Social Media Management for Consumer Awareness and

Faculty of Computer Science and Management

Ph.D. Dissertation

Social Media Management for Consumer Awareness and

Acceptance of Smart Meters

Yash Chawla

Supervisor: dr hab. inż. Grzegorz Chodak, prof. PWr

Auxillary Supervisor: dr Kamila Ludwikowska

Wrocław, 2020

and I say “Why not?”

GEORGE BERNARD SHAW

Nobel Laureate in Literature

Innovations are entering the market so rapidly that managing these innovations and ensuring that consumers are aware of its full potential, is a huge challenge. Energy markets, around the world, have been experiencing significant changes and an influx of innovative technologies, such as Electricity Smart Meters (SM), which are an inte- gral element of Smart Grids (SG). This study explores the consumer willingness and acceptance of SM, their preferred communication channels and recommends a social media management plan that would be effective for enhancing diffusion of SM. Results derived through an empirical survey among social media users, in four countries, show that there is still a lack of knowledge about SM among consumers and more marketing communications are required to facilitate the acceptance of SM. Social media can play a major role in these marketing communications and its effective strategy has also been discussed with empirical evidences and experiments in real business environment.

This work was partially supported by the following two projects funded by the National Science Center (NCN, Poland)

• Logistics, trade and consumer decisions in the age of the Internet (Grant no. 2018/29/B/HS4/02857; PI: Prof. David Ramsey)

• Segmentation of electrical energy consumers using the stage-change model:

Analysis of factors enhancing adoption of demand side management tools

(Grant no. 2016/23/B/HS4/00650; PI: Prof. Anna Kowalska-Pyzalska)

Contents

1 Introduction 3

1.1 Motivation . . . 3

1.2 Aims and research objectives . . . 4

1.3 Methodology . . . 5

2 Innovation and Marketing 7 3 Summary of results and core articles 9 3.1 Consumers and Smart Meters . . . 9

3.1.1 RO1. Consumers’ awareness and willingness regarding SM . . . 10

3.1.2 RO2. Sources of Information and Communication Channels . . . 13

3.1.3 Publication Details (Papers 1-4) . . . 14

3.2 Social Media Effectiveness and Management . . . 15

3.2.1 RO3. Effectiveness of different content types on social media . . . 16

3.2.2 RO4. Social Media Management for SM . . . 17

3.2.3 Publication Details (Papers 5-7) . . . 19

3.3 Auxiliary results . . . 20

4 Conclusions 23

Acknowledgements 25

Bibliography 27

Appendix A: Papers 1-7 33

Appendix B: Co-authorship declarations 193

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Chapter 1 Introduction

1.1 Motivation

The 21

century has been deemed as the new age of innovation, where sustainability is one of the key issues that are to be addressed. Innovations are entering into the market so rapidly that managing these innovations and ensuring that consumers are aware of its full potential is a huge challenge. One of the key issues, for managing innovation, is the innovation itself and the concurrence between technical and social elements of innovation (Xu et al., 2007). The social elements or social acceptance is a very important determinant for the smooth diffusion of any innovation in the market (Gouws and Van Rheede van Oudtshoorn, 2011). There are several models which study the diffusion of innovation, from which Roger’s model for innovation diffusion is one of the most widely used (Rogers, 2003). This model puts particular emphasis on communication channels, which are used to market the innovations to the consumers.

Different users have different preferences of communication channels, even more so in this age of advanced information technology and the internet (Danaher and Rossiter, 2011).

The sector of information technology, highly driven by innovation, has directly or indirectly influenced all walks of life (Ma et al., 2014). The beginning of the 21

century has seen an exponential growth in the number of internet users, with the current global user base of over 4.5 billion. Businesses have adopted new business models that allow them to utilize the opportunities that the internet has to offer (Wielki, 2010).

Evolution of social media, with this huge penetration of internet services, has given the general population and businesses, an effective and cheap tool to communicate worldwide. As of 2020, the global number of social media users stand at over 3.8 billion (Kemp, 2020). Social media has been widely used for businesses to market their products and services to the consumers globally and is highly important from the aspect of direct marketing in today’s digital economy (Unold, 2003). Social media is very effective in generating personalized social influence, which enhances the effect of information diffusion and raising public awareness (Booth and Matic, 2011). In some sectors, such as e-commerce, the use of social media is quite high, whereas, in sectors, such as ’energy markets’, there is still scope for large improvement (Accenture, 2015).

Energy markets, around the world, have been experiencing significant changes and an influx of innovative technologies, such as Electricity Smart Meters (SM), which are an integral element of Smart Grids (SG) (Verbong et al., 2013; Faruqui and Sergici, 2010). Soon, electricity will become a technology that is tangible and would require

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the attention and decision-making from consumers (Kowalski and Matusiak, 2019).

In 2009, the Electricity Directive of the European Commission 2009/72/EC, stated that all EU Member States should roll out SM to at least 80% of consumers by 2020.

One of major motives behind this was to draw consumer engagement in the energy markets and was subject to the cost benefit analysis. Consumers active engagement in the energy markets, through SM, would provide a demand side response to bal- ance the grids and can help save energy (Soroczy´nski and Szkutnik, 2015). Usage of SM would also provide additional facilities to consumers, such as switching between suppliers, resulting in a more competitive market and lower tariffs (British Infrastruc- ture Group of Parliamentarians, 2018), and can also be looked at as a step closer to consumers gaining more control of their energy consumption (Kowalska-Pyzalska and Byrka, 2019; Weron et al., 2018). However, a number of researchers have expressed concerns regarding the low level of knowledge and engagement towards SM, such as new solutions in the energy markets (Claudy et al., 2010; Verbong et al., 2013; van der Werff and Steg, 2016; Ellabban and Abu-Rub, 2016). Raising the knowledge or aware- ness regarding SM would lead to higher acceptance and engagement among consumers (Kowalska-Pyzalska and Byrka, 2019).

