A Peer-fect Website Marketing Strategy

Sammanfattning: This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. By employing Weick’s Sensemaking Theory and the Technology Acceptance Model (TAM) when analyzing the participants' reflections as they experienced Hygglo’s platform, we propose how P2P rental platforms can improve their service by strategically communicating it. The results suggest that three key factors play a role in determining whether or not people are willing to use a P2P rental platform: visual elements, technical features, and third-party endorsements and integrations. We also discovered an additional factor that we call "frame" which seems to impact the other key factors. The findings propound that P2P rental platforms ought to communicate from a service marketing approach, where the communication emanates from a point where value is created in the use of the service, rather than the offered products.