Quantitative analysis of social media use in the energy and resources sector: national comparison and sector analysis

Abstract

This study investigated the current situation of social media adoption in the energy and resources sector, the preferred social media platforms in the energy and resources sector, and the reasons for the differences between these preferred platforms. In this study, quantitative analysis method was adopted, and we used Excel and SPSS for data collection and data analysis. Through the investigation of 262 companies, all companies maintained a strong online presence through corporate websites, email contacts, and various social media platforms. However, the adoption and use of social media platforms differed among countries. Linear regression analysis revealed that companies should constantly update their relevant information on social media platforms to increase their followers, improve their influence and popularity, and achieve better interaction with stakeholders. Through quantitative analysis, it was found that companies in the energy and resources sector should maintain a strong online presence. These companies should choose specific social media platforms according to their target audience. Because some platforms are more suitable for specific purposes, companies should pay attention to the different designs and functions of each social media platform. Future research should focus on the use of social media in B2B marketing by companies operating in the energy and resources sector.