There have been several studies in the literature that have analyzed consumer aware- ness and acceptance of SM (as discussed in detail in Chawla and Kowalska-Pyzalska (2019); Chawla et al. (2019b,c, 2020)), but there is a gap in the literature when it comes to studies being conducted among social media users. Social media has been proven to be effective for raising awareness of consumers and also for generating so- cial influence that increases the acceptance of innovation (Booth and Matic, 2011).

Moreover, social media users have been found to be early adopters of technology and possess the power to influence the early majority (Droge et al., 2010; Lipschultz, 2017;

Khamis et al., 2017). Hence, studying the factors affecting the awareness, acceptance and preferences of social media users, regarding SM, would provide insights to energy companies on how to manage their social media accounts and enhance the diffusion of SM. A combination of all these factors motivated us to study social media management for consumer awareness and acceptance of smart meters.

The remainder of the thesis is structured as follows. In Sections 1.2 & 1.3, of Chap- ter 1, the aims, objectives and methodology are discussed briefly. Thereafter, in Chap- ter 2, the objectives of this thesis are discussed with regard to the two sub-disciplines of management sciences, innovation management and marketing. In Chapter 3, the detailed results, with regard to each objective and the corresponding publications, are described. In Chapter 4, the summary of main results and the drawn conclusions are presented. Finally, the Appendices that follow the Bibliography include the 7 papers constituting the thesis and scanned co-authorship declarations for these papers.

1.2 Aims and research objectives

The main aim of this thesis is to highlight the factors for social media management, which can enhance consumer awareness and acceptance of smart meters. To cater to this aim, the following objectives have been set. These objects are interesting from the point of view of basic research, as well as for their managerial or practical implications.

• RO1: To investigate the attitudes, preferences and fears, regarding aware-

ness, willingness and acceptance of SM, among social media users.

• RO2: To explore the various sources of information regarding electricity in general and SM in particular.

• RO3: To test the effectiveness of different types of content on social media and device metrics, through which managers can interpret the results of their campaigns.

• RO4: To create a social media management plan that would be useful for energy companies to enhance the diffusion of SM.

The first objective particularly concentrates on class of audiences that have pre- viously not been studied in the literature, being the social media users. There are several studies in the literature regarding consumer willingness and acceptance of SM (see e.g. Krishnamurti et al., 2012; Ellabban and Abu-Rub, 2016; Chou and Yutami, 2014; Rocha, 2016), but none of which have been conducted among social media users.

There were similar studies conducted among social media users in other sectors, such as acceptance of renewable energy (see e.g. Boutakidis et al., 2014), which encouraged further study for SM.

The second objective compliments the first one, being the sources of information looked at, through which the consumers (who are social media users), receive their information for electricity, in general, and SM, in particular. Although these are social media users, the proposed hypothesis was that they would also prefer to receive SM re- lated information from multiple sources. It was also interesting to see how preferences of different communication channels would affect the preference, fears and acceptance of SM among consumers.

In the third objective, through independent experiments, recommendations for the type of content and web-link placements for the social media content were made. In this part, metrics for measuring the effectiveness of social media promotions were defined, which can be used for researchers or managers. Finally, the fourth objective would be directly associated with the results of the first three objectives. The social media management plan was outlined for positively affecting the consumer willingness and acceptance of SM.

1.3 Methodology

The whole research was divided into two parts as shown in Figure 1.1. First part, which

concentrated on SM (the innovation) and, the second, on social media (the marketing

medium). In the first part, an empirical survey was carried out among social media

users in four countries, Poland, Portugal, Indonesia and Turkey, for obtaining the re-

sults pertaining to objectives, 1, 2 & 4 (partly). In total, 2047 responses were collected

from these four countries (more details are discussed in Section 3.1). The data obtained

was analyzed using Tobit, Probit and Logit regression models (for detailed descriptions

see Papers 1-4 in Appendix A), to understand the significant factors effecting the pref-

erences, concerns, attitudes, awareness and willingness about SM. Thereafter, using

Student’s T-test, the correlations between the variables and communication platforms

(both conventional and social media) were found. This was done to recognize the mar-

keting content that would be useful for the specific platform, which was being consid-

ered (see Paper 2). In the second part, two empirical experiments were carried out in a

real business environment for fulfilling the objectives 3 & 4 (partly). In the first exper-

iment, organic and paid promotions of different types of content was carried out on the

Facebook fan page of a Polish business and observations were recorded. Using various metrics for social media marketing effectiveness, the observations were analyzed (for a detailed description see Paper 5). The second experiment was an extension of the first, where only organic promotions of posts, with different link placements, was car- ried out on the Facebook fan page of the same Polish business. Observations recorded were analysed using simple linear regression and social media metrics (for a detailed description see Paper 6).

Figure 1.1: Research Framework

Chapter 2

Innovation and Marketing

There has been a wide debate in the literature about the position of ’Management Sciences’ as a scientific discipline and it’s sub-disciplines (Cyfert et al., 2014; Sudoł, 2016). Various organizations, based on different factors, have given wide range of sub-disciplines for management sciences. The European Academy of Management (EURAM) created 13 strategic interest groups covering a wide and transversal man- agement discipline (EURAM, 2009). Academy of Management (AOM), USA, has divided management into 25 disciplines, represented by divisions and interest groups (AOM, 2010). These groups were primarily created on the basis of member interests and to group professional interaction and involvement. Cyfert et al. (2014), defined 21 sub-disciplines within the principal discipline of Management Sciences and elaborated on the scope of each division, based on scientific literature. This thesis was concerned with two out of these 21 sub-disciplines, Innovation Management and Marketing Man- agement, as shown in Figure 2.1, hence, it can have its place in the Management Sci- ences discipline.

