Persuasive Nature of UGC in Sharing Economy: Evidence for Entrepreneurship in POST COVID 19

EasyChair Preprint 7722

Abstract

The user-generated content (UGC) effects on brand image and brand trust in ride-hailing have attracted the attention of academic researchers. Specifically, with the emergence of COVID-19 pandemic issue, studying the impact of brand associations on perceptions of ride-hailing platforms became much urgent. These researchers come from a variety of disciplines; business, psychology and cultural studies. To realize how UGC can affect customers’ intentions to use ride-hailing platforms after the extirpation of COVID-19 crisis, it is vital to define how UGC affects associations in customers' minds. Therefore, this study investigates the issue via examining the impact of reviewing the online content of online platforms on brand image and brand trust of P2P service providers. This critical review examined 50 peer-reviewed articles regarding ride-hailing and UGC effects on brands published during 2010-2020. The topics explored have been: user-generated content effects on marketing and branding, sharing economy, ride-hailing, brand image and brand trust, P2P platforms, customer motivations, sustainable consumption, and hyper consumption. Gaps in the literature and future research topics are explored.

Keyphrases: intention to use, ride-hailing, user-generated content

@booklet{EasyChair:7722,
  author    = {Eli Aznab and Mohamad Akbarnia},
  title     = {Persuasive Nature of UGC in Sharing Economy:   Evidence for Entrepreneurship in POST COVID 19},
  howpublished = {EasyChair Preprint 7722},
  year      = {EasyChair, 2022}}