Guest editorial: A blockchain-based approach to marketing in the sharing economy

The behavioral interaction between artificial intelligence and consumers can bring consumers multifaceted experiences, which are of great value for enterprises to improve brand management and adjust and optimize market strategies. In this paper, we construct a gray multiple linear regression model by combining the classical multiple linear regression model and gray system theory. Taking consumers as the research object, we design a questionnaire and carry out the reliability test to obtain the data related to the experience brought by behavioral interaction with consumers and the brand management and marketing strategy of enterprises. Finally, this paper takes AI and consumer behavioral interaction as the independent variable and corporate brand management and marketing strategy as the dependent variable. It carries out regression analysis to explore the influence of the independent variable on the dependent variable. The results show that: corporate brand management = 1.879 + 0.317*sensory experience + 0.283*emotional experience + 0.168*thinking experience + 0.221*personalized experience − 0.187*privacy concerns, and corporate market strategy = 1.943 + 0.285*sensory experience + 0.266*emotional experience + 0.191*thinking experience + 0.307*personalized Experience + 0.144*Privacy Concerns. The research results of this paper are of strategic significance to help enterprises understand the significance of the interaction between AI and consumer behavior, use AI to understand consumer groups, maintain good brand management, and adjust market strategies in a timely manner.

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Data-Driven Personalization in the Sharing Economy

Talukder,

Lina,

Kumar

et al. 2024

Advances in Finance, Accounting, and Economics

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The advent of big data has completely changed the sharing economy and allowed businesses to provide highly customized experiences for their clients. This study explores the relationship between big data analytics and the sharing economy, focusing on peer-to-peer companies like Uber, Airbnb, and others. Businesses can obtain profound insights into their customers' interests, behaviors, and trends by leveraging vast user data. The use of big data analytics enhances customer satisfaction and boosts engagement and loyalty by helping visitors feel more understood and valued. This customized approach provides a competitive advantage in the crowded sharing economy market and boosts good word-of-mouth and retention rates. Businesses must embrace transparent and responsible data practices to guarantee that consumer data is safeguarded and managed according to regulatory standards. This means obtaining users' permission, protecting privacy by anonymizing data, and keeping robust cybersecurity defenses against data breaches.

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Guest editorial: A blockchain-based approach to marketing in the sharing economy

Cited by 3 publications

References 24 publications

Applications and emerging trends of blockchain technology in marketing to develop Industry 5.0 Businesses: A comprehensive survey and network analysis

Applications and emerging trends of blockchain technology in marketing to develop Industry 5.0 Businesses: A comprehensive survey and network analysis

The Impact of Artificial Intelligence and Consumer Behavior Interaction on Corporate Brand Management and Marketing Strategies

Data-Driven Personalization in the Sharing Economy

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