There are several aspects of innovation management. From its essence, the ty- pology and source, to the management models and commercialization of innovation (Cyfert et al., 2014), researchers have found definitive proof of an innovation’s posi- tive performance and success with the application of innovation management processes (Tidd and Thuriaux-Alemán, 2016). There has been extensive research in innovation management, which covered the synergistic patterns between product and processes (Xu et al., 2007). More focus was given to the technical aspect of it, whereas, the so- cial elements were not highlighted equally. Among the various concepts of innovation management, consumer adoption is one of the key social elements for an innovation’s success in society (Rogers, 1962). All consumers are not the same and have different tendencies towards accepting innovation. The literature regarding consumer adoption of innovation has largely relied upon the four elements given by Rogers (2003), the innovation itself, communication channels, time, and a social network (system).

The innovative product, in this thesis, was Smart Electricity Meters (SM), which has been deemed as one of the biggest innovative developments in the energy markets which is indispensable (Van Gerwen et al., 2006). The consumer was concentrated on in this case, being the social media users, and were known in the literature as early adopters of innovative communication technology, possessing the potential to influence the early majority (Droge et al., 2010; Lipschultz, 2017). This constitutes two of the five groups of consumers segmented by Rogers (2003), innovators, early adopters, early majority, late majority and laggards. Communication channels are the link to

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Figure 2.1: Management Science and its sub-discipline, addressed in this thesis.

Adapted from: Cyfert et al. (2014)

marketing management, where social media platforms and consumer preferences, in terms of other communication platforms, were focused on and checked.

Marketing management has also seen a huge shift with the evolution of the internet

and social media. There has been a major focus shift onto the customers, the ben-

efits of a product or a service and knowledge resources (Webster Jr, 2005). For the

energy sector, Nakarado (1996), had highlighted the importance of marketing man-

agement and understanding prospective consumers of new technologies. In recent

years, catching up with the global trends, energy companies have also started using

social media and other digital media for reaching out to consumers. However, their

efforts have not yet reached critical masses. Management of social media and other

digital media marketing for the energy sector is an important area of investigation,

as the consumers become more habituated to modern information and communica-

tion technologies (Barrios-O’Neill and Schuitema, 2016). Researchers have studied

marketing management for the energy sector, in terms of communication management

for the public sector and the need to update strategies for the diffusion of information

among consumers (Bogdal, 2013), effects of the community based marketing and lack

of proper information (Streimikiene and Vveinhardt, 2015), requirements for market-

ing strategies to be tailored for specific groups of consumers (Hille et al., 2019) and

the need for energy companies to put in more effort for marketing and communicating

with the consumers (Gong et al., 2019). This thesis caters to these challenges empha-

sized in the literature, and enrich the literature in Management Sciences domain by

studying various consumer traits and attributes, as well as their role in content creation

for the diffusion of innovation.

Chapter 3

Summary of results and core articles

The thesis constitutes 7 core articles, divided into two parts. The first part, discussed in Section 3.1, consists of 4 articles (Papers 1-4, see Appendix A) and concerns of con- sumers, communication channels and smart meters. These papers were based on the analysis of survey data, collected from social media users in Turkey, Portugal, Poland and Indonesia. In each paper, the levels of awareness and willingness regarding SM were checked, as well as the various social media channels being used, sources of information regarding electricity, in general, and SM, in particular, consumer prefer- ences and concerns regarding SM. Further in Paper 1 and Paper 2, significant factors are discussed, that need to be addressed for raising awareness of consumers regarding SM. In Paper 3 and Paper 4, models were created for the willingness to accept SM under various conditions and to understand the factors that could be addressed in rais- ing acceptance of SM among consumers. Additionally in Paper 2, it was shown how marketing content for each specific communication platform can be deduced through student’s t-test for independent samples and different variances.

The second part, discussed in Section 3.2, consists of 3 publications (Papers 5- 7, see Appendix A) and describes the effectiveness of different social media content types and the recommended social media plan. In paper 5, we discussed the first experiment and its results regarding the effectiveness of image, video and album type of posts on Facebook. in Paper 6, the second experiment and its results regarding the effectiveness of organic promotions of web links on Facebook, were discussed. In both these papers, respective metrics for measuring campaign performance, were also formulated. In Paper 7, based on the literature, we discuss recommendations for social media activities for individuals, businesses as well as government.

3.1 Consumers and Smart Meters

The first part of the thesis was concentrated on the current market situation, regard- ing SM, and various consumer factors, such as their preferences willingness, concerns, awareness, behaviours, sources of information, social media channels used and so on.

This part consisted of two research objectives, RO1 and RO2, the results of which are discussed in the following sub-sections 3.1.1 and 3.1.2, respectively. Although several studies in the literature were related to the research objective RO1, there were no stud- ies found to have been conducted specifically among social media users. Moreover, the outcome of RO1 was just the first piece of the overall research, as significant fac- tors were further connected to communications channels, yielding recommendations

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for promotional content, specific to each communication channel, which has not yet been done in the literature.

The results of both these research objectives were based on empirical data, col- lected through an online survey and conducted among social media users in Poland, Portugal, Turkey and Indonesia. The number of responses collected from each country are shown in Table 3.1. The survey was first conducted in Poland, then in Portugal, followed by Indonesia and, finally, Turkey. The reason for carrying out the survey repeatedly was to evolve the questionnaire each time with the feedback received from respondents, collaborators and peer-reviewers. In the first survey conducted in Poland, there were 53 variables with no control groups, which evolved to 63 variables and two control groups in the final survey carried out in Turkey. The list of variables of each country has been included in Papers 1-4. For practical implementation of the plan stated further in this thesis, the variables described in Paper 1, are recommended to be used.

Table 3.1: Number of responses collected from each country Country Poland Portugal Indonesia Turkey Total

No. of Responses 505 518 519 504 2046

Poland and Portugal, being a part of the European Union, are mandated to fol- low the Electricity Directive of the European Commission established in 2009/72/EC.

Turkey has announced that it would be following the European Commission’s guide- lines regarding the roll-out of SM (Theron, 2015), whereas Indonesia has devised its own roll-out plan (Perindustrian, 2018). Thus, the four countries are a peculiar mix of EU counties, a country following EU policy and a country having its own independent policy. Additionally, each of these countries were found to be on similar level of SM diffusion among consumers, which was the criteria through which the countries were chosen. In each of the three countries, there was a collaboration with a local researcher, who was also the co-author for the publication for the respective countries.

