Stakeholder Engagement via Social Media in the Hospitality Sector

Gálvez‐Rodríguez, María del Mar; Saraite, Laura; Alonso-Cañadas, Juana; Caba-Pérez, Carmen

doi:10.4018/978-1-5225-0708-6.ch002

Cited by 8 publications

(3 citation statements)

References 33 publications

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“…Most firms receive a valuation lower than 20, with an average of 7.18465, meaning that popularity makes up 72% of the total score. The absolute data reflects the same feature observed in the metrics: the predominance of simplicity (likes are preferred over shares, and shares over comments), since it is faster and easier to send a "like" or to share a post than to comment on it [79,99,100], and thus it is the preferred option for showing some level of engagement with the firm.…”

Section: Descriptive Analysissupporting

confidence: 55%

Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective

et al. 2019

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Stakeholders are increasingly concerned about climate change and companies’ commitment to anticipate future carbon-related risks, and grant or withdraw support depending on their perceptions of firms’ carbon performance. The aim of this research is to analyse which carbon-related factors influence stakeholders with regards to the legitimacy-granting process. The sample in this study includes 146 firms from North America and Europe committed to carbon mitigation, whose legitimacy is measured via social media interactions. Findings show that setting a corporate carbon policy and disclosing an internal price of carbon are positively linked to legitimacy, while other factors are negatively or not related to legitimacy. This study makes theoretical contributions, proposing a metric based on social media stakeholder engagement to measure corporate legitimacy, as well as practical implications, revealing which carbon information shapes stakeholders’ perception of firms’ climate performance, and opening new possibilities for future research.

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Section: Descriptive Analysissupporting

confidence: 55%

Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective

et al. 2019

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“…For Facebook users, the main actions allowed are “Like,” which merely expresses acceptance of the message; “Share,” which allows publishing the same message in the user's personal Facebook profile, and “Comment,” which lets users turn a unidirectional message into a dialog or bidirectional communication. Following previous studies (Alonso-Cañadas et al , 2019b; Bonsón and Ratkai, 2013; Bonsón et al , 2017; Gálvez-Rodríguez et al , 2017), this research proxies online engagement through an Online Engagement Index ( E ), built up from the above-mentioned actions combined to develop a set of metrics (dimensions): Popularity ( P ), measured by the number of “likes” per post; Commitment ( C ), measured by the number of comments made to each post; and Virality ( V ), measured by the number of “shares” (see Table 1).…”

Section: Methodsmentioning

confidence: 69%

The role of women's leadership in environmental NGOs' online accountability

Saraite-Sariene

Galán-Valdivieso

Alonso-Cañadas

et al. 2021

OIR

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PurposeThe role of female managers has been of increasing interest among scholars in recent years, especially regarding sustainability issues. The same could be said about the usefulness of social media in non-governmental organizations (NGOs) in demonstrating accountability to their stakeholders and attracting and keeping donors and volunteers. This paper aims to meet both research interests by analyzing to what extent women in top positions can foster stakeholders' engagement via social media.Design/methodology/approachOnline engagement can be proxied using data from social media to develop a measure that summarizes the main actions social media users are able to use in order to show their reactions to social media publications. Facebook data were obtained using proprietary software (Facebook data model) developed by the research team to carry out data massive extraction, processing and exploration.FindingsThe results of the multivariate analysis show that female leadership in both top and environmental-specific positions enhance social media engagement, while a higher percentage of women on the board of directors exert the opposite effect.Research limitations/implicationsThis study is not without limitations. First, this research is focused on a specific type of non-governmental organization (environmental NGO). Second, this study does not include economic variables such as donation income or expense structure. Third, data come only from Facebook as the leading social network.Originality/valueThis paper advances in the scarce knowledge about the role of women and the levels of online engagement (interactive conversations) in NGOs focused on sustainability.

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“…The proposed metrics also allow researchers to use extensive content categories in order to identify and analyze Facebook trends, and for this reason, in this study, stakeholder engagement was measured using these metrics. They have already been used to analyze Facebook trends in different sectors, such as the corporate sector [30,42], the public administration sector [31,32,43,44], and the academic sector [45]. Until now, the metrics have not specifically been used to assess user engagement on the Facebook pages of emergency management agencies.…”

Section: Methodsmentioning

confidence: 99%

Keep Them Engaged: Romanian County Inspectorates for Emergency Situations’ Facebook Usage for Disaster Risk Communication and Beyond

2018

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Nowadays, the use of social media by public institutions involved in disaster management is starting to become common practice. However, despite scientific interest in the effect of social media on disaster risk and crisis communication, data exploring emergency management agencies' round-the-clock Facebook usage and the impact of their content and media choices on stakeholder engagement is limited. This study set out to investigate Romanian local emergency agencies' Facebook usage patterns and stakeholders' engagement with their content. The data is comprised of 7810 messages posted between the 1st January and 25th October 2017 by 32 County Inspectorates for Emergency Situations. First, using content analysis techniques, the topics of the posts were summarized to illustrate how these agencies use Facebook. Second, stakeholder engagement was investigated using social media marketing techniques. Third, messages related to natural hazards were analyzed in greater depth to reveal disaster risk communication patterns. The results suggest that Romanian emergency agencies mainly promote transparency and their institutional image on Facebook. Stakeholders were most likely to engage with brand-oriented posts, especially if these also offered rich multimedia feature. Meanwhile, stakeholders were less likely to interact with messages about natural hazards, particularly if they incorporated educational content. These observations suggest that, while at the moment Romanian local emergency management agencies take advantage of Facebook to create and maintain relationships with their stakeholders, they bypass opportunities to implement communication strategies for effective disaster risk reduction.Emergency management agencies are encouraged to leverage SM in order to engage with their stakeholders, especially considering the citizens' growing demand for their permanent SM presence [9,10]. Recently, numerous recommendations have emerged from research and practice to guide emergency managers through the process of implementing and maintaining SM pages. These recommendations cover a wide range of topics, such as the identification of the most suitable SM tools/applications to fulfil specific communication objectives [7,11]; the development of policy documents [12] or best practices in order to establish an active presence on SM; and the establishing of a network of stakeholders [13,14].There is a wide range of different SM applications, such as blogs, social networking sites, media-sharing services, web map services and wikis, that can be used for risk and crisis communication in unique ways [15]. In each of these SM applications, stakeholder engagement can be measured in different ways, giving valuable insight on their interactions. These measures can serve as metrics for evaluating SM effectiveness in risk and crisis communication [16]. However, only a handful of studies examine how factors such as content or media type influence stakeholder engagement in the field of disaster management. For example, Sutton et al. [17] examin...

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Stakeholder Engagement via Social Media in the Hospitality Sector

Cited by 8 publications

References 33 publications

Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective

Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective

The role of women's leadership in environmental NGOs' online accountability

Keep Them Engaged: Romanian County Inspectorates for Emergency Situations’ Facebook Usage for Disaster Risk Communication and Beyond

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