Zarządzanie mediami społecznościowymi w kontekście pozytywnego nastawienia do 
inteligentnych liczników i ich akceptacji przez konsumentów  
[Social media management for consumer willingness and acceptance of smart meters]

Yash Chawla (Department of Operations Research and Business Intelligence, PWr, Wrocław)


Innovations are entering in 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 influx of 
innovative technologies such as Electricity Smart Meters (SM), which are an integral 
element of Smart Grids (SG). This study explores the consumer willingness and 
acceptance of SM, their preferred communication channels and recommends social media 
management policy 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 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.