Social Media Engagement in Shaping Green Energy Business Models

Abstract

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.