Title | A win-win situation: Enhancing sharing economy platform brand equity by engaging business owners in CSR using gamification |
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Type | Journal article |
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Authors | Alibakhshi, S., SyyedAmiri, N., Nazarian, A. and Atkinson, P. |
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Abstract | This study examines the role of gamification elements in engaging suppliers of sharing economy platforms in corporate social responsibility (CSR) activities. We expected that engaging business owners in CSR would improve the brand equity of these platforms by leveraging the business owners’ brand loyalty and brand association. The statistical population of the study is owners of Iranian accommodation who use sharing economy platforms. The size of the sample was 323 accommodation owners. The hypotheses of this study were tested using Smart PLS-3. The study confirmed all the research hypotheses and showed that engaging business owners in social responsibility activities using gamification elements on sharing economy platforms can lead to an increase in the brand equity of the sharing economy platforms. These results will reinforce the synergy between the platforms and their users by making both parties aware of it. |
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Keywords | Gamification |
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| Corporate social responsibility |
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| Sharing-economy |
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| Brand equity |
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Article number | 103636 |
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Journal | International Journal of Hospitality Management |
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Journal citation | 117 |
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ISSN | 0278-4319 |
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Year | 2024 |
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Publisher | Elsevier |
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Accepted author manuscript | License CC BY-NC-ND 4.0 File Access Level Open (open metadata and files) |
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Digital Object Identifier (DOI) | https://doi.org/10.1016/j.ijhm.2023.103636 |
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Publication dates |
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Published | 16 Dec 2023 |
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Published in print | 2024 |
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