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EMAC 2024 Annual


How to Communicate Physically Shared Offerings in the Sharing Economy
(A2024-119534)

Published: May 28, 2024

AUTHORS

Thomas Schreiner, University of New South Wales; Franziska Völckner, University of Cologne; Harald van Heerde, University of New South Wales Sydney; Valentyna Melnyk, Massey University; Tobias Hinze, University of Cologne; Magdalena Bekk, University of Cologne

ABSTRACT

A key element of the sharing economy is that resources can be physically shared, such as a shared accommodation on Airbnb. Despite the importance of marketing communication for sharing platforms, it is unclear whether and how providers should communicate physically shared offerings differently from non-physically shared offerings. To address this gap, this research takes a psychological ownership perspective and investigates how provider communication drives demand and how these effects are moderated by whether an offering is physically or non-physically shared. Monthly field data of 130,595 Airbnb offerings across six large U.S. cities and close to five years show that for physically (versus non-physically) shared offerings, provider self-investment is less effective in increasing demand, while provided information, provider availability, and price are more effective. A text analysis of Airbnb consumer reviews shows that physically (versus non-physically) shared offerings convey a lower sense of psychological ownership. This finding explains why giving a sense of psychological ownership through marketing communication is especially effective for physically shared offerings. The authors discuss implications for providers and platforms that provide access to physically shared or non-physically shared or both types of offerings.