• Building social capital in cruise travel via social network sites

      Surucu-Balci, Ebru; Balci, Gokcay (2022)
      The purpose of this study is to investigate what type of Facebook posts help cruise lines build bridging and bonding social capital. The study applies the Chi-Square Automatic Interaction Detection (CHAID) method to identify which types of posts establish bridging and bonding social capital. The analysis is conducted on an international cruise line’s official Facebook posts posted between 1 January 2018 and 1 January 2020 before the Covid-19 pandemic. The results highlight that media type, embedding passenger motivation, and a ship image help establish both bridging and bonding social capital, while content type helps establish bridging social capital. The paper is original because it helps understand how cruise lines can improve bonding and bridging social capital via social media. The paper also enhances understanding of social capital theory in the travel industry by investigating the relationship between Facebook post types and social capital in cruise shipping.
    • Social media engagement of stakeholders: A decision tree approach in container shipping

      Surucu-Balci, Ebru; Balci, G.; Yuen, K.F. (2020-02)
      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.