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Shipping industry's sustainability communications to public in social media: A longitudinal analysis

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  • Wang, Xueqin
  • Wong, Yiik Diew
  • Li, Kevin X.
  • Yuen, Kum Fai

Abstract

Except for the catastrophic accidents that have made headlines, public's knowledge about the shipping industry remains limited. As a result, the public may form an unjust stereotype of the industry as ‘polluting’ and ‘unsustainable’, which reduces the industry's attractiveness to its potential employees and indirect customers (i.e. end-consumers). It is high time for the industry to shape its public image by not only acting sustainably but also communicating the same to the public. Thus, this study examines the shipping industry's sustainability communications in social media focusing on the Twitter interactions between the top container liners and the public. Adopting the 2030 Agenda and Sustainable Development Goals (SDGs) as a normative framework, this study analyses the strategic fit of the sustainability communications by top shipping companies internally (i.e. consistency with core business) and externally (i.e. consistency with public expectation). A combined method of qualitative content analysis and quantitative statistic test is employed. Our findings suggest a trend of diversification in shipping companies' sustainability communications which gradually extend from SDGs related to the industry's core responsibilities to peripheral responsibilities. Contrarily, a trend of convergence in the public's response is observed where the public's attention is increasingly diverted from SDGs pertaining to the industry's peripheral responsibilities to the core ones. Based on the opposite trends, theoretical and managerial implications for maritime scholars and industry players are discussed; Sustainable communication strategies for the shipping industry are highlighted.

Suggested Citation

  • Wang, Xueqin & Wong, Yiik Diew & Li, Kevin X. & Yuen, Kum Fai, 2021. "Shipping industry's sustainability communications to public in social media: A longitudinal analysis," Transport Policy, Elsevier, vol. 110(C), pages 123-134.
    • Handle: RePEc:eee:trapol:v:110:y:2021:i:c:p:123-134
    DOI: 10.1016/j.tranpol.2021.05.031
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    6. De Luca, Francesco & Iaia, Lea & Mehmood, Asad & Vrontis, Demetris, 2022. "Can social media improve stakeholder engagement and communication of Sustainable Development Goals? A cross-country analysis," Technological Forecasting and Social Change, Elsevier, vol. 177(C).

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