Airbnb guests who feel a strong emotional bond with the platform are significantly more likely to help shape its services, according to research in the European Journal of International Management. The work sheds light on how digital platforms might cultivate loyalty in the sharing economy. The research looked at London-based travellers and their “brand love” for the platform. Brand love can play a decisive role in whether a customer engages in value co-creation with a product to effectively enhance the experience to the mutual benefit of both customer and company.
The researchers found that such an emotional attachment is built less on marketing messages than on how travellers perceive the identity of the platform and the quality of its website. When users view the platform as trustworthy, visually appealing and aligned with their own values, they are more inclined to take an active role in their stay. They will more often than not communicate with their hosts to personalise arrangements and in return offer detailed feedback to help the hosts better cater to future guests.
Such co-creation is increasingly important to digital businesses, of which Airbnb is just one of many. The customer is no longer a passive recipient of goods and services, but can help shape both the product and the way in which the wider community perceives that product or service.
The work in EJIM argue that such involvement not only improves the perceived value of the service but also deepens the users’ sense of belonging. This is very much an outcome that modern digital companies in the sharing economy are keen to achieve.
The work is not only relevant to Airbnb itself, but to tourism managers and policymakers hoping to develop and foster meaningful user engagement.
Foroudi, P. and Marvi, R. (2025) ‘‘Some like it hot’: the role of identity, website, co-creation behaviour on identification and love’, European J. International Management, Vol. 27, No. 4, pp.623–670.
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