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Engaging users in the sharing economy: Individual and collective psychological ownership as antecedents to actor engagement

Baker, J, Kearney, T, Laud, G ORCID: 0000-0001-7090-5575 and Holmlund, M 2021 , 'Engaging users in the sharing economy: Individual and collective psychological ownership as antecedents to actor engagement' , Journal of Service Management , doi: 10.1108/JOSM-08-2020-0300.

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Purpose: This conceptual study explicates the dynamic, interlinked relationship between twoof the most popular theories in marketing today – psychological ownership (PO) andengagement. The study is set in the sharing economy (SE), where platform business successdepends on high levels of engagement by users – both individuals and collectives. The studyargues individual PO acts as the antecedent to engagement within a dyad of brand and user,and collective PO as the antecedent to collective engagement by communities of users. Design/methodology/approach: This conceptual study synthesizes PO theory andengagement theory to produce a PO-Engagement Framework. We adopt a dual-levelperspective encompassing individual- and group-level phenomena in the SE and employexamples from practice to illustrate our arguments. Findings: PO acts as the antecedent to the positively valenced disposition and engagementactivities of actors in the SE. Individual PO manifests as engagement within a dyad of brandand user. Outcomes include brand love and contributions to brand reputation and serviceofferings. Collective PO manifests as engagement within a community or collective. Outcomesinclude community-oriented peer-to-peer sharing for the benefit of others. Originality/value: This study offers a dynamic framework of PO and engagement in the SE,the PO-Engagement Framework. We contribute to PO and engagement literatures in marketingby illustrating how a platform user’s attachment to targets in the SE motivates emergence ofPO, and how different types of engagement manifest from different types of PO.

Item Type: Article
Authors/Creators:Baker, J and Kearney, T and Laud, G and Holmlund, M
Keywords: sharing economy, individual psychological ownership, collective psychological ownership, actor engagement, collective engagement, customer engagement
Journal or Publication Title: Journal of Service Management
Publisher: Emerald Publishing Limited
ISSN: 1757-5818
DOI / ID Number: 10.1108/JOSM-08-2020-0300
Copyright Information:

Copyright © 2021, Emerald Publishing Limited

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