Marketing Communications in the Sharing Economy: Who Is the Target Segment for Car Sharing?

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011099" target="_blank" >RIV/46747885:24310/23:00011099 - isvavai.cz</a>

Výsledek na webu

<a href="https://link.springer.com/chapter/10.1007/978-3-031-23844-4_12" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-031-23844-4_12</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-031-23844-4_12" target="_blank" >10.1007/978-3-031-23844-4_12</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Communications in the Sharing Economy: Who Is the Target Segment for Car Sharing?

Popis výsledku v původním jazyce

In recent times, the notion of a sharing economy has become more prevalent. It is based on the underutilization of resources which could otherwise be distributed to those who do not have them but need them. One of the target segments is car sharing. It is not clear from academic articles and publications what generation of respondents is the target customer of car-sharing platforms. We based the primary research on the assumption that not every generation of customers wants to use car sharing. The research focused on three generations of respondents (X, Y, and Z) to identify which generations of customers are prospective for this segment. The research showed that Generation Y and Generation Z would be more likely to use car sharing compared to Generation X. We found that Generation X and Y have the most significant differences in willingness to car share between themselves, followed by Generation X and Z. These findings are valuable for platforms that mediate car sharing. It will enable them to target their marketing campaign correctly to the age group that is more likely to become the platform‘s customers and attract those customers with the right marketing communication strategy. At the same time, this knowledge will enhance the theoretical anchoring of the sharing economy with factual information that links the sharing economy to marketing. The Kruskal–Wallis test and descriptive statistics were used to evaluate the research. The research was conducted from December 2021 to March 2022 and involved 741 respondents.

Název v anglickém jazyce

Marketing Communications in the Sharing Economy: Who Is the Target Segment for Car Sharing?

Popis výsledku anglicky

In recent times, the notion of a sharing economy has become more prevalent. It is based on the underutilization of resources which could otherwise be distributed to those who do not have them but need them. One of the target segments is car sharing. It is not clear from academic articles and publications what generation of respondents is the target customer of car-sharing platforms. We based the primary research on the assumption that not every generation of customers wants to use car sharing. The research focused on three generations of respondents (X, Y, and Z) to identify which generations of customers are prospective for this segment. The research showed that Generation Y and Generation Z would be more likely to use car sharing compared to Generation X. We found that Generation X and Y have the most significant differences in willingness to car share between themselves, followed by Generation X and Z. These findings are valuable for platforms that mediate car sharing. It will enable them to target their marketing campaign correctly to the age group that is more likely to become the platform‘s customers and attract those customers with the right marketing communication strategy. At the same time, this knowledge will enhance the theoretical anchoring of the sharing economy with factual information that links the sharing economy to marketing. The Kruskal–Wallis test and descriptive statistics were used to evaluate the research. The research was conducted from December 2021 to March 2022 and involved 741 respondents.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

New Perspectives and Paradigms in Applied Economics and Business

ISBN

978-3-031-23843-7

ISSN

21987246

e-ISSN

—

Počet stran výsledku

12

Strana od-do

155-166

Název nakladatele

Springer

Místo vydání

Cham

Místo konání akce

Stockholm

Datum konání akce

1. 1. 2022

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

001000772400012