Enhancing Social Media Engagement for Logistics Services Branding
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753 |
Resumo: | This study investigates logistics service providers' social media engagement to understand better its effect on supply chain functions, mainly their branding purposes, since managers and academics consider branding strategies increasingly crucial in the current competitive business environment. Eleven semi-structured in-depth interviews with thirteen social media experts from the selected logistics service providers operating in Turkey were conducted to understand their social media use better and identify their decision-making mechanisms. The theoretical analysis is based on the technology acceptance model and media synchronicity theory. The findings suggest that business-to-business and business-to-customer settings are distinct, while logistics sector companies differentiate themselves through social media branding strategies. The most significant drivers of social media engagement are creating brand recognition and brand awareness, while the main perceived barriers are regulations and stakeholder permission. DOI: https://doi.org/10.54663/2182-9306.2023.sn13.125-155 |
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Enhancing Social Media Engagement for Logistics Services BrandingSocial Media, Business-to-Business Marketing, Logistics Service Providers, Services BrandingThis study investigates logistics service providers' social media engagement to understand better its effect on supply chain functions, mainly their branding purposes, since managers and academics consider branding strategies increasingly crucial in the current competitive business environment. Eleven semi-structured in-depth interviews with thirteen social media experts from the selected logistics service providers operating in Turkey were conducted to understand their social media use better and identify their decision-making mechanisms. The theoretical analysis is based on the technology acceptance model and media synchronicity theory. The findings suggest that business-to-business and business-to-customer settings are distinct, while logistics sector companies differentiate themselves through social media branding strategies. The most significant drivers of social media engagement are creating brand recognition and brand awareness, while the main perceived barriers are regulations and stakeholder permission. DOI: https://doi.org/10.54663/2182-9306.2023.sn13.125-155ISVOUGA - Instituto Superior de Entre Douro e Vouga2023-07-14info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753International Journal of Marketing, Communication and New Media; No 13 (2023): Special Number SM2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753/352http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/448http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/449http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/450http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/451http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/452Copyright (c) 2023 AYSU GOCERinfo:eu-repo/semantics/openAccessSerbetçioğlu, CemreGocer, Aysu2023-07-21T10:49:47Zoai:u3isjournal.isvouga.pt:article/753Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T19:08:14.823125Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Enhancing Social Media Engagement for Logistics Services Branding |
title |
Enhancing Social Media Engagement for Logistics Services Branding |
spellingShingle |
Enhancing Social Media Engagement for Logistics Services Branding Serbetçioğlu, Cemre Social Media, Business-to-Business Marketing, Logistics Service Providers, Services Branding |
title_short |
Enhancing Social Media Engagement for Logistics Services Branding |
title_full |
Enhancing Social Media Engagement for Logistics Services Branding |
title_fullStr |
Enhancing Social Media Engagement for Logistics Services Branding |
title_full_unstemmed |
Enhancing Social Media Engagement for Logistics Services Branding |
title_sort |
Enhancing Social Media Engagement for Logistics Services Branding |
author |
Serbetçioğlu, Cemre |
author_facet |
Serbetçioğlu, Cemre Gocer, Aysu |
author_role |
author |
author2 |
Gocer, Aysu |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Serbetçioğlu, Cemre Gocer, Aysu |
dc.subject.por.fl_str_mv |
Social Media, Business-to-Business Marketing, Logistics Service Providers, Services Branding |
topic |
Social Media, Business-to-Business Marketing, Logistics Service Providers, Services Branding |
description |
This study investigates logistics service providers' social media engagement to understand better its effect on supply chain functions, mainly their branding purposes, since managers and academics consider branding strategies increasingly crucial in the current competitive business environment. Eleven semi-structured in-depth interviews with thirteen social media experts from the selected logistics service providers operating in Turkey were conducted to understand their social media use better and identify their decision-making mechanisms. The theoretical analysis is based on the technology acceptance model and media synchronicity theory. The findings suggest that business-to-business and business-to-customer settings are distinct, while logistics sector companies differentiate themselves through social media branding strategies. The most significant drivers of social media engagement are creating brand recognition and brand awareness, while the main perceived barriers are regulations and stakeholder permission. DOI: https://doi.org/10.54663/2182-9306.2023.sn13.125-155 |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-07-14 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/753/352 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/448 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/449 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/450 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/451 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/753/452 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 AYSU GOCER info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 AYSU GOCER |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; No 13 (2023): Special Number SM 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799132504423137280 |