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

Soha Abutaleb (), Noha El-Bassiouny () and Sara Hamed ()
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Soha Abutaleb: German University in Cairo
Noha El-Bassiouny: German University in Cairo
Sara Hamed: German University in Cairo

International Review on Public and Nonprofit Marketing, 2021, vol. 18, issue 4, No 8, 599-627

Abstract: 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.

Keywords: Sharing economy; Collaborative consumption; Carpooling; Netnography; In-depth interviews (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s12208-021-00286-3

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