https://www.um.edu.mt/library/oar/handle/123456789/2579 2026-06-02T00:06:39Z 2026-06-02T00:06:39Z https://www.um.edu.mt/library/oar/handle/123456789/146979 2026-05-29T13:50:02Z 2025-01-01T00:00:00Z

Title: Leveraging social media for ESG : a comparative analysis of technology companies Abstract: The growing significance of Environmental, Social, and Governance (ESG) factors in corporate strategy has heightened the need for effective communication of sustainability initiatives, as companies face increasing regulatory pressure and rising stakeholder expectations (Eccles, Ioannou et al. 2014). This study investigates how tech companies use social media, specifically LinkedIn, to communicate ESG related content and engage stakeholders. The research aims to identify the content characteristics, messaging strategies, and ESG pillars that drive higher levels of engagement, addressing a gap in understanding how companies can optimise ESG communication to meet evolving stakeholder expectations and regulatory demands. A quantitative content analysis was conducted on LinkedIn posts from these companies over a one-year period (August 2023 to August 2024), focusing on the frequency and nature of ESG-related content. The posts were coded according to content type, messaging strategy, tone, and ESG focus, while analysing their corresponding level of engagement. Statistical techniques, including Kruskal-Wallis tests and Spearman's correlation, were employed to assess differences in engagement and relationships between variables. The findings revealed that tech companies post ESG-related content significantly less often than other types of content, aligning with previous research indicating that CSR and ESG topics are often secondary to more business-oriented communication on social media (Bonsón, Flores Muñoz 2011). The results also affirm that social pillar content—especially on human rights and community issues— drives stronger engagement, consistent with Porter and Kramer (2007), who emphasise the emotional resonance of social topics. The substantial engagement with environmental content, particularly biodiversity, supports findings by Perreault and Mosconi (2018) regarding growing interest in sustainability, while the lower interaction with governance-related content aligns with Kucukusta, Perelygina et al. (2019), who suggest its perceived complexity may deter engagement. The preference for visual content and transformational messaging strategies is in line with Koutromanou, Sotirakou et al. (2023) and Tafesse and Wien (2017), who highlight the impact of visuals and emotional appeals in enhancing interaction. Moreover, the positive effect of a conversational tone confirms Oh and Ki's (2019) argument that a human voice fosters stronger stakeholder relationships. The study extends signalling theory by demonstrating that tech companies use ESG communication to signal their sustainability commitments and build stakeholder trust. Additionally, it contributes to broader corporate communication and stakeholder engagement frameworks by showing how dialogue driven communication models can be applied to social media contexts, particularly for ESG topics. The findings highlight the importance of prioritising social and environmental topics, leveraging visual content, and adopting a conversational tone to foster deeper engagement and strengthen stakeholder relationships. The study’s limitations, including platform specificity and sampling constraints, suggest areas for future research to broaden the scope and improve generalisability. As companies navigate increasing demands for ESG transparency, these insights provide strategies to strengthen corporate reputation and meet stakeholder expectations. Description: M.Sc.(Melit.)

2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146978 2026-05-29T13:46:56Z 2025-01-01T00:00:00Z

Title: Film & narrative transportation : are mini-films advertisements an effective marketing tool? Abstract: This dissertation aims to develop an understanding of how mini-film advertisements (MAs) can function as strategic marketing tools. By examining the impact of Aristotle’s rhetoric elements (ethos, pathos, and logos) on narrative absorption, the study investigates how storytelling can be used to alter the audience’s perceptions of brand trust and authenticity. 398 students from the University of Malta were exposed to one of two tonally contrasting MAs. Through the use of questionnaire surveys, it was possible to assess the impact of each video on their consumer attitudes and behaviours. The findings reveal that mini-films, through their immersive storytelling techniques may foster emotional connections with their audiences, leading to a positive change in consumer brand perception. This study contributes to the current literature on advertising effectiveness by providing insights into the mechanics and impacts of mini-films advertisements, which is highly needed since MAs are a relatively new tool and remain to be heavily understudied. The implications for marketeers are further discussed, highlighting the potential of mini-film advertisements to create compelling and effective brand narratives. Description: M.Sc.(Melit.)

