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Sharing Economy: A case of customer-to-customer marketing

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  • Voeth, Markus
  • Stief, Sarah

Abstract

Many business models in the sharing economy still have adoption problems among customers. This is especially due to providers not having sufficient regard for the specific nature of the sharing economy in their marketing activities. This contribution shows that most offers in the sharing economy are characterized by the benefits to customers that result from the number or the behavior of other customers. Therefore, the sharing economy has to be considered as a branch of customer-to-customer marketing. In order to tackle the existing adoption problems and to accelerate the diffusion of sharing economy offers, the marketing instruments of customer-to-customer marketing can be used to optimize sharing economy dissemination. Thus, this paper presents and discusses suitable instruments to face marketing problems of the sharing economy.

Suggested Citation

  • Voeth, Markus & Stief, Sarah, 2016. "Sharing Economy: A case of customer-to-customer marketing," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 70(1), pages 45-57.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2016-1-45
    DOI: 10.5771/0042-059X-2016-1-45
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    References listed on IDEAS

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    1. Fleura Bardhi & Giana M. Eckhardt, 2012. "Access-Based Consumption: The Case of Car Sharing," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 881-898.
    2. Belk, Russell, 2014. "You are what you can access: Sharing and collaborative consumption online," Journal of Business Research, Elsevier, vol. 67(8), pages 1595-1600.
    3. Lynda Cheshire & Peter Walters & Ted Rosenblatt, 2010. "The Politics of Housing Consumption: Renters as Flawed Consumers on a Master Planned Estate," Urban Studies, Urban Studies Journal Limited, vol. 47(12), pages 2597-2614, November.
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    Cited by:

    1. Shuyang Xiao, 2020. "RETRACTED ARTICLE: Research on the information security of sharing economy customers based on block chain technology," Information Systems and e-Business Management, Springer, vol. 18(4), pages 487-496, December.

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