Browsing by Subject "Consumer perceptions"

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Evaluating brand perceptions, attitudes and usage of Airbnb with the uses and gratifications framework
(2020-06-22) Northfelt, Peter; Sciarrino, JoAnn
Airbnb and many technology platforms disrupt markets with superior customer functionality and reduced friction. However, as these technology platforms evolve from disruption to mainstream providers, it is imperative for them to also move from being perceived as a “facilitator” brand to a “gratifier” brand in order to retain and grow brand advocates and loyal consumers. This study applies the well-known uses and gratifications theoretical framework, coupled with qualitative research, to explore and understand consumer perceptions of Airbnb within the facilitation/gratification spectrum. This study revealed that consumers in the Gen-Z and college target market perceive Airbnb as a facilitator brand, but have clear aspirations for the brand as a gratifier. Airbnb may build on this study to evaluate and evolve marketing communications to demonstrate tangible gratifications of the brand more meaningfully to consumers