The sharing economy in social media: An institutional analysis in an emerging country

Sharing economy is a concept that has been rapidly expanding around the world. However, the focus of most studies includes only developed countries. The objective of this article is to conduct an institutional analysis of the sharing economy in an emerging country. In order to proceed with it, we used the Social Media Analysis (SMA) alongside content analysis in order to obtain and analyze the collected data. The results indicate that the understanding of the sharing economy is intimately linked to the institutional context to which the analysis is connected.