Predicting consumer personality traits in the sharing economy: The case of Airbnb
For today’s human-centred engagement models and disruptive innovations, personalisation is paramount. In this regard, the use of Big Data analytics to leverage unstructured and user-generated content and create psychographic or psychologically-personalised marketing could well
be a game-changer. This article describes a method to identify the ‘Big Five personalities’ of Airbnb guests through the linguistic analysis of their reviews. The study, conducted with IBM Watson Personality Insights AI, obtained these psychometric insights from a sample of 512
guests who had written at least 1,500 words’ worth of reviews. The statistically significant results indicate that Airbnb guests score high in altruism, cooperation, sympathy, trust, cautiousness, dutifulness, activity-level, extraversion, artistic interests, intellect, liberalism and
openness. Concurrent with this, they score low in excitement-seeking, gregariousness, anger and self-consciousness.
Keywords: Big Data; artificial intelligence; content analysis; linguistic analytics; personality analysis; sharing economy; user-generated content
Document Type: Research Article
Publication date: 01 January 2019
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