2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146942 2026-05-29T08:59:30Z 2025-01-01T00:00:00Z

Title: Revolutionizing the future of supply chain management : a deep dive into how artificial intelligence can enhance efficiency and optimization Abstract: The current corporate world is one which can be characterised as being dynamic in nature and as a result companies are looking at rapid technological advancements with the goal of evolving their managerial strategies. So much so that MIT Sloan professor Retsef Levi once said – “There are times when there is a major disruption that suddenly implies what worked so far is not going to work anymore and you need a new playbook.” (Stackpole (2021)) Investigating the transformative potential role which could be played by Artificial Intelligence (AI) reveals its potential to redefine and optimize supply chain management (SCM) whilst also improving performance amidst the ever-increasing competitive corporate environment. Furthermore, the use of the Wallas-Four-Stage Model and a pragmatic qualitative approach by conducting in-depth target interviews allowed the study to aid in the development of strategies which can be used to integrate AI into modern complex supply chains in attempts to achieve competitive advantages. This all underscores the study’s contribution to advancing both academic understanding and practical applications of AI in SCM. This study is focused on 27 firms based in Malta and addresses three core research questions: the role of AI in current SCM processes, its economic, environmental, and social impacts, and the challenges that hinder AI adoption in SCM. The key findings reveal that AI can enhance SCM efficiency, contributing to environmental goals by reducing waste and emissions. Nonetheless, it should be also noted that aside from the previously mentioned benefits, AI’s implementation also may give rise to certain challenges such as high investment costs, data integration issues, and employee resistance persist. The study concludes with strategic recommendations for phased AI adoption, comprehensive training, and transparent communication to ease the transition and maximize AI's potential in SCM, underscoring the study's contribution to both academic understanding and practical applications. Furthermore, this study also addresses key research gaps relating to the lack of information on the challenges associated with the adoption of AI, the scarcity of comparative studies relating to the obstacles faced when integrating AI and the underexplored human-AI dynamic in decision-making. Description: M.Sc.(Melit.)

2025-01-01T00:00:00Z https://www.um.edu.mt/library/oar/handle/123456789/146716 2026-05-22T09:50:12Z 2025-01-01T00:00:00Z

Title: Artificial intelligence in pathology services : a policy approach to enhance diagnostic efficiency at Mater Dei Hospital Abstract: The integration of Artificial Intelligence (AI) within Pathology Services presents opportunities to improve diagnostic efficiency, accuracy and service delivery in public healthcare systems. This study explores the adoption of AI in the Pathology Department at Mater Dei Hospital through a policy-oriented perspective, focusing on how strategic public policy initiatives can support effective implementation while addressing institutional and operational challenges. Using a qualitative research design, the study employs semi-structured interviews with key stakeholders, together with document analysis of national health strategies, AI policy frameworks, and institutional guidelines. The research investigates the practical, ethical, technical, and organisational challenges encountered during the implementation of AI technologies in Pathology Services, such as data governance, workforce readiness, infrastructure limitations, regulatory uncertainty and resistance to change. It further examines existing and potential strategies to overcome these barriers, including targeted training programmes, investment in digital infrastructure, clear regulatory standards and interdisciplinary collaboration. The study analyses how public policy can be tailored to maximise the benefits of AI integration such as improved diagnostic turnaround times, enhanced decision support and optimised resource allocation while mitigating risks related to accountability, bias and patient safety. By harmonising institutional practices with national digital health and AI strategies, the research highlights the role of coherent policy frameworks in promoting sustainable and ethical AI adoption. The findings aim to inform policymakers and healthcare leaders by offering evidence-based recommendations to guide AI integration in Pathology Services at Mater Dei Hospital and comparable public healthcare settings, contributing to more efficient, resilient, and patient centred diagnostic services. Description: M.A.(Melit.)

2025-01-01T00:00:00Z