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Article
Publication date: 6 August 2020

Bodo Lang, Rebecca Dolan, Joya Kemper and Gavin Northey

This paper defines prosumers in light of the COVID-19 crisis and other contexts. It addresses how prosumers helped overcome challenges caused by COVID-19 and is the first…

Abstract

Purpose

This paper defines prosumers in light of the COVID-19 crisis and other contexts. It addresses how prosumers helped overcome challenges caused by COVID-19 and is the first paper to develop a taxonomy of prosumers, their differentiating characteristics and the degree to which they are useful in overcoming the challenges of COVID-19.

Design/methodology/approach

We conducted a literature search of the prosumer literature using the Web of Science and Scopus databases.

Findings

This study solves a definitional dilemma of prosumers and develops six prosumer archetypes displaying the nuances of prosumers. The study shows that the six prosumer archetypes vary in their usefulness in addressing challenges caused by COVID-19. The findings demonstrate the micro (individual), meso (organizational) and macro (societal) benefits offered by prosumers in times of crises.

Research limitations/implications

This study has some clear implications for the prosumer literature, the services literature and the crisis literature by clarifying the role of prosumers in times of crisis.

Practical implications

This paper offers several implications at the micro (individual), meso (organizational), and macro (societal) levels that are offered by prosumers in times of crises. The benefits of prosumers afford individuals, service practitioners and other organizations ways to remain resilient and strong in the face of significant crises such as COVID-19.

Originality/value

This paper makes three specific contributions. First, it contributes to the service literature by highlighting the role and value of prosumers in crises, an area currently under-researched. Secondly, it developed six prosumer archetypes displaying the nuances of prosumers, contributing to the prosumer literature by sharpening the focus of this versatile phenomenon and demonstrating the differential value of each type of prosumer in times of crises. Lastly, the study advances the prosumer literature by resolving the definitional dilemma of prosumers and by providing a broad, yet specific definition of prosumers that captures the different perspectives evident in the prosumer literature.

Details

Journal of Service Management, vol. 32 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 11 November 2014

Sabina Seran (Potra) and Monica Izvercian

The purpose of this paper is to develop a new enriched approach regarding the prosumer concept and a framework for efficient managerial decision, making use of prosumer

Abstract

Purpose

The purpose of this paper is to develop a new enriched approach regarding the prosumer concept and a framework for efficient managerial decision, making use of prosumer innovative potential.

Design/methodology/approach

Based on relevant literature sources, this paper takes the prosumer concept one step further from usual interpretations suggesting its innovative potential for companies which adequately address this issue. Depending on their own objectives, the domain limitations and the creativity they are allowing regarding specific activities or campaigns, companies can open up and develop prosumer co-creation strategies.

Findings

The authors develop a new prosumer understanding of value co-creation and design prosumer-oriented marketing strategies as a starting point for important decision making and complex marketing campaign creation in an always changing environment.

Originality/value

The research contributes to the existing knowledge on prosumerism, being at the same time valuable for managers, especially in the marketing domain. Marketing corporate specialists do not have guidelines on how to understand, relate and engage these new consumers in corporate activities and therefore loose a potential creative external partner and a significant competitive advantage.

Details

Management Decision, vol. 52 no. 10
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 9 March 2015

Jennifer Chandler and Steven Chen

The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The…

Abstract

Purpose

The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors re-examine the contributions of prosumers to service experiences with the intent of clarifying how prosumers act as co-creators of value. The second purpose of this study is to clarify the underlying motivations for prosumers’ participation in co-creation/service experiences. The authors assert that high-quality service experiences require service researchers and managers to better understand prosumers and their motivations.

Design/methodology/approach

Through a qualitative investigation, the authors examine prosumers and their social motivations – from a service experience perspective.

Findings

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. This is because prosumers are motivated by both individual and social factors that arise from their personal lives, not necessarily by desires to participate in firms’ production processes. The authors seek answers to the following research questions: What are the social motivations of prosumers? How do prosumers co-create value through creative outputs?

Research limitations/implications

The findings suggest that firms do not solely motivate co-creation and, more specifically, prosumption; rather, these are motivated by factors in the personal lives of consumers.

Practical implications

The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. Service design and management should account for and accommodate prosumers.

Originality/value

This interdisciplinary paper integrates literature from design, marketing, service, and management to provide theoretical underpinnings of a qualitative study into the social motivations of prosumers from a service experience perspective.

