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Positive marketing: A new theoretical prototype of sharing in an online community

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  • Krush, Michael T.
  • Pennington, Julia R.
  • Fowler, Aubrey R.
  • Mittelstaedt, John D.

Abstract

Positive marketing champions exchange that benefits individuals, firms, and society at large. One method increasingly used to exchange goods is sharing. Sharing describes the non-monetary transfer of goods between actors. Scholars have called for greater understanding regarding an online community's ability to perpetuate sharing. This study uses empirical research to explain the structural elements that facilitate sharing within the Freecycle community. Fifty-seven in-depth interviews are conducted with participants and analyzed using grounded theory. The authors introduce a new theoretical prototype of sharing, provide insight on how modern consumers engage in a sharing activity, and describe the structural characteristics that facilitate sharing within an on-line community.

Suggested Citation

  • Krush, Michael T. & Pennington, Julia R. & Fowler, Aubrey R. & Mittelstaedt, John D., 2015. "Positive marketing: A new theoretical prototype of sharing in an online community," Journal of Business Research, Elsevier, vol. 68(12), pages 2503-2512.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:12:p:2503-2512
    DOI: 10.1016/j.jbusres.2015.06.037
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    References listed on IDEAS

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    Cited by:

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    2. Mittelstaedt, John D. & Kilbourne, William E. & Shultz, Clifford J., 2015. "Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars," Journal of Business Research, Elsevier, vol. 68(12), pages 2513-2516.
    3. Gupta, Manjul & Esmaeilzadeh, Pouyan & Uz, Irem & Tennant, Vanesa M., 2019. "The effects of national cultural values on individuals' intention to participate in peer-to-peer sharing economy," Journal of Business Research, Elsevier, vol. 97(C), pages 20-29.
    4. Davlembayeva, Dinara & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Sharing economy platforms: An equity theory perspective on reciprocity and commitment," Journal of Business Research, Elsevier, vol. 127(C), pages 151-166.
    5. Milanova, Veselina & Maas, Peter, 2017. "Sharing intangibles: Uncovering individual motives for engagement in a sharing service setting," Journal of Business Research, Elsevier, vol. 75(C), pages 159-171.
    6. Yanina Rashkova & Ludovica Moi, 2023. "Moving forward better marketing for a better world: a path for new research opportunities," Italian Journal of Marketing, Springer, vol. 2023(3), pages 413-428, September.

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