3.1.1 RO1. Consumers’ awareness and willingness regarding SM

In this part of the research, the goals were: (i) to check the level of awareness regard- ing SM (see Papers 1-4)) and deduce significant factors correlating with the awareness (see Papers 1-2); (ii) to check the level of willingness to accept SM under various con- ditions (see Papers 1-4)) and deduce significant factors correlating with the acceptance (see Papers 3-4). The levels of awareness and acceptance were used to determine the need for more information dissemination. On the other hand, the significant variables deduced through modelling for awareness and willingness indicated the topics, which could appeal to the consumers for the respective objective.

In the literature, for each of the four countries, there was low level of awareness

regarding SM and its benefits (Kowalska-Pyzalska and Byrka, 2019; Ghazvini et al.,

2019; Theron, 2017; Kamarudin and Boothman, 2017). The findings re-affirmed that

there is still a lack of awareness regarding SM in these countries. Figure 3.1, shows

the portion of respondents who knew what a SM was in each of the four countries,

which emphasised that more efforts are required to raise awareness among the con-

sumers regarding SM. Through the analysis of survey results, it was found that 54.1%

of respondents in Poland, 62.7% in Portugal, 60.8% in Indonesia and 54.2% in Turkey, expressed the desire to know more details about SM. This also indicated the need for energy companies to reach out to the consumers and provide detailed information re- garding SM.

Figure 3.1: Level of awareness regarding SM among the respondents in the study from various countries.

For the willingness measure, several conditions were given to the respondents and they were asked whether they would be willing to accept SM under those circum- stances. Figure 3.2, shows the responses recorded. It can be seen that, apart from a couple of exceptions, the responses are clustered. This indicates quite similar will- ingness and acceptance conditions in all four countries. One possible reason for this similarity is that these were all social media users and were engaged with online ac- tivities that have similar attributes. However, it is essential to check the statistically significant correlations, with the responses to all the other questions, to understand the factors responsible for these results. Hence we further carried out modelling for awareness and acceptance of SM.

Modeling for Awareness and Acceptance of SM

Raising the awareness of consumers, regarding SM, would lead to a higher acceptance (Kowalska-Pyzalska and Byrka, 2019). To raise awareness or to try and convenience the consumers regarding their acceptance, it is very important to understand what at- tracts the consumer (Zhou et al., 2019). Understanding consumer expectations and preferences helps businesses to adopt the appropriate strategies to enhance the diffu- sion of products or services in the market (Fiore et al., 2017). Marketing content, created on basis of what a consumer can relate with, would attract consumers and, in turn, positively effect their decision to accept a certain message (Lee and Hong, 2016;

Guelman et al., 2015). The purpose of identifying the significant factors for awareness or acceptance of SM, is to understand the factors that the consumers can relate with, in terms of SM.

To obtain the results for significant factors effecting the knowledge / awareness

regarding SM, Logistic regression models were used to analyzed the data collected

from Turkey (shown in sub-section 4.10 of Paper 1) and from Portugal (shown in

sub-section 4.4 of Paper 2). This gave an understanding of the factors that can be

Figure 3.2: Willingness to accept SM under various conditions among the respondents

in the study from various countries. Note, that conditions De7 and De8 were not asked

to respondents from Poland, hence, their values cannot be seen in the graph, and that

De5* was asked to all the respondents in Poland, but was only asked to respondents

who knew what an SM was for Portugal, Indonesia and Turkey.

Figure 3.3: Percentage of social media users recorded in the survey and the actual users* in the report by Kemp (2019). For Poland, respondents were not explicitly asked about the social media channels, hence, the data is inconclusive and not included in the figure. Actual users* percentage, indicates the percentage of internet users using a particular social media platform in the respective countries.

addressed to increase the awareness regarding SM among consumers. To obtain the significant factors effecting the willingness to accept SM under various conditions, To- bit models were created for each condition. For data collected from Poland, six models were built (shown in sub-section 5.3 of Paper 3), whereas, for the data collected from Indonesia, eight models were built (shown in section 4 of Paper 4). It is recommended that the initial objective of the energy companies should be to raise awareness of the consumers, hence, content related to significant factors, found through modelling for awareness, should be used for content generation. Campaigns, for raising the accep- tance of SM, would complement the awareness campaign and add further value to it.

3.1.2 RO2. Sources of Information and Communication Channels

Consumers’ preferences of communication channels play a vital role in the diffusion of information, as well as addressing their concerns (Khan et al., 2013). Using multiple marketing communication channels or adopting an omni-channel strategy has become vital in the current competitive markets (Payne et al., 2017). Through the survey, re- spondents were given questions regarding the social media channels they were active on and sources through which they received information regarding electricity, in gen- eral, and SM, in particular. The responses are discussed in Papers 1-4. Additionally, respondents in Turkey and Indonesia were asked about the communication channel they would use to seek more information regarding SM (see Paper 1 and Paper 4).

Even though the study was conducted among social media users, it was found that

the consumers preferred to receive information through a variety of channels. Though

the findings and preference of communication channels are discussed in Papers 1-4 (see Appendix A), the objective within this thesis was to specifically concentrate on social media channels. Figure 3.3, shows the distribution of the percentage of respon- dents who indicated using a particular social media platform. Alongside the responses of the survey respondents, the distribution of the percentage of internet users, who used a particular social media platform in the respective countries, is shown. On average, in all the countries, each respondent was active on at least two social media platforms and 10% of respondents, indicated to be using either six or more platforms out of the eight included in the study.