Details

Journal of Service Theory and Practice, vol. 25 no. 2
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 16 November 2020

Azizat Olusola Gbadegesin, Yanxia Sun and Nnamdi I. Nwulu

Storage systems are deemed to be unable to provide revenue commensurate with the resources invested in them, thus discouraging their incorporation within power networks…

Abstract

Purpose

Storage systems are deemed to be unable to provide revenue commensurate with the resources invested in them, thus discouraging their incorporation within power networks. In prosumer microgrids, storage systems can provide revenue from reduced grid consumption, energy arbitraging or when serving as back-up power. This study aims to examine stacking these revenue streams with the aim of making storage systems financially viable for inclusion in prosumer microgrids.

Design/methodology/approach

With the aim of reducing self-consumption and maximising revenue, the prosumer microgrid incorporating hybrid energy storage systems (HESS) and solar PV power is solved using the CPLEX solver of the Advanced Interactive Multidimensional Modeling Software (AIMMS). The financial analysis of the results is carried out to provide the payback periods of different system configurations of the prosumer microgrid.

Findings

The findings reveal that the payback period of the three HESS when minimising grid expenses during self-consumption alone and when compared with stacked revenue streams shows an improvement from 4.8–11.2 years to 2.4–6.6 years. With stacked HESS revenues, the supercapacitor-lithium ion battery HESS gave the shortest payback period of 2.31 years when solar PV power is at 75% penetration level.

Originality/value

Existing literature has considered revenue streams of storage systems at the electrical power transmission and distribution levels, but not for prosumer microgrids in particular. This study has captured these benefits and verified the profitability of stacking revenue from HESS to prosumer microgrids, using a case study.

Details

Journal of Engineering, Design and Technology , vol. 19 no. 5
Type: Research Article
ISSN: 1726-0531

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Article
Publication date: 10 August 2020

Mohammed Alhashem, Caroline Moraes and Isabelle T. Szmigin

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its…

Abstract

Purpose

This paper aims to examine how prosumption manifests in an online community, Instructables.com, and its value for those who engage with it. The paper emphasizes its distinctiveness compared to similar phenomena, particularly co-creation.

Design/methodology/approach

This work uses a netnography-informed research approach, involving Instructables community observations, participation and 15 online interviews with members of the community.

Findings

Prosumption provides personal benefits including hedonic elements of enjoyment and fun, functional elements of monetary saving and self-sufficiency, and cognitive benefits such as problem solving and learning. Further, extra-personal benefits include community-, environment-, market-, family- and friends-oriented benefits.

Research limitations/implications

Personal and extra-personal prosumption benefits generate use and social value, progressing understanding of value through a type of prosumption that the authors term peer-to-peer.

Practical implications

An understanding of the differences among concepts can set expectations, responsibilities and opportunities for both firms and prosumers in an increasingly collaborative marketplace.

Originality/value

By critically analyzing the nature of value through a particular kind of prosumption, the paper makes three theoretical contributions. First, it transforms and broadens the scope of empirical research by clarifying critical distinctions between co-creation and prosumption and establishing them as higher-order concepts. Second, the paper determines the benefits, use and social value participants derive from particular forms of participation in the marketplace. Finally, the paper establishes a new concept, namely peer-to-peer prosumption, which the authors define as a type of prosumption that prioritizes collective, peer-to-peer use and social value over exchange value. The paper contributes to marketing literature on the ongoing evolution of consumer roles and participation in the marketplace, by furthering theorization in this field.

Details

European Journal of Marketing, vol. 55 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 June 2017

Monica B. Fine, John Gironda and Maria Petrescu

Prosumers” (combining “producer” and “consumers”) describes consumers’ ability to openly share their product/service experiences and thereby drive sales and digital…

Abstract

Purpose

Prosumers” (combining “producer” and “consumers”) describes consumers’ ability to openly share their product/service experiences and thereby drive sales and digital marketing. Understanding what motivates active prosumers to engage in electronic word-of-mouth (eWOM) and share or review their hotel experiences online can help organizations empathize with consumers and use their messages to co-create value. Identifying prosumers’ motivators can enable companies to properly target them as resources for review or consumer feedback studies. This paper aims to investigate the influence of motivators (intrinsic and extrinsic), service quality and age on consumers’ eWOM communication behaviors.

Design/methodology/approach

A panel of 204 travelers was surveyed regarding their hotel travel experiences, propensity to write online reviews, preferred review-writing platform, motivations for writing reviews and impressions of service quality. To test the hypotheses, a multivariate regression analysis was performed with eWOM as the dependent variable. Differences in eWOM as a function of preferred review platform were also tested using ANOVA, with a multiple comparison analysis that underlines the differences between prosumers who prefer different types of review platforms and their eWOM behaviors.

