Drivers of Social Media Engagement on Organizational Communication on Sustainable Technological Innovation: Insights From Developed and Developing Countries

Understanding how the public engages with messages from organizations is key to getting people to adopt sustainable technological innovation. This study looks at what drives social media interactions with sustainable technological innovation content in both developed and developing countries using language processing, econometric modeling, and machine learning. The study chose hydrogen fuel cell vehicles as an example. By studying large amounts of social media data, the research finds important themes and factors that shape public engagement. The results show that an ideal balance between simple text and technical information leads to higher engagement. Engagement trends vary by region: short-term issues attract more attention in developed countries, while both short- and long-term energy topics appeal to developing countries. Emotional factors like trust and fear play a big role in engagement across different settings. The study provides insights into how messages from organizations can influence public attitudes toward new sustainable technologies. It also gives practical tips to improve content and boost engagement. This way, organizations and policymakers can make better decisions that promote sustainable technology. Overall, the research helps us understand how communication affects the public's interest in renewable energy.