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Exploring the notion of collaborative consumption in an emerging market: the use of netnography

Author

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  • Soha Abutaleb

    (German University in Cairo)

  • Noha El-Bassiouny

    (German University in Cairo)

  • Sara Hamed

    (German University in Cairo)

Abstract

The current study aims to interpretively explore the notion of collaborative consumption in the Egyptian context. It is an exploratory study that aids in providing insights about the concept of sharing and collaborative consumption and how it is perceived in an emerging market. The paper also aims to provide implications for marketing researchers and practitioners derived from its results.This paper utilizes netnography using social networking sites to explore the concept of collaborative consumption in Egypt. The collaborative consumption practice considered in the current study is carpooling. Netnography is a novel qualitative research method that aids in studying cultures and communities through online consumer groups. The paper also reports on 15 in-depth interviews to identify the motivators and hinderers of using carpooling applications and services. Results from netnography and in-depth interviews revealed that Egyptian consumers are highly accepting the concept of collaborative consumption and are willing to use carpooling services in the future. Economic benefits, protecting the environment/sustainability and enjoyment are the main drivers behind accepting the concept of collaborative consumption and the use of carpooling services. Although there are a number of studies that exist to discuss the drivers behind collaborative consumption; this paper is the first of its kind which uses netnography as new qualitative technique to examine carpooling drivers in an emerging market. It also integrates in-depth interviews as another exploratory tool to support netnography results.

Suggested Citation

  • Soha Abutaleb & Noha El-Bassiouny & Sara Hamed, 2021. "Exploring the notion of collaborative consumption in an emerging market: the use of netnography," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 599-627, December.
    • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:4:d:10.1007_s12208-021-00286-3
    DOI: 10.1007/s12208-021-00286-3
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    References listed on IDEAS

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    Cited by:

    1. Anne Aguiléra & Eléonore Pigalle, 2021. "The Future and Sustainability of Carpooling Practices. An Identification of Research Challenges," Sustainability, MDPI, vol. 13(21), pages 1-16, October.

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