Utility peak power messaging: Eliciting consumer response through traditional and social media channels

Abstract

Modern utilities are taking on a dual role, as both energy providers and civic stewards of power consumption that best serves the environment. Power consumed during peak energy periods is expensive and is many times sourced from side management programs not in the best interests of the community. Utility managers need to communicate peak power messaging to constituents in an engaging, authentic manner. This study provides a comparative analysis of messaging across digital and traditional communication channels, prompting customers to reduce “Peak Power” consumption. The alert was framed through simulated treatments on an energy bill, in text message, though email, on a company webpage, and through Twitter, Facebook and Instagram posts. Perception of messages were measured for Creativity, Clarity and Credibility. Instagram elicited the highest scores from respondents (N = 391). The lowest ranking media platform was text messaging. Exploratory factor analysis confirmed two dimensions among the platforms, the powerful “Visual Energy Messaging” (Energy bill, Instagram, Facebook, Website) and the weaker “Word Based Energy Messaging” (Twitter, Email and Text). Creativity and Clarity were significant predictors of consumer attitude towards Instagram messaging. There was a significant difference among age groups related to Instagram messaging. Those aged 18–24, and 25–31, were significantly different than those in the “over 73” age category. Implications for practitioners indicate visual messaging is most effective, using a cross-pollination technique sharing specific messages across visual platforms. Special attention should be paid to the consumption habits of older consumers who may receive and interpret messaging in a different context.