Domains of Digital Marketing Channels in the Sharing Economy. Issue 1 (3rd April 2017)

• Record Type: Journal Article
• Authors: Key, Thomas Martin
• Is Part Of: Journal of marketing channels. Volume 24:Issue 1/2(2017)
• Page Start: 27
• Page End: 38
• Publication Date: 2017-04-03
• Subjects: branded-mobile applications -- digital marketing channels -- digital marketing channel strategy -- search engine marketing -- sharing economy -- social media -- United States; Marketing channels -- United States -- Periodicals; Physical distribution of goods -- United States -- Periodicals; Business logistics -- United States -- Periodicals; 658.87
• DOI: 10.1080/1046669X.2017.1346977
• Languages: English
• ISSNs: 1046-669X

Abstract

Abstract : The sharing economy has experienced major growth in a short period with little academic research that has looked into possible logistic factors that may have contributed to this phenomenon. This article explores the domains of digital marketing channels—specifically e-mail marketing, social media marketing, and search engine marketing—to understand how they can contribute to growth for organizations in the sharing economy. A detailed conceptual model of the decision spectrum necessary to coordinate digital marketing channels is presented and a special case is made for the role branded-mobile applications play in this context. In particular, branded-mobile applications leverage three embedded components to overcome common deterrents for participating in the sharing economy: trust, utility, and user experience.