Özet:

With the development of information and Internet technologies, many businesses have started to use social media extensively in reaching out to their customers, as well as their stakeholders. Although businesses give priority to their communication with their customers in social media, it is also known that their stakeholders are influenced by the social media messages as well. The main aim of this study is to examine the relationship of B2B firms with their stakeholders through social media by a sample of Turkish logistics service providers. In addition, this study analyses the most commonly used media and content type on social media posts. The research was based on a content analysis conducted on 739 Facebook posts through a sample of 30 logistics service providers analyzed in the time period between November 1, 2017, and January 31, 2018. This study examines the engagement of logistics service providers’ followers on Facebook considering activities on their corporate profiles. The contribution of this study is that it is considered as the first study that examines a specific industry where various actors are in intensive communication, such as the logistics sector, in terms of social media use and stakeholder participation.

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