Dr. Ruizhi Yuan  is now the programme coordinator of MSc International Management (Marketing), and Assistant Professor in Marketing at Nottingham University Business School China. Her research interests focus on sharing economy, individual well-being and branding in emerging markets.Prof. Martin J. Liu is the Associate Dean and Professor in Marketing and Innovation at the Nottingham University Business School China. His research interests focus on digital innovation, and he regularly publishes in world-leading journals, including MIS Quarterly, Information Systems Research, and the British Journal of Management.

• Chapter 1: The concept of sharing economy platform (SEP).- Chapter 2: SEP’s marketing strategies to adapt to changing environment—the Case of FischerTM.- Chapter 3: Value creation in the SEP.- Chapter 4: The reasons why consumers join the SEP.- Chapter 5: SEP is facilitating Electronic Word-of-Mouth (eWOM): the case of Xiaohongshu Platform.- Chapter 6: Understanding prosumers’ behaviours in SEPs.- Chapter 7: The ethical consideration of datafication in platforms: The case of Chinese social credit SEP.- Chapter 8: The supplier governance strategy in SEPs.- Chapter 9: The fellow customers’ engagement behaviors in SEPs.