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.

数字和共享平台正在改变商业格局，并对全球经济产生重大影响。本研究对营销中的共享经济（SE）进行了系统回顾，并提出了推动该学科发展的未来研究议程。采用综合方法，结合文献计量分析、绩效分析、科学制图技术和主题建模来分析营销中的共享经济研究。该数据集包含 325 篇有关共享经济的文章，其中确定了 8 个关键主题：(1) 分析客户评级和情绪，(2) 理解和评估客户体验，(3) 客户对点对点住宿服务的导向， (4) 绘制共享经济中的客户关系图， (5) 用户忠诚度分析，(6) 制定营销策略以增强平台，(7) 确定平台开放性，以及 (8) 数字平台生态系统内的参与者。通过识别研究差距，提出了未来的研究模型，以理解共享经济中客户、同行服务提供商和平台提供商的角色和影响。这项研究的结果对 SE 内的营销实践具有实际意义。