Findings

Both intrinsic and extrinsic motivators, as well as service reliability, had a significant influence on eWOM behavior, while service tangibility had a negative relationship. Additionally, prosumers’ engagement in eWOM about their hospitality experience differed according to their preferred review platform.

Research limitations/implications

The findings of the analysis underline the importance of consumer motivations and of satisfaction with service quality in the context of digital review behavior. For marketing and hospitality research, this shows the benefits of including not only individual characteristics and demographics when analyzing review behavior but also elements such as perceptions of service quality. Given the differences in how the dimensions of service quality affect consumers’ engagement in online review behavior, this represents a very important topic for research and can be included in future studies that analyze the consumer review behavior model.

Practical implications

Regarding the implications for practitioners, this study highlights the important role played by consumer satisfaction with service in the hospitality industry and its effect on their involvement in online reviews. Managers should be focused constantly on offering great service to their guests, while, at the same time, offering them motivations to engage in posting positive reviews about their vacation. Moreover, as the results of this study imply that various dimensions of service quality have a different impact, managers should focus especially on the aspects that consumers consider important and constantly include in their reviews, such as the tangibles dimension. The results of this study also have the potential to provide to businesses more information to improve the social aspects of vacationing, which can not only improve perceptions about service quality but can also have a positive influence on consumers’ motivations.

Originality/value

This paper develops a better understanding of what motivates people to engage in the eWOM communication behavior of writing online hotel reviews, by showing the effect of consumer motivations and service quality variables on prosumers’ engagement in online review behavior.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 2
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 23 August 2019

Syed Hamad Hassan Shah, Shen Lei, Muhammad Ali, Dmitrii Doronin and Syed Talib Hussain

Over the past decade, the term prosumption (denoting simultaneous consumption and production) has exhibited a dramatic increase in frequency of use in publications in the…

Abstract

Purpose

Over the past decade, the term prosumption (denoting simultaneous consumption and production) has exhibited a dramatic increase in frequency of use in publications in the social sciences and business studies. This paper aims to explore the current state of research into prosumption, particularly related to marketing.

Design/methodology/approach

This study systematically reviews papers on prosumption extracted from the Web of Science, using two bibliometric analyses on 20 years of data: citation counts from HistCite and bibliographic coupling and cartography analysis from the visualization of similarities software VOSviewer. A total of 75 papers on prosumption were found from the period 1997-2017, and the most influential authors, articles, journals, institutions and countries among these were determined. Furthermore, bibliographic coupling and most co-occurrent keywords in the title, keywords and abstracts were found.

Findings

This study found that the USA and the UK were the most influential among prosumption publications. Ritzer was the most prominent author and Journal of Consumer Culture was the top-ranking journal. Three clusters were found using bibliographic coupling and cartography analysis: prosumer and co-creation, prosumer and user-generated content and prosumer and informational capital.

Research limitations/implications

This analysis provided a basis for conceptualizing publications on prosumption related to business and sociology in the discipline of marketing. Content analysis found that prosumption research in marketing is in early stages: little quantitative study has been conducted yet. Researchers have not yet constructed a quantitative measure for prosumption.

Practical implications

Business firms can engage prosumers to gain market share and competitive advantage, especially relative to value co-creation, with near-zero marginal cost.

Originality/value

This may be the first bibliometric analysis and systematic review of prosumption research in marketing studies. The achievements of this paper open new avenues for other prosumption researchers.

Details

Kybernetes, vol. 49 no. 3
Type: Research Article
ISSN: 0368-492X

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Article
Publication date: 1 June 2015

Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor David Menéndez-Benito

– The purpose of this paper is to explore customer engagement in Twitter via data mining.

Abstract

Purpose

The purpose of this paper is to explore customer engagement in Twitter via data mining.

Design/methodology/approach

This study’s intended contributions are twofold: to find a clear connection among customer engagement, presumption, and Web 2.0 in a context of service-dominant (S-D) logic; and to identify social networks created by prosumers. To this end, the study employed data mining techniques. Tweets about IKEA were used as a sample. The resulting algorithm based on 300 tweets was applied to 4,000 tweets to identify the patterns of electronic word-of-mouth (eWOM).

