Abstract
Saudi Arabia is a major crude oil producer and exporter, making its oil market vital to the global energy system. The Kingdom's large oil reserves, strategic location, and OPEC membership affect global oil prices and supply (OPEC 2024). Social media has changed communication, marketing, and consumer behaviour in Saudi Arabia. Consumer Complaint Behaviour is how Saudis convey product or service displeasure. Cultural, economic, and technical variables affect Saudi CCB. While service deficiencies at petroleum retail facilities are widespread, CCB remains disproportionately infrequent. Social media is witnessing these complaints, prompting firms to monitor and address them (Stieglitz et al., 2018). The analysis in this paper is based on 6 Saudi retail qualitative interviews. These users complain about retail, hotel, and energy services on X. Primary findings showed that Twitter (X) was the most popular medium owing to its accessibility and immediacy, with rapid responses and transparent communication fostering confidence. Participants stressed professional profiles, post timeliness, and influencers to boost exposure and interaction. The investigation showed how complaints may be used for positive branding and provided tips for consumer interactions.