Airbnb: Online targeted advertising, sense of power, and consumer decisions

Stephanie Q. Liu, Anna S. Mattila

Research output: Contribution to journalArticle

67 Citations (Scopus)

Abstract

Social media such as Facebook are a rich source of consumer information; however, how to effectively use such big data remains a question. To that end, marketers need to develop personalized messages to enhance click-through rates and online purchases. This study explores online advertising strategies for an emerging lodging concept—Airbnb. Airbnb distinguishes itself from traditional hotels by offering guests a “feeling at home” (e.g., belongingness) and an “atypical place to stay” (e.g., uniqueness). In this research, we examine the interaction effect of advertising appeal (belongingness vs. uniqueness) and an individual's sense of power (low vs. high) on click-through intention and purchase intention. The findings suggest that powerless individuals respond more favorably to the belongingness appeal, whereas powerful individuals react more positively to the uniqueness appeal. Furthermore, results from a mediation analysis reveal that self-brand connection is the underlying mechanism that explains these effects. Managerial implications for hospitality marketers are discussed.

Original languageEnglish (US)
Pages (from-to)33-41
Number of pages9
JournalInternational Journal of Hospitality Management
Volume60
DOIs
StatePublished - Jan 1 2017

Fingerprint

Uniqueness
Online advertising
Consumer decision
decision
appeal
Marketers
purchase
effect
Advertising strategy
Lodging
Hotels
Consumer information
Purchase intention
Mediation
Hospitality
Clickthrough
Interaction effects
Purchase
Social media
Facebook

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

Cite this

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Airbnb : Online targeted advertising, sense of power, and consumer decisions. / Liu, Stephanie Q.; Mattila, Anna S.

In: International Journal of Hospitality Management, Vol. 60, 01.01.2017, p. 33-41.

Research output: Contribution to journalArticle

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