Stakeholder engagement via social media: an analysis of third-party logistics companies

摘要

Social media helps firms establish a connection with their stakeholders by mitigating geographic and demographic barriers. Firms using social media can effectively engage in close relationships with their stakeholders. Firms must measure engagement levels to manage such fruitful relationships and develop social media strategies accordingly. Although studies have examined B2C industries' levels of stakeholder engagement via social media, corresponding research on B2B industries has been limited. Thus, in this study, the relationship between global 3PLs and their stakeholders through social media is examined. The study is based on a content analysis of Facebook posts of 30 global 3PLs analyzed from 1 November 2017 to 31 January 2018. In this paper, original findings for 3PL firms' social media usage are presented. The findings contribute to social media theory by showing that vivid posts and special day celebration posts strengthen relationships with stakeholders.