Content analysis uncovers variations in technology-focused narratives across social media in global seafood enterprises, indicating the need for strategic communication to boost competitiveness.
The seafood sector is experiencing relevant technological development, especially with the implementation of Industry 4.0 advancements. However, it is unknown to what degree seafood enterprises convey these improvements using digital narratives. In the changing environment of the seafood sector, digital narratives are critical for explaining technical breakthroughs. This study analyses social media content from top global and Indian seafood enterprises to determine their emphasis on technical innovation. The study categorizes and analyses posts on various platforms (such as: LinkedIn, Instagram and Facebook), revealing variations in technology-centric narratives based on textual analysis. The study underscores the significance of strategic digital communication in showcasing technological advancements in the seafood sector, highlighting the importance of strengthening the communication of technological innovation through digital narratives to enhance international visibility and competitiveness.
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Subash et al. (2026) studied this question.
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