Introducing yourself to strangers

Does Conversational Self-Presentation Matter in Peer-to-Peer Accommodation

Bibliographic Data

ID7473322
AuthorsFuzhen Liu (0000-0003-2998-9652, Wuhan University, corresponding author), Chaocheng He (0000-0002-9885-0331, Wuhan University), Kee‐hung Lai (0000-0001-9296-0882, Faculty of Business, The Hong Kong Polytechnic University), Kee-Hung Lai
Year2026
Volume36
Issue1
Pages78-99
Publication date2026-02-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald (PUBLISHER)
DOI10.1108/intr-10-2023-0867
OpenAlexW4402383278
LanguageEN
Citations received3
References cited37

Purpose Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication. Design/methodology/approach Drawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases. Findings Utilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases. Research limitations/implications This study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation. Practical implications Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication. Originality/value This study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses

Accommodation · Peer-to-peer · Presentation (obstetrics · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Sharing Economy and Platforms · Social Psychology

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Open DOI