The usage of new media tools in prosumer activities - a corporate perspective

The development of new technologies, expanding Internet access, and Web 2.0 helps companies better address and collaborate with a new type of consumers (prosumers). That is, they are able to harness new technological tools in order to involve consumers in the production process. The main purposes of the paper are threefold: firstly, to identify the prosumption activities of consumers of companies operating in international markets; secondly, to identify those new media tools which are the most commonly used in companies' prosumer activities in the international marketplace; and thirdly, to investigate the dependence of new media tools usage for prosumption activities on geographical region. Data were gathered from a literature analysis and primary quantitative research (individual interviews) conducted in 205 production companies operating in Poland on B2C market and doing business internationally (e.g. Asia, Europe, North and South America, etc.). The main findings show the significance of companies' websites and Facebook pages in prosumer activities, such as product personalisation and consumers' advice about the ideas for changes. One interesting result of this study showed the significance of local media use by companies for prosumer activities. They can be implemented by producers operating and offering their products to consumers in different regions.