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Title: | The dynamics of value propositions through social media engagement in maritime transport networks : Maersk vs Mediterranean Shipping Company |
Authors: | D'agostini, Enrico |
Keywords: | Logistics Shipping companies (Marine transportation) Freight and freightage Social media Text data mining |
Issue Date: | 2022 |
Publisher: | Emerald Publishing Limited |
Citation: | D'agostini, E. (2022). The dynamics of value propositions through social media engagement in maritime transport networks : Maersk vs Mediterranean Shipping Company. Maritime Business Review, 7. |
Abstract: | Purpose – This study explores the levels of Facebook engagement of the two largest Europe-based shipping
lines, Maersk and Mediterranean Shipping Company (MSC), to discover the marketing orientation of the topics
advertised and to ascertain whether they tend to be about brand recognition, new transport services, or value
propositions for stakeholders. Design/methodology/approach – The Facebook posts of Maersk and MSC were analysed using social media text mining and social network analysis (SNA); in- and out-degree centrality analysis was performed to determine the key terms in their posts. NetMiner software was used to collect the respective data on Maersk and MSC. The inquiry period was set between May 2020 and February 2021. Findings – The results indicated a divergence in their post contents, with higher engagement and a wider, more active follower base for MSC than for Maersk. Maersk primarily posts about logistics services and supply chain solutions. MSC communicates about new and large container vessels. Both companies seek greater brand recognition and information sharing through social media. Originality/value –These results can be used by the stakeholders to evaluate whether Maersk and MSC truly deliver on their respective value propositions communicated online through their social media engagement. It can also help Maersk and MSC gauge the level of effectiveness of their communication with stakeholders and modify their digital engagement strategy accordingly. |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/106316 |
Appears in Collections: | Scholarly Works - FacEMAMAn |
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