The 'soft' and 'hard' sides of the sharing economy: a discussion of marketing, financial and socio-cultural aspects
by Yioula Melanthiou; Loukia Evripidou; Epaminondas Epaminonda; Marcos Komodromos
International Journal of Business and Globalisation (IJBG), Vol. 24, No. 3, 2020

Abstract: This paper discusses three aspects of the sharing economy: the marketing aspect, the financial aspect, and the socio-cultural aspect. The discussion of the marketing aspect suggests that mindful consumption and advances in technology have made sharing economy possible and increasingly popular. This has modified consumption patterns, particularly in the tourism industry, and has changed traditional marketing channels. It is further suggested, that the increasing prevalence of sharing economy practices is directly linked to increases in revenue and improvements in customer welfare and job creation. Moreover, socio-cultural characteristics of societies have also been linked to the provision and use of sharing economy. More specifically, attitudes towards innovation, sharing, trust and environmental sensitivity have been identified as socio-cultural factors that are expected to influence the provision of sharing economy services, and individualism-collectivism, uncertainty avoidance, power distance and the internet appear to be key behaviour determinant variables.

Online publication date: Thu, 09-Apr-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com