Marketing in the Sharing Economy

Whether it is a beautiful house on the countryside or an inspiring chef who can serve stunning food at your home, now consumers can access and enjoy things that they were not able to afford previously. This is thanks to sharing economy, which, in only a decade, has experienced explosive growth. Given the rise of sharing platforms such as Uber or Airbnb, it feels as if purchasing goods is not as essential as before. In this project, we investigate the ways consumer respond to advertising messages of access-based products.
To achieve this goal, we plan to conduct a computerized text analysis using machine learning methods. Students are expected to contribute in the content analysis of textual data and work on categorization of a representative sample of data according to a coding scheme. Students need to have an interest in language use, advertising, and applications of machine learning in consumer decision making.