Marketing and communications channels for diffusion of smart meters in Portugal

Yash Chawla, Anna Kowalska-Pyzalska and Paulo Duarte Silveira

No HSC/19/05, HSC Research Reports from Hugo Steinhaus Center, Wroclaw University of Science and Technology

Abstract: National roll-outs of smart meters (SM) have been undertaken in most of the European countries. The exchange of traditional meters into smart ones is a part of power system transmission into so called smart grids. In these smart grids, the communication and sharing of information happens in real-time and all market players, such as energy suppliers, sellers and consumers, play an important role. As the literature reveals, the successful deployment of SM requires consumers' awareness and engagement. That is why, within this paper, we investigate the impact of consumers' knowledge on what SM is, as well as the role of marketing platforms: both traditional (i.e. TV or radio) and modern ones (i.e. social media) in SM diffusion. Based on the on-line survey conducted in Portugal (N=518), we provide some policy and practical recommendations for energy companies and local authorities regarding the effective usage of marketing platforms and content.

Keywords: smart metering; knowledge; marketing platforms; communication channels; social media; diffusion; on-line questionnaire (search for similar items in EconPapers)
JEL-codes: D12 D90 D91 Q01 Q55 (search for similar items in EconPapers)
Pages: 29 pages
Date: 2019-12-10
New Economics Papers: this item is included in nep-ene and nep-pay
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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