Marketing in the Sharing Economy

By Giana M. Eckhardt, Mark Houston, Baojun Jiang, Cait Lamberton, A. Rindfleisch, Georgios Zervas. Journal of Marketing, 2019

650 citations recorded by the source corpus.

The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline. However, the sharing economy’s implications for marketing thought and practice remain unclear. This article defines the sharing economy as a technologically enabled socioeconomic system with five key characteristics (i.e., temporary access, transfer of economic value, platform mediation, expanded consumer role, and crowdsourced supply). It also examines the sharing economy’s impact on marketing’s traditional beliefs and practices in terms of how it challenges three key foundations of marketing: institutions (e.g., consumers, firms and channels, regulators), processes (e.g., innovation, branding, customer experience, value appropriation), and value creation (e.g., value for consumers, value for firms, value for society) and offers future research directions designed to push the boundaries of marketing thought. The article concludes with a set of forward-looking guideposts that highlight the implications of the sharing economy’s paradoxes, maturation, and technological development for marketing research. Collectively, this article aims to help marketing scholars not only keep pace with the sharing economy but also shape its future direction.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/3452837580abdf509f18125577611f32d87a3958

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Citations in the corpus

Access-Based Services as Substitutes for Material Possessions: The Role of Psychological Ownership (2020, background): “Finally, based on a legal ownership understanding, the sharing economy is often considered as a nonownership domain (for an overview, see Eckhardt et al. 2019) or a postownership economy (Belk 2014).”
Caring for the Commons: Using Psychological Ownership to Enhance Stewardship Behavior for Public Goods (2020, background): “The sharing economy, in which consumers temporarily use resources that belong to other community members, has become prevalent, and marketing researchers’ interest in it is growing (Belk 2013; Eckhardt et al. 2019; Lamberton and Rose 2012).”
The seven lives of Airbnb. The role of accommodation types (2021, neutral): “Having revolutionized habits, relationships and business models, this rising phenomenon led researchers from different fields to pose new research questions (Eckhardt et al., 2019).”
Evolution of Consumption: A Psychological Ownership Framework (2020, methodology): “In contrast to the benefits accrued through consumers’ reduced legal ownership of goods (for reviews, see Bardhi and Eckhardt 2017; Eckhardt et al. 2019; Lamberton and Rose 2012; Rifkin 2001), a commensurate reduction in psychological ownership should typically be detrimental to both consumers and f”
Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges (2019, background): “by Eckhardt et al. (2019). As the key production factor, data”