This showed the users were active on multiple platforms and, because each plat- form had its own attractive features, it became important to understand which content would be attractive on particular platforms. For this purpose, significant negative co- relations, between the variables in the study and each of the social media channels, were examined. Negative co-relations between a variable and a social media platform suggested that there was scope for improving information / content addressing the par- ticular variable on the co-related social media platform. This result, took the general content suggestions, obtained from the modeling for willingness and acceptance vari- ables, towards more specificity. The detailed analysis was carried out for Portugal (see sub-section 4.5 of Paper 2), where the social media channels, as well as other conventional channels, were considered.

3.1.3 Publication Details (Papers 1-4)

• Paper 1 published as: Y. Chawla, A. Kowalska-Pyzalska, B. Oralhan (2020), Attitudes and Opinions of Social Media Users Towards Smart Meters’ Rollout in Turkey, Energies, 13(3), 732.

– JCR classification: Energy & Fuels, IF

= 2.990, MNiSW 140p.

– My contribution amounted ca. 60%. I conceived and designed the sur- vey; collaborated with the foreign author, managed the data from the re- spondents on social media; analyzed the data using Gretl and SPSS; and together with A.K-P: drafted, reviewed, edited and revised the manuscript.

• Paper 2 accepted for publication as: Y. Chawla, A. Kowalska-Pyzalska, P.D. Sil- veria (2020), Marketing and communications channels for diffusion of electricity smart meters in Portugal, Telematics and Informatics.

– JCR classification: Information Science, IF

= 3.768, MNiSW 140p.

– My contribution amounted ca. 50%. I conceived and designed the survey;

collaborated with the foreign author, managed the data from the respon- dents on social media; reviewed the literature; discussed the analyzed data;

drew out; the content recommendations and together with A.K-P: drafted, reviewed, edited and revised the manuscript.

• Paper 3 published as: Y. Chawla, A. Kowalska-Pyzalska (2019), Public Aware- ness and Consumer Acceptance of Smart Meters among Polish Social Media Users, Energies, 12(14), 2759.

– The journal is classified by the Journal Citation Reports (JCR) in cate-

gory Energy & Fuels. Its 5-year impact factor IF

= 2.990 and it has 140

points in the ranking of the Polish Ministry of Science and Higher Educa- tion (MNiSW) for years 2018-2020.

– My contribution amounted ca. 50%. I conceived and designed the survey;

collected and managed the data from the respondents on social media; re- viewed the literature; and together with the co-author: drafted, reviewed, edited and revised the manuscript.

• Paper 4 published as: Y. Chawla, A. Kowalska-Pyzalska, W. Widayat (2019), Consumer Willingness and Acceptance of Smart Meters in Indonesia, Resources, 8(4), 177.

– Scopus classification: Environmental Science: Management, Monitoring, Policy and Law, Cite Score = 2.60; MNiSW 100p.

– My contribution amounted ca. 60%. I conceived and designed the sur- vey; collaborated with the foreign author, managed the data from the re- spondents on social media; analyzed the data using Gretl and SPSS; and together with A.K-P: drafted, reviewed, edited and revised the manuscript.

3.2 Social Media Effectiveness and Management

Once the content material was derived through modeling and testing, as discussed in

section 3.1, the next step was to decide the type of content to be used. Some platforms,

such as Facebook, LinkedIn, Twitter and so on, allow for different content types to be

displayed, including images, videos, multiple photos, text, web links or combinations

of these, whereas other platforms, like YouTube, Instagram and so on, have a fixed

type of content that can be disseminated on them. Facebook is currently the 3rd most

visited site on the internet and has the largest user base among social media platforms,

with over 2.45 billion users globally (Kemp, 2020). In terms of business promotions,

89% of advertisers prefer to use Facebook (Zote, 2020). Large numbers of active users,

wide dimensions of promotion options, usability of content type and easy access to ba-

sic campaign insights, are some of the reasons for this immense popularity (Pongpaew

et al., 2017). Hence, it was decided to conduct experiments on Facebook, with a vigor-

ous experiment design and detailed recording of observations. While doing so, we kept

in mind that the same could be replicated on other platforms as well. Experiments were

conducted in real business environments, specifically, on the Facebook fan page of a

live business in Poland. Contact with energy companies was attempted in each of the

four countries, however, consent was not granted to run the experiments through their

social media handles. This remains as the future scope of research, based on the results

within this thesis. As establishing the method of conducting the experiment and calcu-

lating the performance of various post types was concentrated on, it was justifiable to

carry out the experiment on a live social media handle of a business, even though the

business belonged to a different sector. In sub-section 3.2.1, the results are discussed

of the experiments and effectiveness metrics of various types of posts. Thereafter, in

sub-section 3.2.2, the social media plan is explained, which combines the discussions

in sub-sections 3.1.1, 3.1.2 & 3.2.1.

3.2.1 RO3. Effectiveness of different content types on social media

There were two experiments conducted to fulfilling this research objective. The first experiment and results are discussed in Paper 5, and the second are discussed in Paper 6. To check the effectiveness of the different types of content, the experiment needed to first have simple measures, which would provide an understanding of the campaign performance and has also been discussed in Papers 5 & 6. In the literature, there was an observed lack of agreement about which social media marketing indicators would accurately define campaign performance (Lamberton and Stephen, 2016). Content can been seen as having three distinct aspects: quality (e.g. interactivity, vividness, edu- cation, entertainment, information), valence (e.g. emotions, tonality, rating variance), and volume (counts and volumes) (Peters et al., 2013). This study only sought to mea- sure the difference between the interaction patterns, so it concentrated on the third aspect, which is the volume. Volume related measures are easy, as observations can be recorded through the insights given by the social media platform. These measures can be treated as quality indicators, especially if the analysis is based on the observed action and mutual relations, which is what we did in the experiments. In the first exper- iment (see Paper 5 in Appendix A), three types of posts were considered, as shown in Figure 3.4, as well as constructed metrics related to goal attainment, content valence, content quality and content volume. Each could be calculated for individual post types, compared mutually and calculated for the campaign overall. Each of the metrics, for the first experiment, are described in Section 3 of Paper 5.

Figure 3.4: Three post types used in the first experiment.

