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A Comparative Analysis of Social Media Marketing by Transportation Network Companies in the Sharing Economy

Heymans, Alice
(2017)

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Heymans_29261100_2017-2018.pdf
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Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue
Abstract
The sharing economy is a new business model rapidly expanding. In transportation, many people use innovative services proposed by ride-hailing mobile applications. These technological platforms, operated by networking companies, rely extensively on social media to promote their services, and reach new customers (riders) and providers (drivers). This dissertation focuses on e-marketing communication. It makes a comparative analysis of the information published on several social media (Facebook, Twitter, Instagram and YouTube), more specifically in the mobility sector analysing two transportation companies (Uber and Lyft) leaders in the US market. In its theoretical section, we present the collaborative web, the sharing economy, social media and e-marketing communication. It is followed by an analysis on social media usage following a three-month survey of Uber and Lyft activities, and our conclusions.