SHARING AS A TOOL OF LONELINESS MARKETING

SHARING КАК ИНСТРУМЕНТ МАРКЕТИНГА ОДИНОЧЕСТВА

Alexandra M. Ponomareva (Пономарева А.М.) and Maxim A. Ponomarev (Пономарев М.А.)
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Alexandra M. Ponomareva (Пономарева А.М.): Rostov state economic university (RINH); Southern Federal University
Maxim A. Ponomarev (Пономарев М.А.): South-Russia Institute of Management – branch of Russian Presidential Academy of National Economy and Public Administration

State and Municipal Management Scholar Notes, 2022, vol. 3, 165-171

Abstract: The article represents a study of the sharing economy, the loneliness economy and the loneliness marketing as interrelated tools. The supplemented classification of the types of loneliness is given as the basis for consumers segmentation and the matrix "consumer - product" is developed in accordance with the types of loneliness.

Keywords: economy of loneliness; marketing of loneliness; sharing-economy; socio-economic conditions; consumption (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:rnp:smmscn:s22322

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