Social media engagement in the maritime industry during the pandemic

Koh, Le Yi; Ng, Christine; Wang, Xueqin; Yuen, Kum Fai

doi:10.1016/j.techfore.2023.122553

Cited by 4 publications

(3 citation statements)

References 71 publications

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“…However, Celuch (2021) highlights that the number of hashtags in a post does not always increase user engagement and suggests that the number of letters should be as few as possible, ensuring more exclusivity for the hashtag. Koh et al (2023), reinforce that the focus of the accounts must be on the clarity and coherence of the publications, with the correct use of words and adequate structuring of the messages transmitted. In summary, at this level of the scale, the account has compliance with most items but still has the possibility of improving its performance in terms of quality on Instagram.…”

Section: Discussionmentioning

confidence: 84%

“…The quality of the content of the posts is also very relevant. Regarding the relevance of posts, Koh et al (2023) highlight that the organization must provide unambiguous, concise, and consistent messages in search of a greater degree of interactivity with users. Regarding updating the feed, Cook (2020) comments that it is di cult to nd a brand that has a strong feed on Instagram that does not have a plan or calendar for posting content, something that is attractive to users and does not eliminate the spontaneity of the brand on the platform.…”

Section: Discussionmentioning

confidence: 99%

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Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Souza,

Silva

2024

Preprint

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Digital environments have become critical channels for information transmission, enabling companies to expand their presence across various market segments and enhance their product and service offerings. The increasing prominence of social media platforms has made it necessary for companies to invest significantly in digital marketing techniques. In light of this, this article aims to develop a scale for measuring the quality of digital marketing actions on Instagram business accounts. Methodologically, we employed Full-Information Item Factor Analysis in conjunction with the Graded Response Model from Item Response Theory (IRT) to evaluate the measurement instrument items. A set of 22 items was created based on technical characteristics such as interactivity, usability, and information presentation, drawing from existing literature. Subsequently, this instrument was applied to a sample of 313 Instagram business accounts. From this analysis, a final set of 13 items exhibited good psychometric properties and formed the ultimate measurement tool. The generated scale comprises six levels, ranging from very inappropriate to very appropriate, and effectively classifies the quality of digital marketing actions on Instagram business accounts. Interestingly, our findings indicate that a significant portion of the evaluated accounts are still in the early stages of digital marketing maturity, with lower adequacy levels. Many of the examined Instagram accounts have the potential to enhance their strategies for more impact.

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Section: Discussionmentioning

confidence: 84%

Section: Discussionmentioning

confidence: 99%

Item response theory-based validation of a quality of digital marketing actions on Instagram business accounts measurement instrument

Souza,

Silva

2024

Preprint

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“…It is worth noting that employee engagement can be positively influenced by the quality of content, encompassing aspects of informativeness, relational appeal, and entertainment value. Conversely, engagement can be undermined by content that is overly serious and sensitive, causing discomfort [75]. In light of these findings, enterprises should emphasize the importance of humanistic care and understanding toward employees, fostering a sense of personal belonging and connection [17].…”

Section: Practical Implicationsmentioning

confidence: 99%

Exploring Motivations and Trust Mechanisms in Knowledge Sharing: The Moderating Role of Social Alienation

Guo,

Chun,

Yin

et al. 2023

Sustainability

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This study is based on social exchange theory and the UTAUT model to develop a research model to investigate the impact of motivations under the background of established enterprise social media (ESM) in small- and medium-sized enterprises (SMEs). Motivations like organization rewards (OR), reciprocal benefits (RB), expectation fulfillment (EF), and job relevance (JR) have different impacts on the following two dimensions of trust: affect-based trust (ABT) and technology-based trust (TBT). This study considers the trust mechanism as the mediator in the relationship between motivations and knowledge sharing (KS). It also demonstrates the psychological element of social alienation (SA) as a moderator that influences trust level and its inhibitory effect on knowledge sharing within the organization. The authors in this study collected data from managers and employees in seven enterprises, including three retail enterprises and four information technology (IT) enterprises in China through three waves. In total, 509 responses were received, and 483 valid data were used to test the research model and hypotheses through the structural equation modeling (SEM) method to evaluate the impact of the potential elements on knowledge-sharing behavior. This research found that motivations like OR and RB promote ABT, thereby encouraging knowledge sharing when employees use ESM. The motivations of EF and JR have a direct effect on TBT, as well as promoting knowledge sharing. Both ABT and TBT have mediating roles between motivations and KS. In addition, the research also revealed the negative moderation effect of SA on the relationship between the two types of trust and KS. Specifically, SA gradually weakens the effects of ABT and TBT on KS, especially when employees are experiencing high levels of SA; ABT and TBT have no impact on KS. This study attempts to advance the theoretical and practical insights of motivations on knowledge sharing by exploring mediating effects of trust mechanisms. It also reveals the importance of SA’s moderation effect on the relationship between trust mechanisms and KS under the application of ESM.

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