Skip navigation

Examining consumer-brand relationships in the UK energy sector: A social media perspective

Examining consumer-brand relationships in the UK energy sector: A social media perspective

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Ukpabi, Dandison and Olaleye, Sunday (2018) Examining consumer-brand relationships in the UK energy sector: A social media perspective. In: Advance: a SAGE preprints community. SAGE, pp. 1-10. ISBN 978-1908063434

PDF (Author Accepted Manuscript)
21529 MOGAJI_Examining_Consumer-Brand_Relationships_in_the UK_Energy_Sector_2018.pdf - Accepted Version
Available under License Creative Commons Attribution.

Download (89kB) | Preview


With social media transforming how customers interact with brands, this study explores the consumer –brand relationship in UK energy sector which has a reputation for lack of trust by customers. Using user-generated contents on Facebook pages of the ‘big six’ UK energy companies, the study qualitatively operationalised and applied three consumer-brand relationships construct, exploring the interplay between the brands and the consumer. Findings revealed various indications of brand trust, satisfaction and affiliation but overall customers are not satisfied with their relationship with energy companies, they want to know there is a brand on their side, who takes an interest in their complaints and is willing to help them out. There were forms of engagement and a sense of attachment through brand icons and winning prizes through competition. The consumers found social media a more accessible, cheaper, faster means of communicating, they often offer compliments, complain or requests for assistance. The study extends understanding of energy brands and consumer relationships and advances knowledge on the emerging research approach of thematic analysis; by extracting and analysing consumer comments on social media.

Item Type: Conference Proceedings
Title of Proceedings: Advance: a SAGE preprints community
Additional Information: Conference held from 3rd-5th July, Stirling University, Stirling, Scotland.
Uncontrolled Keywords: Energy company, UK, social media, thematic analysis, brand relationship, brand
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 02 Sep 2019 11:35
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None

Actions (login required)

View Item View Item


Downloads per month over past year

View more statistics