The current study aims to interpretively explore the notion of collaborative consumption in the Egyptian context. It is an exploratory study that aids in providing insights about the concept of sharing and collaborative consumption and how it is perceived in an emerging market. The paper also aims to provide implications for marketing researchers and practitioners derived from its results.This paper utilizes netnography using social networking sites to explore the concept of collaborative consumption in Egypt. The collaborative consumption practice considered in the current study is carpooling. Netnography is a novel qualitative research method that aids in studying cultures and communities through online consumer groups. The paper also reports on 15 in-depth interviews to identify the motivators and hinderers of using carpooling applications and services. Results from netnography and in-depth interviews revealed that Egyptian consumers are highly accepting the concept of collaborative consumption and are willing to use carpooling services in the future. Economic benefits, protecting the environment/sustainability and enjoyment are the main drivers behind accepting the concept of collaborative consumption and the use of carpooling services. Although there are a number of studies that exist to discuss the drivers behind collaborative consumption; this paper is the first of its kind which uses netnography as new qualitative technique to examine carpooling drivers in an emerging market. It also integrates in-depth interviews as another exploratory tool to support netnography results.

当前的研究旨在解释性地探索埃及语境下的合作消费的概念。这是一项探索性研究，有助于提供有关共享和协作式消费的概念以及在新兴市场中如何看待的见解。本文的目的还在于为营销研究人员和从业者提供启示。本文利用社交网络上的网络志研究了埃及的协作消费概念。当前研究中考虑的协作性消费实践是拼车。网络志是一种新颖的定性研究方法，可帮助通过在线消费者群体研究文化和社区。该论文还报告了15次深度访谈，以确定使用拼车应用程序和服务的动机和障碍。网络志和深入采访的结果表明，埃及消费者高度接受协作消费的概念，并愿意在将来使用拼车服务。经济利益，保护环境/可持续性和娱乐性是接受合作消费和使用拼车服务概念的主要推动力。尽管存在许多研究来讨论协作消费背后的驱动因素；但是，本文是利用网络志作为一种新的定性技术来研究新兴市场中拼车司机的同类文章中的第一篇。