Prosumers in times of crisis: definition, archetypes and implications
Type of content
Purpose: This paper defines prosumers in light of the COVID-19 crisis and other contexts. It addresses how prosumers helped overcome challenges caused by COVID-19 and is the first paper to develop a taxonomy of prosumers, their differentiating characteristics and the degree to which they are useful in overcoming the challenges of COVID-19. Design/methodology/approach: We conducted a literature search of the prosumer literature using the Web of Science and Scopus databases. Findings: This study solves a definitional dilemma of prosumers and develops six prosumer archetypes displaying the nuances of prosumers. The study shows that the six prosumer archetypes vary in their usefulness in addressing challenges caused by COVID-19. The findings demonstrate the micro (individual), meso (organizational) and macro (societal) benefits offered by prosumers in times of crises. Research limitations/implications: This study has some clear implications for the prosumer literature, the services literature and the crisis literature by clarifying the role of prosumers in times of crisis. Practical implications: This paper offers several implications at the micro (individual), meso (organizational), and macro (societal) levels that are offered by prosumers in times of crises. The benefits of prosumers afford individuals, service practitioners and other organizations ways to remain resilient and strong in the face of significant crises such as COVID-19. Originality/value: This paper makes three specific contributions. First, it contributes to the service literature by highlighting the role and value of prosumers in crises, an area currently under-researched. Secondly, it developed six prosumer archetypes displaying the nuances of prosumers, contributing to the prosumer literature by sharpening the focus of this versatile phenomenon and demonstrating the differential value of each type of prosumer in times of crises. Lastly, the study advances the prosumer literature by resolving the definitional dilemma of prosumers and by providing a broad, yet specific definition of prosumers that captures the different perspectives evident in the prosumer literature.
Ngā upoko tukutuku/Māori subject headings
ANZSRC fields of research
Fields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350611 - Service marketing