Social media and CSR communication in European ports: the case of Twitter at the Port of Rotterdam

Francesco Vitellaro · Giovanni Satta · Francesco Parola · Nicoletta Buratti

15 citations0/0 files storedMaritime Business Review

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Public Relations and Crisis Communication Corporate Social Responsibility Reporting Maritime Ports and Logistics

Abstract

Purpose The research objective of the paper is twofold. First, it scrutinises the current state of the art concerning adopting the most popular social media by European port managing bodies (PMBs). Second, it investigates the use of social media in the corporate social responsibility (CSR) communication strategies of European PMBs. Design/methodology/approach The paper carries out online field research on the use of social media by the top-25 European ports. Then, it provides an in-depth case study of the use of Twitter by the Port of Rotterdam for CSR communication. Finally, a content analysis of the tweets published in the 2017–2019 timeframe is performed. Findings Empirical results demonstrate the extensive use of social media by European PMBs to reach a wider array of stakeholders. Uneven approaches emerge considering port sizes and cultural clusters. The content analysis shows that one-third of tweets published by the Twitter account of the Port of Rotterdam address CSR issues, especially green initiatives, advocating the use of social media to communicate CSR. Research limitations/implications The study focuses on the European domain. A broader sample of ports worldwide should be examined to further investigate the drivers affecting PMBs' strategic adoption and use of social media, mainly to communicate CSR. Practical implications The paper provides port managers with insights to strengthen CSR communication. Given the increasing pressure of the public opinion on environmental and social issues, the ability of European PMBs to communicate their CSR commitment through social media represents a key driver when searching for consensus of stakeholders and “licence to operate”. Originality/value The paper adds to the existing maritime logistics literature by introducing a promising field of research.

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References

1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2004Corporate Social Responsibility and Marketing: An Integrative Framework 2006The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder Relationships: A Field Experiment 2006Corporate social responsibility communication: stakeholder information, response and involvement strategies 2004Corporate responsibility: The communication challenge 2017The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception

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