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To promote the success of peer-to-peer accommodation, this study examines the effects of online host–guest interaction as well as the interaction's boundary conditions of listing price and reputation on listing popularity.

Using 330,686 data collected from Airbnb in the United States of America, the authors provide empirical evidence to answer whether social-oriented self-presentation and response rate influence listing popularity from the perspective of social exchange theory (SET). In addition, the authors investigate how these two kinds of online host–guest interactions work with listing price and reputation to influence listing popularity.

The results reveal the positive association between online host–guest interaction and listing popularity. Notably, the authors find that listing price strengthens but listing reputation weakens the positive effects of online host–guest interactions on listing popularity in peer-to-peer accommodation.

This study is the first attempt to adopt SET to explain the importance of online host–guest interactions in influencing listing popularity as well as examine the moderating role of listing price and reputation on the above relationship.

Positive reviews can enrich the favorable impression of peer-to-peer accommodation products, and seizing this impression is vital for hosts. This study aims to focus on hosts’ response strategies to positive reviews and their effects.

This study categorizes hosts’ response strategies to positive reviews into cordial and tailoring responses. This study empirically analyzes the influence of these response strategies on subsequent review volumes using 1,283 valid listings and zero-inflation negative binomial regression models.

While hosts use cordial responses more, tailoring responses are more likely to drive subsequent reviews. In addition, when the host chooses entirely shared accommodation or sets a high price, the facilitating effect of the two response strategies on subsequent reviews weakens.

This study enriches the knowledge system on managerial responses by proposing two specific response strategies to positive reviews that can be adopted by peer-to-peer accommodation hosts and by finding the promoting impact of these strategies on subsequent review volumes.

This study recommends that peer-to-peer accommodation hosts adopt cordial and tailoring responses to encourage subsequent consumer reviewing behavior.

As an early attempt to explore hosts’ responses to positive reviews and their impacts on subsequent review volumes, this study provides valuable insights into further research on positive review response strategies in the digital space.

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.

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.

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.

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.

Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.

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.

This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification.

A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data.

The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM.

The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition.

This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.

This paper aims to examine the primary supply data sources that have been used for research into the sharing economy, and the advantages and limitations of these sources in the literature.

To address the research aims, this study conducted a systematic literature review and content analysis of all relevant articles. Following the review, the methodological sections of the selected papers were examined to identify the characteristics and limitations of all data sources used in the papers.

This study revealed several limitations of the use of three major data sources, namely, web scraping with self-made bots, inside Airbnb and AirDNA, for sharing economy research. The review shows that the majority of the selected papers did not acknowledge any limitations, nor did they discuss the quality of the data sources.

The findings of this paper can serve as guidelines for selecting appropriate data sources for research into the sharing economy and cautions researchers to address the limitations of the data sources used.

To the best of the authors’ knowledge, this is the first study that explores the advantages and limitations of data sources used in short-term rental market research.

This study aims to explore the advantage of foreignness in a digital world.

Usage data for 251 days of 32 travel mobile applications installed on a major mobile phone brand in China are examined. Results support the author’s arguments.

Foreign mobile apps enjoy higher daily usage time than local apps. Next, the author consider how foreign apps can maximize their advantage, that is, increase daily usage time. The author argue that a multinational enterprise (MNE) can digitally enter a country that has numerous immigrants from its home country because of the high number of potential long tail users. A high level of diversity of international experience of MNEs increases the ability to understand and satisfy the specific needs of long tail users, thereby increasing daily usage time of foreign mobile apps. To maximize the advantage of foreignness in a digital world, MNEs can also carefully select business models that do not heavily rely on network effect, given the difficulty of generating network effect by long tail users.

Previous studies focus on the liability of foreignness or outsidership that MNEs encounter in the digital world, whereas this study argues that foreignness brings certain benefits, such as the capability to satisfy the specific needs of long tail users.