. This study is the first that finds out social media post classes based on the interaction between their characteristics and engagement rates by employing a decision tree methodology. The results are expected to help container lines in their social media management and stakeholder engagement policies.
    URI
    http://hdl.handle.net/10454/17509
    Version
    Accepted manuscript
    Citation
    Surucu-Balci E, Balci G and Yuen KF (2020) Social media engagement of stakeholders: A decision tree approach in container shipping. Computers in Industry. 115: 103152.
    Link to publisher’s version
    https://doi.org/10.1016/j.compind.2019.103152
    Type
    Article
    Collections
    Management and Law Publications

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