Social Media Engagement in Shaping Green Energy Business Models
Recent years have seen an increase in the role of social media in the communication of energy sector companies (ESCs) with consumers. Currently, consumers look for information, create it themselves, and share it with other Internet users. eWOM communication means that energy companies, firstly, must...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-02-01
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| Series: | Energies |
| Subjects: | |
| Online Access: | https://www.mdpi.com/1996-1073/15/5/1727 |
| _version_ | 1797475209189523456 |
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| author | Marzena Czarnecka Grzegorz Kinelski Magdalena Stefańska Mateusz Grzesiak Borys Budka |
| author_facet | Marzena Czarnecka Grzegorz Kinelski Magdalena Stefańska Mateusz Grzesiak Borys Budka |
| author_sort | Marzena Czarnecka |
| collection | DOAJ |
| description | Recent years have seen an increase in the role of social media in the communication of energy sector companies (ESCs) with consumers. Currently, consumers look for information, create it themselves, and share it with other Internet users. eWOM communication means that energy companies, firstly, must be present in social media so that consumers can get to know them better, and secondly, they must consciously shape their image according to the expectations of their customers. One-way communication, such as customer satisfaction measurements, is no longer enough to know their preferences. Market trends indicate that for current buyers—both consumer and non-consumer products—the image of a “green product” or a “green company” is expected. Only a few companies report that they are harmful for environment. All companies report that they are generally community friendly. The consumer would like to know, in particular, about the harmfulness to the environment. Thus, there is a knowledge gap that the companies are not filling. In addition to the advertised satisfaction indicators, you can also test customers’ perceptions of environmental responsibility. That is, the research and results in the area of social responsibility must also be accompanied by environmental responsibility. Therefore, the article aims to indicate whether the level of consumer engagement in social media affects the perception of the green energy business model and how the attitude and pro-environmental behavior of social media users affects this perception. The paper also identifies factors related to social media that influence the perception of ESCs. |
| first_indexed | 2024-03-09T20:41:55Z |
| format | Article |
| id | doaj.art-80bbf7a5b7c94c07b16e6e7ae3e7ad12 |
| institution | Directory Open Access Journal |
| issn | 1996-1073 |
| language | English |
| last_indexed | 2024-03-09T20:41:55Z |
| publishDate | 2022-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Energies |
| spelling | doaj.art-80bbf7a5b7c94c07b16e6e7ae3e7ad122023-11-23T22:56:38ZengMDPI AGEnergies1996-10732022-02-01155172710.3390/en15051727Social Media Engagement in Shaping Green Energy Business ModelsMarzena Czarnecka0Grzegorz Kinelski1Magdalena Stefańska2Mateusz Grzesiak3Borys Budka4Department of Law and Insurance, College of Finance, University of Economics Katowice, ul. 1 Maja 47, 40-287 Katowice, PolandDepartment of Management, WSB University, Cieplaka 1c, 41-300 Dabrowa Gornicza, PolandDepartment of Marketing Strategies, Institute of Marketing, Poznan University of Economics and Business, al. Niepodległości 10, 61-875 Poznan, PolandDepartment of Applied Sciences, WSB University, Cieplaka 1c, 41-300 Dabrowa Gornicza, PolandDepartment of Law and Insurance, University of Economics Katowice, ul. 1 Maja 47, 40-287 Katowice, PolandRecent years have seen an increase in the role of social media in the communication of energy sector companies (ESCs) with consumers. Currently, consumers look for information, create it themselves, and share it with other Internet users. eWOM communication means that energy companies, firstly, must be present in social media so that consumers can get to know them better, and secondly, they must consciously shape their image according to the expectations of their customers. One-way communication, such as customer satisfaction measurements, is no longer enough to know their preferences. Market trends indicate that for current buyers—both consumer and non-consumer products—the image of a “green product” or a “green company” is expected. Only a few companies report that they are harmful for environment. All companies report that they are generally community friendly. The consumer would like to know, in particular, about the harmfulness to the environment. Thus, there is a knowledge gap that the companies are not filling. In addition to the advertised satisfaction indicators, you can also test customers’ perceptions of environmental responsibility. That is, the research and results in the area of social responsibility must also be accompanied by environmental responsibility. Therefore, the article aims to indicate whether the level of consumer engagement in social media affects the perception of the green energy business model and how the attitude and pro-environmental behavior of social media users affects this perception. The paper also identifies factors related to social media that influence the perception of ESCs.https://www.mdpi.com/1996-1073/15/5/1727sustainable business modelsenergy sectorsocial media engagementconsumer behaviormanagement of energy marketgreen energy |
| spellingShingle | Marzena Czarnecka Grzegorz Kinelski Magdalena Stefańska Mateusz Grzesiak Borys Budka Social Media Engagement in Shaping Green Energy Business Models Energies sustainable business models energy sector social media engagement consumer behavior management of energy market green energy |
| title | Social Media Engagement in Shaping Green Energy Business Models |
| title_full | Social Media Engagement in Shaping Green Energy Business Models |
| title_fullStr | Social Media Engagement in Shaping Green Energy Business Models |
| title_full_unstemmed | Social Media Engagement in Shaping Green Energy Business Models |
| title_short | Social Media Engagement in Shaping Green Energy Business Models |
| title_sort | social media engagement in shaping green energy business models |
| topic | sustainable business models energy sector social media engagement consumer behavior management of energy market green energy |
| url | https://www.mdpi.com/1996-1073/15/5/1727 |
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