A research on the relationship between digital marketing activities and the sharing economy

The spent by individuals on the Internet has increased as access to internet tools has become more common with lower costs and improved infrastructure facilities. Therefore, the interest in different applications using internet tools has increased in direct proportion. Social distancing rules brought with the COVID-19 pandemic have caused people to carry many of their daily shopping to the internet. Therefore, the sharing economy started to get the attention of participants with the technology becoming more accessible in recent years. The rapid technological adaptation has increased the visit rates of sharing economy applications. However, the fact that many sharing economy applications require face-to-face contact has led businesses to innovative solutions. Also, sharing economy practices are not same as traditional practices. In the thesis study, it is aimed to investigate the current attitudes in the sharing economy. Although there are various scales in the literature regarding the wish to participate in the sharing economy system and their applications, we limited and selected. AirBnB as an flat sharing system, BlaBla Car as a journey sharing suystem, UBER as a vehicle sharing system, GoCar as a ride sharing system are selected in order to represent sharing economy applications in the thesis study. İsbike and Bisim as a common bicycle use application and a second-hand goods rental application were determined. Participation in sharing economy applications and different demographic spesifications were questioned to identify the relationship. In addition, considering various attitudes, it has been tried to reveal how people participate in the sharing economy according to defined factors. As a result of the research, significant differences were found between different demographic characteristics and the desire to participate in the sharing economy. In addition, it was concluded that individuals' social life attitudes, leisure time activities, willingness to pay money and digitalization attitudes positively and significantly predict their willingness to participate in the sharing economy.