Exploring the role of human brands in developing the sharing economy: A futures research study

The sharing economy, as an emerging economic model, has profoundly transformed the way goods and services are consumed and exchanged. This futures research study investigates the role of human brands in developing the sharing economy. Utilizing scenario analysis and Delphi methods, data were collected from 150 experts in marketing, economics, and technology fields. Results indicate that human brands can act as catalysts in expanding sharing platforms and enhancing consumer trust. Multiple regression analysis revealed that human brand credibility (β = 0.42, p < 0.001) and online engagement (β = 0.38, p < 0.01) are significant predictors of sharing platform success. Furthermore, an independent t-test showed a significant difference in the adoption rate of sharing economy platforms with and without human brand presence (t(148) = 3.76, p < 0.001). This study provides a conceptual framework for better understanding the interaction between human brands and the sharing economy, offering important implications for managers and policymakers in shaping the future of this domain. The findings suggest that strategic integration of human brands could potentially accelerate the growth and acceptance of sharing economy platforms, particularly in emerging markets where trust is a critical factor. Additionally, the study highlights the need for a balanced approach in leveraging human brands while maintaining the decentralized ethos of the sharing economy.