The results of the experiment showed that videos (post Type 2) had a greater reach,

whereas, the images (post Type 1) had greater engagement. However, in terms of

business goals, video was arguably more effective. The results also suggested that,

even though a number of clicks were generated, they were not the desirable clicks.

Only a small portion of the clicks were on the link, which would lead the user to the landing page with more information or the product buying option, in case of this experiment. Hence, there was a need to find a more effective post type, which would take the users to the company website with more information. This led to experiment two, described in Paper 6.

In this experiment, four different post types were used, with a prime focus on web- links only. Social media is considered as a way to generate traffic for the websites (Treadaway and Smith, 2012). In the scope of this thesis, regarding SM, it was ob- served that the energy companies had good content and information regarding SM on their websites. Generating more visits by the consumers on such pages, with the use of social media, would be step in the desired direction. Organic reach through Facebook page posts, especially with a weblink, has died out in the past few years. Organic reach refers to how many people you can reach for free on Facebook by posting to your page (Boland, 2014). Facebook’s algorithm and its interpretation of posts is one of the rea- sons for the declined reach (Cooper, 2020). Through this second experiment, the focus was to examine where would the best location would be to place a weblink in a post to get the maximum organic reach possible. Links were placed in four different locations, as shown in Figure 3.5, the results of which are described in Section 4 of Paper 6.

Figure 3.5: Four different post types, based on positioning of the web links, used in the second experiment.

Results showed that, placing the link in the comment was the most effective, in terms of the majority of metrics. It also generated the weblink clicks, as desired.

Another important finding was the graph of metrics revealed the optimum time of posting, as well as the time interval between two posts. This would ensure maximum efficiency of each post, without any hindrance from the researcher’s activities.

3.2.2 RO4. Social Media Management for SM

This part of the thesis brings all the previous results together to form a social me-

dia plan outline, which can be used by managers in energy companies. Based on

the literature findings, Paper 7 briefly outlines the recommendations for individuals, businesses and governments to effectively use social media. Results, obtained in the previous parts of this thesis, add detailed inputs to those preliminary findings. A four step social media plan is recommended, which would follow a similar methodology used in this thesis. Figure 3.6 shows the outline of the plan that is recommended.

Figure 3.6: Outline of social media management plan to enhance awareness and ac- ceptance of SM

Step 1 : Understand the consumers and the effectiveness of content presentation This step would include conducting a survey among consumers that are targeted.

Responses to variables listed in Paper 1, are recommended to be obtained. Responses collected can then be used to determine the level of acceptance and awareness. De- pending on the results, goals can be set, in terms of raising the level of acceptance and awareness among consumers. The survey data would also indicate the interest among consumers, social media channels they use, as well as where they would prefer to seek information regarding SM. The second action, within this step, would be to test the different post types and calculate their effectiveness. For this purpose, the experiment design methodology, respectively used in Papers 5 and 6, can be utilized. The same can also be used for social media platforms, other than Facebook.

Step 2 : Analysis of the data and derivation of the content

In this step, the collected data should be analysed using regression models. De-

pending on the goal set forth, either of the methods, used in Papers 1-4 (see Appendix

A), can be utilized. The yielded significant factors should be used to create content

outlines, as described in sub-section 3.1.1. Moreover, in this step, the test of corre-

lations, as described in Paper 2, should be carried out. This test should be targeted

specifically for social media platforms, which were preferred by the consumers. How-

ever, the platforms in consideration can be expanded in number, as well as, carried to non-social media channels. Lastly, through the results obtained and analyzing the social media metrics, this would yield effective content types for respective platforms.

Additionally, the productive publishing times and interval between the posts should also be noted from this analysis.

Step 3 : Content creation and campaign design

Using the content material obtained through the regression models and t-tests, the effective content type recognized through the experiment results were promotional content. As a result, the promotional campaign should be designed, taking into account the effective time of posting, platforms preferred by the consumers and the content cre- ated in this step. At the same time, the metrics must be selected that would be used to measure the outcomes of the campaign. Once these preparations are completed, the campaign execution should be initiated.

Step 4: Monitoring and feedback

Once the campaign is online on social media, careful and constant monitoring is a must (Stauss and Seidel, 2019). This is to ensure that the comments are responded to, unnecessary comments are deleted and any customer queries are sufficiently answered.

Social media is a two-way or multi-way communication medium and, to harness its full potential, it is important to engage with the consumer (Abeza et al., 2013). Depending on the intensity of the campaign, that is, the number of posts being published with time, observations should be recorded to analyze the performance through the metrics.

This can be scheduled during the campaign, if the campaign is designed for four or more days, or, it can be at the end of the campaign if it is for a shorter duration.

Performance should be analyzed and recorded and, the performance, along with any feedback received during monitoring, should be taken into account while creating the next campaign.

3.2.3 Publication Details (Papers 5-7)

• Paper 5 published as: G. Chodak, Y. Chawla, A. Dzidowski, K. Ludwikowska (2019), The effectiveness of marketing communication in social media., Proceed- ings of the 6th European Conference on Social Media, ECSM 2019: University of Brighton, UK, 13-14 June 2019 / Ed. by Wybe Popma and Stuart Francis.

Sonning Common: Academic Conferences and Publishing International Lim- ited, pp. 73-81.

– Indexed in Web of Science.

– My contribution amounted to ca. 35%. I, along with G.C. developed the concept of the paper and the experimental design; along with G.C.

conducted the experiment; analyzed the data; along with the co-authors drafted, reviewed, edited and revised the manuscript.

• Paper 6 submitted for review as: Y. Chawla, G. Chodak (2020), Social Me- dia Marketing for Businesses: Organic Promotions of Web-Links on Facebook, Journal of Business Research

– JCR classification: Business, IF

= 4.747, MNiSW 140p.

– My contribution amounted to ca. 60%. I, along with the co-author de- veloped the concept of the paper, the experimental design and reviewed the literature; along with co-author conducted the experiment; collected the observations and analyzed the data; along with the co-authors drafted, reviewed, edited the manuscript.

