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dc.contributor.authorSurucu Balci, Ebru
dc.contributor.authorBalci, G.
dc.contributor.authorYuen, K.F.
dc.date.accessioned2019-11-11T10:40:51Z
dc.date.accessioned2019-11-26T15:12:53Z
dc.date.available2019-11-11T10:40:51Z
dc.date.available2019-11-26T15:12:53Z
dc.date.issued2020-02
dc.identifier.citationSurucu 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17509
dc.descriptionYesen_US
dc.description.abstractSocial 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.compind.2019.103152en_US
dc.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.en_US
dc.subjectCHAIDen_US
dc.subjectDecision treeen_US
dc.subjectShippingen_US
dc.subjectSocial mediaen_US
dc.subjectStakeholder engagementen_US
dc.subjectTwitteren_US
dc.titleSocial media engagement of stakeholders: A decision tree approach in container shippingen_US
dc.status.refereedYesen_US
dc.date.Accepted2019-10-29
dc.date.application2019-11-22
dc.typeArticleen_US
dc.date.EndofEmbargo2021-11-23
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 23 Nov 2021.en_US
dc.date.updated2019-11-11T10:40:54Z
refterms.dateFOA2019-11-26T15:13:18Z


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