A Synthetic Approach of Analysing and Assessing Effectiveness of Marketing Techniques under the Conditions of Sharing Economy in Russia: a Case Study of Selected Companies.

The paper is aimed at analyzing and assessing the effectiveness of marketing techniques under the conditions of sharing economy in Russia. As there is an obvious gap both in the practical and academic community due to the recent emergence and rapid development of sharing economy. The thesis is aimed at the investigation of marketing techniques from the perspective of sharing economy companies and customers’ behavior. In order to pick out current trends and patterns of marketing strategies and its influence on customers’ behavior in sharing economy, complex analysis will be performed: in-depth interviews with the marketing experts are conducted to outline key features of present marketing techniques; online survey among exciting users of sharing economy services is performed to define the key point of customers' behavior. On the basis of the received data, several hypotheses were developed: there is at least one group of the carsharing users (archetype) can be developed based on the advantages of the carsharing economy. The hypothesis was accepted. Moreover, analysis of the positive experience of sharing economy companies’ usage is performed via context analysis and of the online-written reviews. Obtained data is analyzed with the help of statistical applications including R-studio, Stata. As a result, the set of recommendation for sharing economy companies’ marketing will be made based on customers’ insights. Therefore, it makes the thesis essential both for practicing marketing agents and future academic researches. Keywords: marketing, sharing economy, customers archetypes.