Abstract
Digital and sharing platforms are transforming the business landscape and significantly impacting the global economy. This study provides a systematic review of the sharing economy (SE) in marketing and presents a future research agenda to advance the discipline. A comprehensive approach is utilized, incorporating bibliometric analysis, performance analysis, science mapping techniques, and topic modeling to analyze sharing economy research within marketing. The dataset comprises 325 articles on the sharing economy, from which eight key topics are identified: (1) analyzing customer ratings and sentiments, (2) understanding and evaluating customer experience, (3) customer orientation towards peer-to-peer accommodation services, (4) mapping customer relationships in the sharing economy, (5) analysis of user loyalty, (6) development of marketing strategies to enhance platforms, (7) identification of platform openness, and (8) actors within the digital platform ecosystem. By identifying research gaps, a future research model is proposed to comprehend the roles and influence of customers, peer service providers, and platform providers in the sharing economy. The findings of this study have practical implications for marketing practices within the SE.