Antecedents and consequences of peer engagement behaviour: A study of peer perception in the context of the peer-to-peer platform in the United Kingdom

This PhD thesis identifies the antecedents and consequences of peer engagement behaviour in the context of peer platforms. By employing a mixed-methods approach, this study adopted explanatory research in the preliminary step, as informed by the literature and conceptual framework. Afterwards, the designed model was tested via a positive method conducted between peer-to-peer platforms (i.e., Airbnb) in the United Kingdom. This research recognises the antecedents of peer engagement behaviour (peer experience, perceived peer quality, relationship quality) and the key consequences (value co-creation behaviour, advocacy, premium price, perceived value, and peer reputation).
The current study contributes to the marketing literature by offering a deeper and more comprehensive understanding of customer engagement that has been mostly developed in the other business contexts such as business to customer. Regarding managerial contributions, this research aids managers to enhance their customer interaction in the peer-to-peer platform by (i) a better management of peer experience and (ii) relationship quality to encourage (iii) value co-creation behaviour.