Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective
Social media is an important driver of firm success by providing an avenue for stakeholder engagement. Operating in a highly complex and competitive environment, firms in the ship management industry can utilise social media platforms to engage with their stakeholders which can enhance stakeholder s...
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| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2022
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| Online Access: | https://hdl.handle.net/10356/158556 |
| _version_ | 1826124978891784192 |
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| author | Lee, Jun Da |
| author2 | Yuen Kum Fai |
| author_facet | Yuen Kum Fai Lee, Jun Da |
| author_sort | Lee, Jun Da |
| collection | NTU |
| description | Social media is an important driver of firm success by providing an avenue for stakeholder engagement. Operating in a highly complex and competitive environment, firms in the ship management industry can utilise social media platforms to engage with their stakeholders which can enhance stakeholder satisfaction and loyalty. However, stakeholder engagement rates can vary with some posts generating more engagement than others. Drawing on the word-of-mouth psychological motivation and perceived value theories, this study introduces a theoretical model to identify the determinants of stakeholder engagement on LinkedIn that can lead to higher engagement levels in the ship management industry. Thereafter, a hierarchical regression analysis is applied to study the effect of message characteristics and content type variables on engagement rates. The analysis is conducted on the posts of ten third-party ship management firms between 1 January 2021 and 31 July 2021. The results revealed nine variables that can significantly influence stakeholder engagement. They are links, corporate brand names, call-to-actions, message length, tangible resources, social content, emotional content, first-person texts, and emojis. The findings provide recommendations for firms in the ship management industry in terms of the messages strategies to incorporate into their posts to encourage higher engagement rates. This study also contributes to the existing literature for stakeholder engagement on social media. |
| first_indexed | 2024-10-01T06:29:13Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/158556 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:29:13Z |
| publishDate | 2022 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1585562022-06-06T00:09:13Z Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective Lee, Jun Da Yuen Kum Fai School of Civil and Environmental Engineering kumfai.yuen@ntu.edu.sg Engineering::Maritime studies Social media is an important driver of firm success by providing an avenue for stakeholder engagement. Operating in a highly complex and competitive environment, firms in the ship management industry can utilise social media platforms to engage with their stakeholders which can enhance stakeholder satisfaction and loyalty. However, stakeholder engagement rates can vary with some posts generating more engagement than others. Drawing on the word-of-mouth psychological motivation and perceived value theories, this study introduces a theoretical model to identify the determinants of stakeholder engagement on LinkedIn that can lead to higher engagement levels in the ship management industry. Thereafter, a hierarchical regression analysis is applied to study the effect of message characteristics and content type variables on engagement rates. The analysis is conducted on the posts of ten third-party ship management firms between 1 January 2021 and 31 July 2021. The results revealed nine variables that can significantly influence stakeholder engagement. They are links, corporate brand names, call-to-actions, message length, tangible resources, social content, emotional content, first-person texts, and emojis. The findings provide recommendations for firms in the ship management industry in terms of the messages strategies to incorporate into their posts to encourage higher engagement rates. This study also contributes to the existing literature for stakeholder engagement on social media. Bachelor of Science (Maritime Studies) 2022-06-04T10:25:28Z 2022-06-04T10:25:28Z 2022 Final Year Project (FYP) Lee, J. D. (2022). Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/158556 https://hdl.handle.net/10356/158556 en MS-26 application/pdf Nanyang Technological University |
| spellingShingle | Engineering::Maritime studies Lee, Jun Da Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title | Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title_full | Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title_fullStr | Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title_full_unstemmed | Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title_short | Exploring the determinants of social media stakeholder engagement in third-party ship management firms from a psychological motivation and values perspective |
| title_sort | exploring the determinants of social media stakeholder engagement in third party ship management firms from a psychological motivation and values perspective |
| topic | Engineering::Maritime studies |
| url | https://hdl.handle.net/10356/158556 |
| work_keys_str_mv | AT leejunda exploringthedeterminantsofsocialmediastakeholderengagementinthirdpartyshipmanagementfirmsfromapsychologicalmotivationandvaluesperspective |