Findings

Social networks created in IKEA’s tweets consist of three forms of eWOM: objective statements, subjective statements, and knowledge sharing. Most objective statements are disseminated from satisfied or neutral customers, while subjective statements are disseminated from dissatisfied or neutral customers. Satisfied customers mainly carry out knowledge sharing, which seems to reflect presumption behavior.

Research limitations/implications

This study provides partial evidence of customer engagement and presumption in IKEA’s tweets. The results indicate that there are three forms of eWOM in the networks: objective statements, subjective statements, and knowledge sharing. It seems that IKEA successfully engaged customers in knowledge sharing, while negative opinions were mainly disseminated in a limited circle.

Practical implications

Firms should make more of an effort to identify prosumers via data mining, since these networks are hidden behind “self-proclaimed” followers. Prosumers differ from opinion leaders, since they actively participate in product development. Thus, firms should seek prosumers in order to more closely fit their products to consumer needs. As a practical strategy, firms could employ celebrities for promotional purposes and use them as a platform to convert their followers to prosumers. In addition, firms are encouraged to make public how they resolve problematic customer complaints so that customers can feel they are a part of firms’ service development.

Originality/value

Theoretically, the study makes unique contributions by offering a synergic framework of S-D logic and Web 2.0. The conceptual framework collectively relates customer engagement, presumption, and Web 2.0 to social networks. In addition, the idea of examining social networks based on different forms of eWOM has seldom been touched in the literature. Methodologically, the study employed seven algorithms to choose the most robust model, which was later applied to 4,000 tweets.

Details

Internet Research, vol. 25 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 5 July 2013

Beth Sundstrom

Theories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The…

Abstract

Purpose

Theories of prosumption offer social marketers an opportunity to improve market segmentation strategies and health campaigns by improving understanding of audiences. The purpose of this paper is to provide a framework to understand how women produce and consume ideologies of pregnancy.

Design/methodology/approach

A total of 19 pregnant women ages 24‐38 years completed qualitative, in‐depth interviews. Data analysis included a grounded theory approach and constant‐comparative method using open and axial coding to reduce the data and identify themes across the data.

Findings

This study addressed prosumption in three meaning‐making sites: the physiological basis of pregnancy; perceptions of medicine and the biomedical model during pregnancy; and perceptions of media surrounding pregnancy.

Research limitations/implications

This study applied prosumption theory in a new social context: pregnant women. Findings articulate the importance of gender and the necessity of incorporating women's lived experiences into theories of prosumption.

Practical implications

Social marketers benefit from improved understandings of pregnant women's body identity, perceptions, and opportunities for empowerment and agency in reproductive health. The proposed “purist pregnant woman” myth impacts effective strategies in social marketing and health communication campaigns. Findings suggest that pregnant women may serve as a receptive audience for a range of health issues.

Social implications

This study extends our understanding of prosumers, suggesting that prosumption of pregnancy reduces alienation, humanizes and demedicalizes health care and the birthing process.

Originality/value

This study offers theoretical and practical implications for social marketing and health communication campaigns to improve pregnancy health outcomes through an improved understanding of prosumers.

Details

Journal of Social Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 10 December 2018

Sam Halassi, Janjaap Semeijn and Nadine Kiratli

Recent technological advances in three-dimensional printing (3DP) may disrupt traditional manufacturing and logistics processes. Because the increasing availability of 3DP…

Abstract

Purpose

Recent technological advances in three-dimensional printing (3DP) may disrupt traditional manufacturing and logistics processes. Because the increasing availability of 3DP service centers, affordable 3D printers, and online platforms empower consumers to design and print objects at home, companies must determine the motives that lead consumers to become prosumers so that they can establish appropriate business models and supply chains. Accordingly, the purpose of this paper is to identify factors that drive consumer acceptance and use of 3DP technologies.

Design/methodology/approach

The explanatory conceptual framework, based on the extended unified theory of acceptance and use of technology, undergoes empirical testing with a sample of 196 3DP consumers who participated in an online survey.

Findings

Facilitating conditions, hedonic motivation and a do-it-yourself mentality are key determinants of consumer acceptance and use intention of 3DP technology.

Practical implications

Companies can use these insights about consumers’ motivation to determine whether their use of 3DP technology threatens current business models or supply chains. In turn, they can develop new ideas about how to adapt these features, as well as identify opportunities for new revenue streams.

Originality/value

Unlike most extant literature on 3DP in manufacturing and logistics domains, this study takes consumers’ point of view to shed light on an issue typically investigated from an operations management perspective.

Details

International Journal of Physical Distribution & Logistics Management, vol. 49 no. 2
Type: Research Article
ISSN: 0960-0035

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