Your Car, My Content, Our Post: Strategic Communication Using Prosumers in Shared Mobility

Abstract

The scarcity of resources is a central challenge of the 21st century. Companies, therefore, rely on innovative and sustainable business models. For example, shared mobility is a booming sector of the sharing economy experiencing a high competitive pressure among suppliers. A concrete solution to survive in the market is to integrate prosumers more closely into corporate communication activities. Hence, this work examines to what extent communication experts of shared mobility companies use prosumers for strategic corporate communication to date. For this purpose, guided expert interviews were conducted. Knowledge about the utilized tools and channels, requirements as well as existing standardized processes with regard to communication with and via prosumers was gained. The results confirm that prosumers are used in the strategic communication of shared mobility companies, but their potential is insufficiently exploited. The measures used in dealing with prosumers do not differ from those used for other multipliers. Nevertheless, it is clear that a stronger professionalization of the practice can strengthen stakeholder loyalty and thus secure long-term company success. In addition, best practices were identified and recommendations for action were made.