Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends

This study delves into Airbnb's brand presence on TikTok by analyzing textual content in posts, and human audio in videos. This approach aims to decipher the brand narrative and gauge user engagement. In the dynamic realm of social media marketing, TikTok has emerged as a key platform in shapin...

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Detalles Bibliográficos
Autores: Marti-Ochoa, Julia, Martín Fuentes, Eva, Ferrer Rosell, Berta
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2025
País:España
Institución:Universitat de Lleida (UdL)
Repositorio:Repositori Obert UdL
OAI Identifier:oai:repositori.udl.cat:10459.1/467715
Acceso en línea:https://doi.org/10.1177/08944393241260242
https://hdl.handle.net/10459.1/467715
Access Level:acceso abierto
Palabra clave:Social Media
User-generated content
Sentiment analysis
Online social networks
Influencers
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spelling Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment TrendsMarti-Ochoa, JuliaMartín Fuentes, EvaFerrer Rosell, BertaSocial MediaUser-generated contentSentiment analysisOnline social networksInfluencersThis study delves into Airbnb's brand presence on TikTok by analyzing textual content in posts, and human audio in videos. This approach aims to decipher the brand narrative and gauge user engagement. In the dynamic realm of social media marketing, TikTok has emerged as a key platform in shaping brand perception. This research specifically concentrates on Airbnb's content, distinguishing between official narratives and user-generated content (UGC). Notably, themes of 'Travel' dominate official posts, contrasting with 'Real Estate' and 'Business' in UGC. The methodology employed involves advanced data collection techniques, including web scraping for textual data and artificial intelligence for transcribing human audio to text. The findings reveal that UGC commands greater engagement and volume compared to Airbnb's own brand content, underscoring the increasing significance of user involvement in brand storytelling. An analysis of the study results is conducted using linguistic natural processing (LNP) for the sentiment base, and the vector space model for emotion analysis. Sentiment analysis reveals a predominance of the emotion 'happiness' and a significant presence of 'surprise' in the posts, both of which are critical for audience engagement. Moreover, the study indicates a high approval rate for Airbnb-related content, reflecting a positive reception of the brand. Additionally, the research observes that influencers, particularly nano influencers, have higher engagement rates, indicating that their authenticity and relatability appeal especially to Generation Z audiences. This study not only sheds light on the intricate relationship between brand narrative, user engagement, and sentiment on TikTok but also offers valuable insights into effective brand image construction and propagation in the digital era, highlighting the importance of diverse emotions in enhancing audience engagement.The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Spanish Ministry of Science and Innovation MCIN/AEI/10.13039/501100011033/ FEDER, UE within the RevTour project “Use of online reviews for tourism intelligence and for the establishment of transparent and reliable evaluation standards” (Ref: PID2022-138564OA-I00) and Institute for social and Territorial Development (INDEST) within the ResTur project for the call (2023CRINDESTABC).SAGE Publications2025info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttps://doi.org/10.1177/08944393241260242https://hdl.handle.net/10459.1/467715reponame:Repositori Obert UdL instname:Universitat de Lleida (UdL)Inglésinfo:eu-repo/grantAgreement/AEI//PID2022-138564OA-I00Versió postprint del document publicat a https://doi.org/10.1177/08944393241260242Social Science Computer Review, 2025, vol. 43, núm. 2, p. 318-340(c) Julia Marti-Ochoa, Eva Martin-Fuentes, Berta Ferrer-Rosell, 2025info:eu-repo/semantics/openAccessoai:repositori.udl.cat:10459.1/4677152026-06-24T12:42:17Z
dc.title.none.fl_str_mv Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
title Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
spellingShingle Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
Marti-Ochoa, Julia
Social Media
User-generated content
Sentiment analysis
Online social networks
Influencers
title_short Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
title_full Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
title_fullStr Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
title_full_unstemmed Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
title_sort Airbnb on TikTok: Brand Perception Through User Engagement and Sentiment Trends
dc.creator.none.fl_str_mv Marti-Ochoa, Julia
Martín Fuentes, Eva
Ferrer Rosell, Berta
author Marti-Ochoa, Julia
author_facet Marti-Ochoa, Julia
Martín Fuentes, Eva
Ferrer Rosell, Berta
author_role author
author2 Martín Fuentes, Eva
Ferrer Rosell, Berta
author2_role author
author
dc.subject.none.fl_str_mv Social Media
User-generated content
Sentiment analysis
Online social networks
Influencers
topic Social Media
User-generated content
Sentiment analysis
Online social networks
Influencers
description This study delves into Airbnb's brand presence on TikTok by analyzing textual content in posts, and human audio in videos. This approach aims to decipher the brand narrative and gauge user engagement. In the dynamic realm of social media marketing, TikTok has emerged as a key platform in shaping brand perception. This research specifically concentrates on Airbnb's content, distinguishing between official narratives and user-generated content (UGC). Notably, themes of 'Travel' dominate official posts, contrasting with 'Real Estate' and 'Business' in UGC. The methodology employed involves advanced data collection techniques, including web scraping for textual data and artificial intelligence for transcribing human audio to text. The findings reveal that UGC commands greater engagement and volume compared to Airbnb's own brand content, underscoring the increasing significance of user involvement in brand storytelling. An analysis of the study results is conducted using linguistic natural processing (LNP) for the sentiment base, and the vector space model for emotion analysis. Sentiment analysis reveals a predominance of the emotion 'happiness' and a significant presence of 'surprise' in the posts, both of which are critical for audience engagement. Moreover, the study indicates a high approval rate for Airbnb-related content, reflecting a positive reception of the brand. Additionally, the research observes that influencers, particularly nano influencers, have higher engagement rates, indicating that their authenticity and relatability appeal especially to Generation Z audiences. This study not only sheds light on the intricate relationship between brand narrative, user engagement, and sentiment on TikTok but also offers valuable insights into effective brand image construction and propagation in the digital era, highlighting the importance of diverse emotions in enhancing audience engagement.
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://doi.org/10.1177/08944393241260242
https://hdl.handle.net/10459.1/467715
url https://doi.org/10.1177/08944393241260242
https://hdl.handle.net/10459.1/467715
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/grantAgreement/AEI//PID2022-138564OA-I00
Versió postprint del document publicat a https://doi.org/10.1177/08944393241260242
Social Science Computer Review, 2025, vol. 43, núm. 2, p. 318-340
dc.rights.none.fl_str_mv (c) Julia Marti-Ochoa, Eva Martin-Fuentes, Berta Ferrer-Rosell, 2025
info:eu-repo/semantics/openAccess
rights_invalid_str_mv (c) Julia Marti-Ochoa, Eva Martin-Fuentes, Berta Ferrer-Rosell, 2025
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv SAGE Publications
publisher.none.fl_str_mv SAGE Publications
dc.source.none.fl_str_mv reponame:Repositori Obert UdL
instname:Universitat de Lleida (UdL)
instname_str Universitat de Lleida (UdL)
reponame_str Repositori Obert UdL
collection Repositori Obert UdL
repository.name.fl_str_mv
repository.mail.fl_str_mv
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