• Paper 7 published as: Y. Chawla, G. Chodak (2018), Recommendations for social media activities to positively influence the economic factors., In: Double- blind peer-reviewed proceedings part I. of the international scientific conference Hradec Economic Days 2018,January 30-31, 2018, Hradec Králové / [ed. by Pavel Jedliˇcka, Petra Marešová, Ivan Soukal]. Hradec Králové : University of Hradec Králové, 2018. s. 328-338. (Hradec Economic Days, ISSN 2464-6059;

vol. 8 (1)).

– Indexed in Web of Science.

– My contribution amounted to ca. 80%. I developed the concept of the paper; carried out the literature review; analysed observations from social media and drew out the recommendations; drafted, reviewed, edited and revised the manuscript.

3.3 Auxiliary results

During the course of my doctoral studies, I have published three more papers, have one paper under review after revisions and currently advancing the work carried out under this thesis with more experiments in other countries. The published articles listed under this section are not an integral part of this thesis. Nevertheless, for completeness of this section, I briefly summarize the main results obtained in the following papers:

• Y. Chawla, G. Chodak, K. Ludwikowska (2019a), Importance and Recommen- dations for Trainers’ Use of Online Social Media as A Soft Skill to Positively Influence Trainees and Peers.

In proceedings: 34th International Business Information Management Associa- tion Conference (IBIMA), pp: 2477-2487.

Conference paper: CORE B, MNiSW 70p.

• Y. Chawla (2019) Education for Sustainable Development and Careers with the use of Social Media.

In proceedings: 34th International Business Information Management Associa- tion Conference (IBIMA), pp: 5675-5684.

Conference paper: CORE B, MNiSW 70p.

• Y. Chawla (2020) Social media presence of managers at private universities: a case study from India, In Book: Capacity building in higher education institu- tions, pp: 28-49.

Book Chapter: MNiSW 20p.

In Chawla et al. (2019a), we highlighted that, in the 21st century, it is very im-

portant for the trainers and teachers to have a strong social media presence. Presence

has the potential to influence students / trainees, which would create more engagement

between them and also enhance the training transfer. Based on the findings from the

literature regarding effective marketing habits and good practices of social media, we created a guideline, which can be used by trainers and teachers, to increase their ef- fectiveness on social media. The guidelines provide direction but leave ample scope for the teacher or trainer to integrate their own personality traits on social media. This ensures that their virtual personality is a true reflection of themselves.

In Chawla (2019), I discussed how social media can be effective in engaging stu- dents towards education for sustainable development and, at the same time, have a positive influence on their careers. The work was a part of my research on developing a change project for the “Baltic University Programme (BUP) Teachers Course on Edu- cation for Sustainable Development”, organized from September 2018 to March 2019.

It addresses the increasingly complex problem the world is facing, which requires inno- vative and sustainable solutions. Communication and networking among stakeholders around the world would facilitate the development, implementation and scalability of such innovative and sustainable solutions. Increasing popularity and global coverage of social media makes it a vital role-player in the process of communication and net- working for education in sustainable development and students’ career prospects. I also conducted a pilot study of the implementation of this change project among stu- dents of engineering and business administration at an Institution in India. Results show that there is an increased level of awareness regarding Sustainable Development Goals, stronger communication skills on virtual platforms, increased ability to use So- cial Media tools for gaining precise and required information, increased ability to pre- pare and outline the skills and knowledge required for employment in that career path and an increased ability to discuss sustainability issues with peers around the world.

In Chawla (2020), I discussed the outcomes and importance of effective social media usage by managers at private universities, through a literature review and case studies from India. In this information age, society is being shaped based on knowl- edge and shadowed by a high-tech global economy. Higher educational institutions are expected to ensure the flow of skilled and knowledgeable human resources into the market. India’s higher education system is the third largest in the world, next to United States and China. The role of the manager in this system is undoubtedly crucial and, in this information age, the role of their social media presence is equally crucial. I estab- lished a connection between the social media presence of universities and that of their managers by analyzing documents, relevant scientific literature and monitoring online social media presence. I also conducted two field experiments with the managers at two private universities in India to check their willingness to participate in social me- dia activities. Through the analysis, I found that managers are not willing participants when it comes to increasing their social media presence.

In addition to these publications, there are several works in progress, which are expected to be completed in the coming months. We have collected data for the survey regarding SM from two other countries, India and Brazil, which will now be analyzed.

Currently, we are in the process of collecting responses from 5 other countries includ-

ing, Australia, Spain, Germany, Russia and Malaysia, which would give us further

insight into this area. Three other works are also in progress. The first being: "Opinion

of students and young professionals towards a model for social media management to

enhance career opportunities", for which I have already collected the data and plan to

analyze after the completion of this thesis. The PPS (personal, professional and social)

model for social media management, was presented as a poster in the 6th European

Conference on Social Media, where it was awarded the first prize for best poster. The

second is a book chapter for a Springer book series, "Handboook on Climate Change"

and my chapter is titled, "Use of Social Media by climate change organizations for

public relations". The third is a case study about waste management and the concept

of a circular economy. During the course of my PhD, I have reviewed three interna-

tional conference papers and one journal article for the World Electric Vehicle Journal,

a MDPI journal.

Chapter 4 Conclusions

The main aim of this thesis was to highlight a social media management plan, which can enhance consumer awareness and acceptance of smart meters. This was achieved by fulfilling the following four objectives:

• RO1: To investigate the attitudes, preferences and fears, regarding aware- ness, willingness and acceptance of SM, among social media users.

• RO2: To explore the various sources of information regarding electricity, in general, and SM, in particular.

• RO3: To test the effectiveness of different types of content on social media and device metrics, through which managers can interpret the results of their campaigns.

• RO4: To create a social media management plan that would be useful for energy companies to enhance the diffusion of SM.

