This thesis investigated users with regards to the chosen cases of Airbnb and Uber.
Creating a novel framework integrating two independent streams of theory provided a base for a qualitative research approach, which yielded important insights concerning brand strategy and brand value co-creation in a digital environment. Digital brands need to be adaptable and authentic, it is thus important to build trust via different initiatives, for example by providing users with a possibility to contact the brand and providing assistance in case of an issue. Since users will likely not participate in co-creation unless they are actively engaged to do so; utilitarian, social or hedonic motivators can make for adequate incentives. The fact that it might be hard to elicit consumer insights with regards to the brands per se was mentioned in the introduction.
However, research revealed that Airbnb’s identity needs to be better adapted to users, which can be achieved by effective co-creation. In Uber’s case, stronger brand associations and identity should be co-created, but the brand needs to first take care of service quality, and authenticity and image issues. Insights thus yielded different implications for brand value co-creation strategies, which might be due to a difference
in involvement. While the level of involvement seems to have an effect on certain variables, for example community and social aspect, the distinctive findings presented should not be exclusively ascribed to the level of involvement. Thus, further research is needed particularly in this regard. Although a number of limitations contribute to a narrow focus on the two cases of Airbnb and Uber in Austria, this research nevertheless revealed significant implications that help guide brands through the increasingly digital competitive landscape, and provides a base for future theoretical advancements.
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