Marketing Communication and Reputation Building of Leading European Oil and Gas Companies on Instagram

The overall transition towards a low-carbon economy is expected to pose a solution for several global problems, including the ongoing climate change while ensuring economic and social development. Large oil and gas companies are aware of the need to transform their business, turn to renewable and clean energy sources to build a positive image and reputation, and have the economic power to do so. This paper aims to evaluate the marketing communication of leading European oil and gas companies on their Instagram accounts in the context of reputation building through using social media and identify to what extent the companies reflect the environmental aspects of corporate social responsibility. Content analysis and the Social Blade tool were used to examine the marketing communication of the five biggest companies by revenue. All the companies are active on Instagram, but it has been found that the Russian companies have remained inactive and have even been losing followers since March 2022, when the war conflict in Ukraine started. Surprisingly, Shell uploaded only a few posts during the reference period but is recognized as the company achieving the highest social media effectiveness. Although all observed oil and gas companies continue their business as usual, they incorporate and communicate efforts to support the development of electromobility, clean and renewable energy projects, as well as ecological projects.