Mapping sharing economy themes: science mapping, topic modeling, and research agenda

Ahmed Gamal ElKattan (), Diana Gavilan (), Mohamed Hamed Elsharnouby () and Amira Fouad Ahmed Mahran ()
Additional contact information
Ahmed Gamal ElKattan: Complutense University of Madrid
Diana Gavilan: Complutense University of Madrid
Mohamed Hamed Elsharnouby: Cairo University
Amira Fouad Ahmed Mahran: Cairo University

Journal of Marketing Analytics, 2024, vol. 12, issue 4, No 9, 843-864

Abstract: Abstract Digital and sharing platforms are transforming the business landscape and significantly impacting the global economy. This study provides a systematic review of the sharing economy (SE) in marketing and presents a future research agenda to advance the discipline. A comprehensive approach is utilized, incorporating bibliometric analysis, performance analysis, science mapping techniques, and topic modeling to analyze sharing economy research within marketing. The dataset comprises 325 articles on the sharing economy, from which eight key topics are identified: (1) analyzing customer ratings and sentiments, (2) understanding and evaluating customer experience, (3) customer orientation towards peer-to-peer accommodation services, (4) mapping customer relationships in the sharing economy, (5) analysis of user loyalty, (6) development of marketing strategies to enhance platforms, (7) identification of platform openness, and (8) actors within the digital platform ecosystem. By identifying research gaps, a future research model is proposed to comprehend the roles and influence of customers, peer service providers, and platform providers in the sharing economy. The findings of this study have practical implications for marketing practices within the SE.

Keywords: Sharing economy; Marketing; Digital platforms; Topic modeling; Machine learning; Uber; Airbnb (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-023-00238-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:12:y:2024:i:4:d:10.1057_s41270-023-00238-2

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-023-00238-2

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().