Corporate Social Responsibility Communication on X: The Spanish Energy Sector

This article examines whether energy companies use corporate social responsibility communication on X to manage their reputation. A total of 1,161,538 messages directed at the six Spanish energy companies listed in MERCO and 568,677 messages issued by them were analyzed using natural language processing, network theory, and statistical analysis. A predominantly informative, unidirectional, and defensive communication style was observed. However, positive emotions, joy and surprise, are positively associated with reputation, whereas negative emotions, fear and sadness, are negatively correlated. Social media, as a reflection of society, enables companies to establish communication strategies aligned with stakeholder demands and to ensure their effectiveness.