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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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14 The Sharing Economy

Extract

Tülay Korkmaz Devrani

14   The Sharing Economy

Introduction

The measurement of the society’s welfare level by the consumption level and the consideration of consumption as the key of a good and glamorous life have led to the “consumption society”. In the consumption society, a consumer can buy a product under the effect of a stimulus without thinking too much and questioning whether it is really needed or not. The desire to have a product often appears as an unrestrainable impulse. The pleasure of getting the desired product attributes a different meaning to consumption.

The identity we try to create through the products and brands we prefer is a reflection of how we want others to see us. The lines in the movie Fight Club “We buy things we do not need, with money we do not have, to impress people we do not like.” summarize quite well the point the consumption society comes to. The pleasure of consumption cannot be said to be very long-term. Many products purchased with excitement can be put on dusty shelves after being used several times or not being used at all.

All this has triggered a search for a new economic system alternative to the traditional economic structure based on possession. Introduced as a result of this search, the “sharing economy” tries to prevent unnecessary consumption and make consumption sustainable with the spread of the internet in the digital age.

The...

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