Social Media Engagement of Stakeholders

A Decision Tree Approach in Container Shipping

Ebru Surucu-Balci, Gokcay Balci, Kum Fai Yuen

Research output: Contribution to journalArticle

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.
Original languageEnglish
Article number103152
Number of pages12
JournalComputers in Industry
Volume115
Early online date22 Nov 2019
DOIs
Publication statusE-pub ahead of print - 22 Nov 2019

Fingerprint

Decision trees
Freight transportation
Containers
Industry
International trade
Supply chains

Cite this

@article{8520b1f5bb164c93a19b556b1f4e53d1,
title = "Social Media Engagement of Stakeholders: A Decision Tree Approach in Container Shipping",
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.",
keywords = "CHAID, Decision Tree, Shipping, Social Media, Stakeholder Engagement, Twitter",
author = "Ebru Surucu-Balci and Gokcay Balci and Yuen, {Kum Fai}",
year = "2019",
month = "11",
day = "22",
doi = "10.1016/j.compind.2019.103152",
language = "English",
volume = "115",
journal = "Computers in Industry",
issn = "0166-3615",
publisher = "Elsevier",

}

Social Media Engagement of Stakeholders : A Decision Tree Approach in Container Shipping. / Surucu-Balci, Ebru; Balci, Gokcay; Yuen, Kum Fai.

In: Computers in Industry, Vol. 115, 103152, 01.02.2020.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Social Media Engagement of Stakeholders

T2 - A Decision Tree Approach in Container Shipping

AU - Surucu-Balci, Ebru

AU - Balci, Gokcay

AU - Yuen, Kum Fai

PY - 2019/11/22

Y1 - 2019/11/22

N2 - 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.

AB - 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.

KW - CHAID

KW - Decision Tree

KW - Shipping

KW - Social Media

KW - Stakeholder Engagement

KW - Twitter

U2 - 10.1016/j.compind.2019.103152

DO - 10.1016/j.compind.2019.103152

M3 - Article

VL - 115

JO - Computers in Industry

JF - Computers in Industry

SN - 0166-3615

M1 - 103152

ER -