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Nieto García, Marta Muñoz Gallego, Pablo Antonio Viglia, Giampaolo González Benito, Óscar 2025-01-22T08:16:33Z 2025-01-22T08:16:33Z 2020 Nieto García, M., Muñoz-Gallego, P. A., Viglia, G., & González-Benito, Ó. (2020). Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue. Journal of Travel Research, 59(7), 1268-1281. https://doi.org/10.1177/0047287519878520 0047-2875 http://hdl.handle.net/10366/162230 10.1177/0047287519878520 1552-6763 [EN] Online peer-to-peer platforms empower individual users and facilitate value-oriented exchanges. Personal profiles are the main point of contact with consumers on these platforms. Although individual sellers can use these profiles to market their own products, the optimal communication strategies that maximize their revenues remain uncertain. In line with construal-level theory, a self-presentation strategy that reduces social distance might increase sellers’ revenues. An empirical validation, based on 6,074 Airbnb listings, affirms that self-presentation that evokes social values leads to higher revenues. The length of the self-presentation also exerts a notable impact. Specifically, an inverted U-shaped effect on revenues reaches its peak at 424 words. This research has rich managerial implications, in that it demonstrates how sellers on peer-to-peer platforms can increase their revenues simply by emphasizing social values in their self-presentation eng http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Attribution-NonCommercial-NoDerivatives 4.0 Internacional Self-presentation Social distance Revenue Peer-to-peer accommodation Airbnb Sharing economy Be Social! The Impact of Self-Presentation on Peer-to-Peer Accommodation Revenue info:eu-repo/semantics/article