Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

Abstract

This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb-a peer-to-peer online platform for renting, swapping, and lending accommodations-the current study examines how consumers' perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers' brand perceptions influence their behavioral engagement on social media.

Online brand advocacy and brand loyalty: a reciprocal relationship?

“…Further, no prior research has investigated whether brand advocacy leads to brand loyalty, in offline or online settings. This is curious as, in online contexts, consumers are vocal about brands and do not shy away from “social media consumption, contribution, and creation of brand-related content (COBRAs)” (Schivinski et al , 2020, p. 1). It may be that, the more a consumer shares and vocalises about a brand, the more they become attached to that brand, suggesting this relationship should also be examined.…”

Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement

“…al. (2019); often perceived as entertaining, fun, exciting (De Vries and Carlson, 2014;Langaro et al, 2019;Schivinski et al, 2020), transcendent and relaxing (Hollebeek and Macky, 2019). For example, watching a video can be amusing, reading a review about a product can generate anticipation and excitement (e.g., related to consuming content), liking or creating an Instagram post can be entertaining (e.g., related to contributing or creating content) (OECD, 2007;Shao, 2009;Kim et al, 2012;Langaro et al, 2019).…”

“…In the context of social media, functional value is provided by informative content (Hollebeek and Macky, 2019;Meire et al, 2019), including learning about the brand and category, its uses and first-hand news (Langaro et al, 2019). These aspects impact consumers perceptions of the objective value of nonsponsored brand-related UGC (Schivinski et al, 2020) perceived as a convenience (Jensen et al, 2008), ease of use (OECD, 2007;Ryu et al, 2009;Kim et al, 2012), practicality, helpfulness and usefulness (De Vries and Carlson, 2014).…”

“…Emotional value reflects the value perceived as a result of offerings' ability to "arouse or perpetuate feelings or affective states such as comfort, security, excitement, romance, passion, fear or guilt" (Smith and Colgate, 2007, p: 8). In the context of social media, emotional value is related to the feelings evoked by the experience of the exposure and its aesthetics (Katz et al, 1973;Khan, 2017) and is driven by emotional and sensory appeal and the ability to foster consumer arousal Meire et al (2019); often perceived as entertaining, fun, exciting (De Vries and Carlson, 2014;Langaro et al, 2019;Schivinski et al, 2020), transcendent and relaxing (Hollebeek and Macky, 2019). For example, watching a video can be amusing, reading a review about a product can generate anticipation and excitement (e.g.…”

Journal of Brand Management: year end review 2020

“…In their study, Schivinski et al (2020) focus on social media and consumer brand engagement in the context of shared and collaborative consumption businesses, in this case focusing on Airbnb. The study highlights how brand image operates in different ways depending on its content type (hedonic or functional), with hedonic playing overall a more relevant role with regard to consumption, contribution, and creation of brand-related content.…”