Green marketing applications: internet usage on public perceptions of hydraulic fracturing within the oil and gas industry
by Alan D. Smith
International Journal of Process Management and Benchmarking (IJPMB), Vol. 5, No. 3, 2015

Abstract: As the oil and gas industry explodes in the Appalachian region, the internet has become publicly engaged with a multitude of ad campaigns and informational websites - created both by industry representatives as well as non-industry related groups - dedicated to swaying the public in regard to controversial oil and gas drilling techniques, such as hydraulic fracturing. Based on the negative superiority effect, the negative propaganda geared toward undermining the oil and gas industry's operations will have a more persuasive effect on public perception and will lead to an overall negative opinion of oil and gas industry operatives. Based on an empirical study, it was suggested that the industry mount educational campaigns to counter the enormous amount of negative blogs and web-based materials found on hydraulic fracking and other oil and gas procedures.

Online publication date: Tue, 28-Jul-2015

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