Social Media Impact on Airbnb

This assignment examines the significant role of social media in promoting Airbnb's services and enhancing its brand image. It highlights how Airbnb leverages platforms like Twitter to connect with customers, build awareness, and drive sales. The analysis also delves into potential challenges faced by businesses using social media marketing, providing recommendations for Airbnb to optimize its strategies and further strengthen its online presence.

Dissertation

Table of Contents
The Possible advantage of Social Media Marketing (SMM).................................................5
Possible challenge with Social Media Marketing..................................................................6

Abstract –
This research explored the impact of social media on share economy market through
example by Airbnb company. SM is a form of internet tools and applications that allow
people to generate and distribute content or to join through Social Networking (SN)
(Albarran, 2013) Currently, Social media exists nearly every aspect of our individual and
business lives. In business, for any company’s overall strategy, it is not just about marketing
and public relationship but social media also carry a vital role of business success. Today,
within the business realm, there are most significant social media tools such as Facebook,
Twitter, Instagram, LinkedIn, YouTube, TripAdvisor and others. These tools are allowing
consumers to interact with each other through online in regards of product information,
service, direct feedback and overall business success. Through this kind of practice, helps
businesses to analysis consumer’s problems, demands and wish list by gathering consumer
information and later reflect on product to fulfil consumers demands (Kim, et al., 2015).
Furthermore, social media helps to build business reputation or brand and brand community
(Appendix 1, a). To exploring the brand community, based on social media which reflects
positive effect on business and build communities’ value creation practices, brand trust, brand
awareness and brand loyalty (Habibi, et al., 2012). Furthermore, to maximize the usefulness
of SM, firms not only answer to customer feedback but also proactively use SM to enlarge
their customer base and inspire further purchases using SMM (Gamboa , & Gonçalves,
2014). Through using SM platforms, firms can very quickly share marketing substances with
large number of consumer group. It is very much cost efficiency and time saving ( Dobelea,
et al., 2005). Currently, Airbnb disrupting old hotel industry’s marketing strategy and the key
success of Airbnb is the use of social media to connect with customer (Holmes, 2013).
However, nowadays each hospitality firms use social media platforms to get competitive
advantage. So, in that case, it important to analysis what SM impact on Airbnb business. This
study investigates the impact of social media on the success of Airbnb overall, as measured
by the impact of social media outreach on lead generation and brand awareness.
Introduction
The social media have crated huge impacts of organization and their activities. This is
revolutionary changes which take place in the past few years. Effective use of social media
could give maximise amount of business, minimising marketing expenditures and generate
company competitive advantage. Social media is an unavoidable as a main marketing tool to
enhance brand awareness and get quick success in any business. With the help of social
media entities can increases their business and along with that gain more international
customers. SMM to enhance brand awareness of any product or service. Using this
transformation, many modern companies have succeeded very quickly rather than using the

traditional marketing approach. The social media helps to entities to again competitive
advantage and along with this they can also make their customers more awareness.
Among with this customer get also benefits from the using of social media. It helps to them to
get awareness regarding to the entities services and products and also make aware. in this
regards customers easily find solution of their problems. There are various types of social
media channels such as Facebook, twitter, Instagram and many other plat from which helps to
company to expand their business. The present report is based on the Airbub which I US
based company. The company is based on unique idea in which they offer services by renting
their houses to people which come to visits to their country. In this people offers their house
as rent to other people and earn money. With the help of social media they can offer services
to worldwide. Airbnb mostly using social media marketing (SMM) tools which is become a
major important aspect of Airbnb marketing instrument and customer relation management.
With the help of social media they gain more international customers in their business and
maximize their profits and ensure long term growth.
Literature review
Background of this study –
The Short-Term Room Renting’ (STRR) or vacation rental group is the second largest group
of lodgings after hotels industry. Its predictable global market size of nearly $100 billion
(Serviced Apartment Summit, 2016). Basically, the first idea of lodging STRR business
evolve in US market by VRBO (Vacation Rental by Owner) which currently a part of
HomeAway Family (Hagiu & Rothman, 2016) (VRBO, 2017). Later this practice spread
around the world due to its innovations of the product and high market value. STRR are most
larger among United State of America (USA)and European Union (EU), consecutively
produces more than $85 billion in income in which averaged nearly $14,000 per estate
(Serviced Apartment Summit, 2016). There are number big companies which are highly
established following this nature of the business, are all headquarter from USA. Currently,
the top STRR player such as AirBnB, HomeAway Family, TripAdvisor, FlipKey and others.
However, Airbnb is an individual largest company of STRR, including market share near
about 30$ billion (Serviced Apartment Summit, 2016) (Zervas & Proserpio, 2016) which is
more than the Hilton worldwide which market capacity is 23.33$ billion (Ting, 2016). Within
USA, Airbnb has nearly 550,000 listing while California is the chief of all states by 125,803
total properties listed, and New York in second place by 94,976 Airbnb listed (Airdna, 2016).
Although there is a high potential of the market, many home sharing companies face off due

