Evaluating brand perceptions, attitudes and usage of Airbnb with the uses and gratifications framework

Northfelt, Peter

Evaluating brand perceptions, attitudes and usage of Airbnb with the uses and gratifications framework

dc.contributor.advisor	Sciarrino, JoAnn
dc.creator	Northfelt, Peter
dc.date.accessioned	2021-01-21T21:43:56Z
dc.date.available	2021-01-21T21:43:56Z
dc.date.created	2020-05
dc.date.issued	2020-06-22
dc.date.submitted	May 2020
dc.date.updated	2021-01-21T21:43:57Z
dc.description.abstract	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
dc.description.department	Advertising
dc.format.mimetype	application/pdf
dc.identifier.uri	https://hdl.handle.net/2152/84384
dc.identifier.uri	http://dx.doi.org/10.26153/tsw/11363
dc.language.iso	en
dc.subject	Advertising
dc.subject	Branding
dc.subject	Focus groups
dc.subject	Survey
dc.subject	Mood boards
dc.subject	Consumer perceptions
dc.subject	Consumer behavior
dc.subject	Airbnb
dc.subject	Uses and gratifications
dc.title	Evaluating brand perceptions, attitudes and usage of Airbnb with the uses and gratifications framework
dc.type	Thesis
dc.type.material	text
thesis.degree.department	Advertising
thesis.degree.discipline	Advertising
thesis.degree.grantor	The University of Texas at Austin
thesis.degree.level	Masters
thesis.degree.name	Master of Arts