Megaproject Branding on Social Media from the Lens of Information Content and Information Diffusion
Publication: Journal of Management in Engineering
Volume 40, Issue 1
Abstract
Megaproject branding on social media is especially needed in this digital era to prompt the success of megaproject delivery. Existing social media–driven branding studies often concentrated on general projects or products, and rarely focused on megaprojects that have substantial societal impacts. This presented study concentrates on megaproject branding on social media. To achieve such a purpose, a conceptual framework is proposed that explores the topic content and diffusion network of megaproject-related information on social media. Megaproject branding insights are provided to examine megaproject brand image and to improve information diffusion. Megaproject brand image is interpreted from the theme aspects of politics, economy, social, environment, national security, and megaproject itself (PESNCM). To illustrate the proposed framework, the information related to China’s major infrastructure projects (CMIPs) on Twitter is studied. Theoretically, this study further proves the necessity of megaproject branding in managing megaproject public stakeholders. Methodologically, the proposed framework could be used to conduct megaproject branding on social media platforms. Practically, the case results could be used to guide branding practices of CMIPs on Twitter.
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Data Availability Statement
Some or all data, models, or code generated or used during the study are available in a repository online in accordance with funder data retention policies (https://github.com/nasaer0923/megaproject-branding-submitted-in-JME).
Acknowledgments
This study is supported by the National Science Foundation of China (Grant Nos. 72271122, 71871116, 72171048, and 72101055) and the Fundamental Research Funds for the Central Universities (Grant No. 90YAH22030). Any opinions, findings, conclusions, or recommendations expressed in this article are those of the authors and do not necessarily reflect the views of the National Science Foundation of China.
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Published In
Journal of Management in Engineering
Volume 40 • Issue 1 • January 2024
Copyright
© 2023 American Society of Civil Engineers.
History
Received: Mar 31, 2023
Accepted: Aug 9, 2023
Published online: Oct 5, 2023
Published in print: Jan 1, 2024
Discussion open until: Mar 5, 2024
ASCE Technical Topics:
- Business management
- Construction engineering
- Construction management
- Disaster risk management
- Disasters and hazards
- Engineering profession
- Infrastructure
- Man-made disasters
- Political factors
- Practice and Profession
- Professional development
- Project management
- Public administration
- Social factors
- Social network
- Terrorism
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