{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,8]],"date-time":"2026-02-08T00:42:49Z","timestamp":1770511369891,"version":"3.49.0"},"reference-count":0,"publisher":"IGI Global","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2015,7,1]]},"abstract":"<p>India is a developing country, socially and culturally unique, fast adapting to international trends. The paper explores the sharing economy through the case of Airbnb, rooms &amp; apartment renting service online, its emergence in India where it is yet to find a \u201cshare of mind\u201d. It focuses on consumer understanding of sharing economy, openness to trial, factors used to evaluate such services over existing services. The qualitative study includes Netnography and in-depth interviews to understand the opinion of people online and the level of awareness and perception about sharing economy and Airbnb. Netnography shows that online reviews play a major role in decision-making prior to trial. In-depth interviews show that first time users, rely more on WOM and consider online reviews post a satisfactory transaction. Locations, safety, comfort, cleanliness value for money are confirmed. The study has implications for marketers of such services at India and is useful to create a win-win situation with the design of consumer driven marketing strategies.<\/p>","DOI":"10.4018\/ijom.2015070101","type":"journal-article","created":{"date-parts":[[2015,11,25]],"date-time":"2015-11-25T17:17:50Z","timestamp":1448471870000},"page":"1-17","source":"Crossref","is-referenced-by-count":23,"title":["Emergence and Acceptance of Sharing Economy in India"],"prefix":"10.4018","volume":"5","author":[{"given":"Rasananda","family":"Panda","sequence":"first","affiliation":[{"name":"MICA, Ahmedabad, India"}]},{"given":"Surbhi","family":"Verma","sequence":"additional","affiliation":[{"name":"MICA, Ahmedabad, India"}]},{"given":"Bijal","family":"Mehta","sequence":"additional","affiliation":[{"name":"Amrut Mody School of Management Ahmedabad University, Ahmedabad, India"}]}],"member":"2432","container-title":["International Journal of Online Marketing"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=141482","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,6,1]],"date-time":"2022-06-01T14:59:19Z","timestamp":1654095559000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJOM.2015070101"}},"subtitle":["Understanding through the Case of Airbnb"],"short-title":[],"issued":{"date-parts":[[2015,7,1]]},"references-count":0,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2015,7]]}},"URL":"https:\/\/doi.org\/10.4018\/ijom.2015070101","relation":{},"ISSN":["2156-1753","2156-1745"],"issn-type":[{"value":"2156-1753","type":"print"},{"value":"2156-1745","type":"electronic"}],"subject":[],"published":{"date-parts":[[2015,7,1]]}}}