to the number of prohibitions and geographically-based controls on short-term rentals
Industry in many different states in US also around the world (Jefferson-Jones, 2015, p. 12)
Figure 1 Airbnb listing within USA (Airdna, 2016)
Furthermore, STRR investment or distribution are mostly gone through online by represented
94% of the overall transactions value over the 5-year period (Serviced Apartment Summit,
2016, p. 9). Through enabling people to list or renting short-term lodging including vacation
rentals, apartment rentals, homestays, hostel beds, or hotel rooms, Airbnb company is an
online marketplace and provide hospitality service (Airbnb, 2017). The company is merely a
broker and received percentage from both host and guest in regard with every booking in
online. Airbnb does not own any lodging. The company is not like other hotels but let people
to sharing each other houses. Furthermore, due to low cost transaction through online, Airbnb
mostly using social media marketing (SMM) tools which is become a major important aspect
of Airbnb marketing instrument and customer relation management. Furthermore, Airbnb
website itself a social media platform.
Effective use of social media could give maximise amount of business, minimising marketing
expenditures and generate Airbnb’s competitive advantage. The literature currently does not
give much more information on peer to peer marketing reference to Airbnb operation in
United State (US) but in general research of hotel industry, it is strongly recommended that
social media is an unavoidable as a main marketing tool to enhance brand awareness and get
quick success in any hospitality business (Inversini & Masiero, 2014). Furthermore, in a

bigger picture, United Nations World Tourism Organization (UNWTO) (2012), suggested
that both tourism and hospitality sector should stress online communication with customer,
facilitated by social media to gain competitive advantage. Due to the digital transformation
and increase of competition, it is currently very complex to implement or easy to get
competitive advantage by using SMM to enhance brand awareness of any product or service.
Furthermore, within this research, it has also studied on how SMM impact on brand
awareness
Airbnb and online marketing in the share economy
It is necessary to know what it would take for a brand to boost any online marketplace. There
are many traditional rules for an overall marketing approach, which has overturned due to the
influence of digital transformation. Using this transformation, many modern companies have
succeeded very quickly rather than using the traditional marketing approach. Amongst those
companies, they are mainly technology based such as Airbnb, Uber and others (Leigh et al.,
2017, p. 64). In this research, we select the company; Airbnb, who are running a successful
business by renting out rooms, flats or houses for short-term use within a two-sided platform
or sharing economy including guest and Host.
Sharing economy is a revolutionary market, collectively known as peer-to-peer markets or
peer economy, which individuals can rent or borrow properties owned by someone else
(Investopedia, 2017). Here Airbnb and Uber is one of the most successful marketplace
entrepreneurs within the peer to peer online market. Furthermore, Social media marketing
(SMM) is an essential part of online marketing. However, without analysis its advantage and
disadvantage, Social Media Marketing (SMM) is very difficult to build or carry on an online
marketplace as there are many hidden traps are building on it. According to Hagiu &
Rothman (2016) who explored several hidden traps within the online marketplace, they
identified four key aspects including growth, trust & safety, disintermediation and regulation
which is mentioned more elaborately in Appendix 3.
Furthermore, peer economy market largely depends upon social media to gain content
marketing. For example, a company like Airbnb or Uber who are leading businesses within

