Abstract
ABSTRACT P2P platforms offer accessibility to individuals aspiring to become micro-entrepreneurs by sharing their resources through online platforms. Among users of P2P platforms, there exists a common misconception that hosts merely list their properties as products under the platform’s brand. However, individual hosts on platforms actively establish and promote their own personal or host brand. Presently, recommending effective P2P brand management strategies for hosts to boost their performance and gain a competitive edge poses a challenge. This study achieves this through two main objectives: 1) conceptualizing the P2P brand and 2) examining the impact of host branding on consumer behavior.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.