Purpose – This paper aims to provide an in-depth evaluation of how German and Austrian utilities use Facebook to engage stakeholders, including a look at the objectives pursued with the use of Facebook, addressed stakeholders as well as the provided information. German and Austrian utility...

Purpose German, Austrian and Swiss utilities are confronted with radical changes in the European energy sector. A dialogue between the utility companies and their various groups of stakeholders is gaining importance. Increasingly, utilities create their own Facebook presence enabling such a...