Managing Relational Capital for the Sustainability of the Energy Sector in the Social Media

Various management models have been proposed for intangible business assets in this new digital era. However, these models do not contemplate the relationships of intangible assets in the business management, neither their impact between them. This work has two main objectives; first, to show the impact of the intangible assets that are expressed on digital media over the energy brands; and second, to prove the relationships between the emotions and experiences and the attitude of these audiences. In order to do so, a novel intangibles model is proposed, and applied over the energy sector of the IBEX35. In this scenario, we have determined that user’s experiences extracted from digital environments significantly have relationships one of the most important intangibles in its business, namely the emotion.