Examining Consumer-Brand Relationships in the UK Energy Sector A Social
Media Perspective
Abstract
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.