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Leveraging social media to gain insights into service delivery: a study on Airbnb

Author

Listed:
  • Moritz Hoffen

    (European Research Center for Information Systems (ERCIS), University of Muenster)

  • Marvin Hagge

    (European Research Center for Information Systems (ERCIS), University of Muenster)

  • Jan Hendrik Betzing

    (European Research Center for Information Systems (ERCIS), University of Muenster)

  • Friedrich Chasin

    (European Research Center for Information Systems (ERCIS), University of Muenster)

Abstract

Consumers increasingly rely on reviews and social media posts provided by others to get information about a service. Especially in the Sharing Economy, the quality of service delivery varies widely; no common quality standard can be expected. Because of the rapidly increasing number of reviews and tweets regarding a particular service, the available information becomes unmanageable for a single individual. However, this data contains valuable insights for platform operators to improve the service and educate individual providers. Therefore, an automated tool to summarize this flood of information is needed. Various approaches to aggregating and analyzing unstructured texts like reviews and tweets have already been proposed. In this research, we present a software toolkit that supports the sentiment analysis workflow informed by the current state-of-the-art. Our holistic toolkit embraces the entire process, from data collection and filtering to automated analysis to an interactive visualization of the results to guide researchers and practitioners in interpreting the results. We give an example of how the tool works by identifying positive and negative sentiments from reviews and tweets regarding Airbnb and delivering insights into the features of service delivery its users most value and most dislike. In doing so, we lay the foundation for learning why people participate in the Sharing Economy and for showing how to use the data. Beyond its application on the Sharing Economy, the proposed toolkit is a step toward providing the research community with an instrument for a holistic sentiment analysis of individual domains of interest.

Suggested Citation

  • Moritz Hoffen & Marvin Hagge & Jan Hendrik Betzing & Friedrich Chasin, 2018. "Leveraging social media to gain insights into service delivery: a study on Airbnb," Information Systems and e-Business Management, Springer, vol. 16(2), pages 247-269, May.
    • Handle: RePEc:spr:infsem:v:16:y:2018:i:2:d:10.1007_s10257-017-0358-7
    DOI: 10.1007/s10257-017-0358-7
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    References listed on IDEAS

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    1. Belk, Russell, 2014. "You are what you can access: Sharing and collaborative consumption online," Journal of Business Research, Elsevier, vol. 67(8), pages 1595-1600.
    2. Marchand, André & Hennig-Thurau, Thorsten & Wiertz, Caroline, 2017. "Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 336-354.
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    Cited by:

    1. Zachlod, Cécile & Samuel, Olga & Ochsner, Andrea & Werthmüller, Sarah, 2022. "Analytics of social media data – State of characteristics and application," Journal of Business Research, Elsevier, vol. 144(C), pages 1064-1076.
    2. Anna Isabelle Gomes Pereira Santos & André Riani Costa Perinotto & Jakson Renner Rodrigues Soares & Tiago Savi Mondo & Priscila Cembranel, 2022. "Expressing the Experience: An Analysis of Airbnb Customer Sentiments," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-21, August.
    3. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2021. "The impact of information disclosure on consumer purchase behavior on sharing economy platform Airbnb," International Journal of Production Economics, Elsevier, vol. 231(C).
    4. Tao Liu & Kewei Shi & Lingli Hu & Yuqing Liu & Yunyao Liu, 2023. "A New Instrument for Measuring Customers’ Perceptions of Service Warmth: A Big Data and Machine Learning Approach," SAGE Open, , vol. 13(4), pages 21582440231, December.
    5. Bram Faber & Tjerk Budding & Raymond (R.H.J.M.) Gradus, 2019. "Keeping In Touch With Citizens Online: Social Media Usage In Dutch Local Government," Tinbergen Institute Discussion Papers 19-001/VIII, Tinbergen Institute.
    6. Sun, Ying & Leng, Ke & Xiong, Haitao, 2022. "Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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