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EMAC 2019 Annual Conference

Personality Analysis of Sharing Economy Consumers: An Application of Text Mining

Published: May 28, 2019


Murat Acar, Bogazici University; Aysegul Toker, Bogazici University


Sharing Economy; User-generated Content; Text Mining


Data-driven marketing has given rise to the search for new data sources to extract valuable insights. Researching consumer behaviors through data of segments like demographics and transactions is now obsolete since the idiom of “you” has become popular in marketing phenomena, especially in Sharing Economy. Airbnb is one of the disruptive examples where guests (i.e., consumers) and hosts (i.e., suppliers) reside in the humanization of consumer-supplier relationship under a new form of contractual agreement. This service context offers a great opportunity to analyze user-generated content like guests’ textual reviews on the hosts’ listings (i.e., rooms or apartments) upon the service encounters. Our main goal is to extract Airbnb guests’ Big5 personalities using their personal texts by utilizing an Artificial Intelligence application. The significant findings include that the Airbnb consumers score high in Extraversion and Openness dimensions of Big5.