Although, there were previous studies in the literature regarding consumer aware- ness and acceptance of SM, to the best of our knowledge, this was the very first con- ducted among social media users. Social media management strategies have been discussed by several researchers with different perspectives, however, this thesis is the very first which discussed a detailed social media plan for enhancing the diffusion of SM in countries where there is a low diffusion of SM. The interdisciplinary na- ture of the thesis, combining two sub-disciplines of Management Science, Innovation Management and Marketing Management, from the theoretical and managerial aspect, opens new horizons for similar research with other innovative products in energy mar- kets, as well as other sectors. Social media management outlined in this thesis, with its various parts described and performed in Papers 1-7 (see Appendix A), provides a comprehensive framework, which can be utilized as a whole and also in parts, depend- ing on the company’s goals. In parts, it can seen as determining consumers’ willingness to accept SM, consumers’ awareness regarding SM, communication channels & mar- keting content for promoting SM and the effectiveness of social media marketing for businesses. As a whole, they fuse together to fulfill the main aim of this thesis. Some of the key findings of our thesis includes: (i) There being a low awareness and acceptance of SM among consumers in Poland, Portugal, Indonesia and Turkey; (ii) Increases in knowledge or awareness positively impacts acceptance and reduces fears; (ii) Privacy concerns, regarding SM, are lower among social media users; (iii) Consumers, pre- viously having invested in energy saving, or energy saving devices and having other

23

smart devices at home (which can connect to internet) are more likely to accept SM;

(iv) Less than half the respondents, possessing knowledge of SM, were willing to pay for a SM; (v) Even though the study was conducted among social media users, they preferred using a variety of communication channels to get information regarding SM;

(vi) There is scope for energy companies to use social media to enhance the diffusion of SM; (vii) The insights of post performance given by Facebook can be misleading, hence, performance should be judged through the proposed metrics; (viii) Posts with videos were found to be more effective, as compared to images or photo albums on Facebook; (ix) Posts, which have text in the caption and web link as a comment, were more effective, as compared to posts where the link was in the caption.

Due to the novel results obtained in this thesis, we already see several future re- search horizons. First of all, it would be interesting to investigate the recommended plan by collaborating with energy companies. This could help in further optimizing the plan outlined in this thesis. Within the scope of this thesis, we concentrated only on social media channels, but it would be interesting to check its broader application with other digital and non-digital marketing channels. The intended scope of application for this thesis is for the countries at early stages of SM diffusion, which prompts the scope to check if similar methodology can be used to enhance the engagement of consumers in countries with a high diffusion of SM.

To summarize, in this thesis, we devised a social media management plan, which

can used by energy companies to enhance the diffusion of SM. The novel plan, de-

rived in the thesis fill the identified gap in the management science literature as well as

opens new horizons for further research. The flexible nature of the plan, and its non-

geographical bounding scope, warrants that it can be implemented by energy compa-

nies in various countries. This is the case because the plan takes into account specific

target consumers and also the business environment where the energy company is lo-

cated. Hence, the managerial implications of the outcome in this thesis a has wide

potential.

Acknowledgements

I have been fortunate to receive blessings, mentoring and support from teachers, par- ents, friends and colleagues over the years. First and foremost, I would like to express my deepest love and gratitude towards my parents who have always encouraged me to go the extra mile and gave me the independence to make difficult decisions. Moving from India to Poland and leaving a settled life was a hard choice to make. It would not have been possible without the due support of my parents, friends, Dr. Kamila Ludwikowska - my co-supervisor for this thesis, Dr. Devanshu Patel (President - Parul University, India), Mr. Denish Patel (Executive Vice President, RK University, In- dia, Mr. Mohit Patel (Vice President, RK University India) and Mr. Prabhjeet Singh (General Manager - Glinks International, Dubai). I would like to express my sincere gratitude to them. It was only because of the efforts and guidance of Dr. Ludwikowska, that i was able to find my scientific supervisor and carry out the enrollment process at the university. Her support and encouragement throughout my doctoral studies has been imperative in achieving my goals.

I would like to pay special regards and gratitude to my supervisor, Prof. Grzegorz Chodak, who always went above and beyond to support and guide me throughout the course of my doctoral studies. Be it lessons in research or life lessons of humility and leadership, his wisdom always enlightened me. The flexibility and freedom he granted me, has made a huge difference for me to find the niche, which best suited my interests and skills. He convincingly guided and encouraged me to be professional and do the right thing, even when the road got tough. Without his persistent help, the goal of this thesis would not have been realized. It was also because of his efforts, that I was able to apply and secure a teaching & research position at the Department of Operations Research and Business Intelligence, Faculty of Computer Science and Management, Wrocław University of Science and Technology, Poland. I am greatly indebted to him and feel highly fortunate to have had him as my scientific supervisor.

The research in this thesis would also not have been possible without the sup- port and guidance of Prof. Anna Kowalska-Pyzalska. It was with her expertise in innovation management and Prof. Chodak’s expertise in marketing management, that the objectives of this thesis were able to be realized. Analyzing the data and writing manuscripts for impact factor journals, are two important things that Prof. Kowalska- Pyzalska taught me. This helped me in fulfilling the objectives of my research as well as would benefit me further in my scientific career. I feel privileged to have had the opportunity to collaborate with her and learn from her.

I would like to express my deepest gratitude to Prof. Rafał Weron, who has al- ways challenged me to do more and at the same time guided as well as supported to fulfill those challenges. He also enabled me to participated in various international conferences and workshops, through which i have got ample exposure to the scientific community. I also want to Dr. Katarzyna Maciejowska, who has always guided me

25

in data analysis as well as didactics. Her constant motivation and encouragement has always been a driving force for me.

I would also like to acknowledge the support of Ms. Wieslawa Darska, who always made extra efforts to ensure that my official documentation in Polish is taken care of.

I also thank, the Dean, teachers, researchers, administrators and staff members at the Faculty of Computer Science and Management, who have been supportive throughout the course of my doctoral studies.

Last but not the least, I would like to acknowledge and thank all my teachers and

mentors, who have inculcated the knowledge and values that I possess.

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