The importance of marketer-generated content to peer-to-peer property rental platforms: Evidence from Airbnb

The effects of user-generated content (UGC) on consumers’ purchasing behaviors have been verified by previous studies. This study extends the context to peer-to-peer property rental platforms. The authors expect that the heterogeneity of properties and scant amount of UGC should highlight the importance of marketer-generated content (MGC) on such platforms. Using secondary data from Airbnb, the study sheds light on the methods hosts use to present descriptions related to their properties and themselves and how MGC influences guest booking and decisions about posting reviews. The results show that providing comprehensive and detailed descriptions related to both properties and hosts improves review volume. In addition, property quantity can moderate the effects of MGC on review volume and property performance. The findings contribute to both the literature and practice within the hotel and tourism industry.