the sharing economy. These companies also have social media platforms which they work
through over company’s websites, applications, and others social media platforms that allows
clients to generate and distribute content or to join in social networking (Google, 2017).
Furthermore, Airbnb and Uber have got specific product and selected consumer segments.
Although Airbnb itself is a social media channel, there are some giant SM channels, such as
Facebook and Twitter who have more users than Airbnb. Therefore, it is essential for Airbnb
to focus upon online marketing on the social media to enhance their 'content marketing' or
increasing brand awareness.
The Possible advantage of Social Media Marketing (SMM)
According to Mercadal (2014) express that the public and private organizations use social
media marketing as a comparatively new addition to the IMC (Integrated marketing
communications) systems to link with their target market or consumer. It is promotional tool
and controls several components including, brand awareness, direct marketing, sales
promotions publicity, advertising, and more (Mercadal, 2014). The basic role of SMM is to
create media content which attracts and influence users to share it and create public
awareness (Mercadal, 2014). Furthermore Brown & Hayes (2007), pointed out that social
media also carry a significant role on influence marketing through the impact of blogs, wikis
and others social media platform. By replacing traditional sources of influence, firms using
SM platform to enable new influencers to emerge. Furthermore, they argued that to bring
down the competitive advantage, organisation needs to generate market awareness, creates
more leads and address sales barriers which are closely related to the persistent growth and
advantage of word of mouth (WOM). In addition, currently, it is very commons use of SMM
approach in both strategy building and firm’s operation role, such as social customer
relationship management, social media monitoring for marketing intelligence, viral
marketing, advertising on social media and more on (Charlesworth, 2015)
The use of social media as tool of marketing strategy, there are many businesspersons face
problem because of lack of knowledge in how to use SM in SMM strategy (DeMers, 2014).
By the same time many small and large firms globally spending billions of pounds in each
year and most the of the money has been spent on wrong people (Brown & Hayes., 2007).

Possible challenge with Social Media Marketing
According to Sethna et. al, (2013, p. 254) they expressed that there are some cases where a
small number of followers on Facebook or fans on Twitter are actually genuine, but, the
maximum amount of followers are from their rivals or other local businesses. They also
expressed a fine connection between the image of the business and the individual personality,
and that some businesses could be mistakenly affected through their name by posting wrong
individual information. For example, in 2014, Coca-Cola faced extreme criticisms from both
Russia and the Ukraine by creating controversial New Year's greeting on a Russian social
media site which contained a map of Russia where it happened to omit Crimea, the region of
Ukraine. After confronting the issues raised from several Russian SM users, Coca-Cola
announced an amended version of its map which comprised the whole of the region. But,
after altering the map of Russia to contain Crimea, this only provoked additional anger from
Ukrainian handlers who delivered a series of abuses across social media sites and asked for
the prohibition of Coca-Cola. (Makortoff, 2016). There are some issues which can be seen in
marketing communication on and offline with social media. According to (Smith & Zook,
2011, p. 467), recently many businesses who used to rely upon SMM and suffered due to’
less web visible’, or lack of adding fresh information of the company’s product which
apparently creates no-traffic followers and without mass followers makes SM sites become
incompetent. In contrast, he also added that on some occasions constant observation is a high
requirement due to the security hackers’ scams; fake followers; and spammers risking and
crashing. In addition, an uninvited email is reflected even more offensive and, as a result,
spam or junk mail which is against the law in recent consumer markets in respect of direct
marketing via internet (Smith & Zook, 2011, p. 398).
Furthermore, in regards of SMM within the two-sided market, many marketers faces
problems to analysis it. There are a number of researchers who have examined the difference
between several divisions of the hotel industry but it would be a wrong practice if they treat
Airbnb in the same way. According to Liua & Mattila (2016) they have been justified through
research such as Airbnb, to individualise itself from the usual hotels by offering guests a
‘feeling at home’ experience (e.g., belongingness) and an ‘atypical place to stay’ expeerience
(e.g., uniqueness) (Airbnb, 2017, b). Therefore, two of these issues can be addressed within
this research.

There are few academic findings (brief intro of those findings) have examined on Airbnb and
social media connection (Zervas & Proserpio, 2016) (Stephanie Q. Liua, 2017) and given
these issues, it is important to research the coverage to which SMM and customer relation
strategies benefit for Airbnb organisation. The aim of this research was to adopt those
difficulties exploiting by quantitative study with a survey proposal. In addition, there are a
lack of quantitative data connected to the impact of SM on Airbnb formation in US which
hypothetically makes it challenge for the company to defend investment in SM approaches.
Secondly, there are substantial gaps in research literature regarding the social media impact
on Airbnb formation.
To measuring the outcome by defining the goals, a constructive planned approach of SM
method in marketing must be taken. According to Kelly (2012), express that social media
assists to accomplish three collective marketing goals including ‘Lead Generation’,
‘Customer Retention’ and ‘Brand Awareness’. Furthermore, this section will review how
above collective planned marketing goals benefited by use of social media tools.
Brand awareness
According to Aaker (1991 cited Šerić, et al., 2016, p. 162), to create a brand equity, brand
awareness is the first step which outlined as the prospective ability consumer to identify and
memorise the designation of the brand. Furthermore, on his research he segmented three level
of branding awareness. First is top of the mind – such as when in generally we think about
soft drinks, it usually comes up in the mind the name of Coka Cola Product. Second is
Unaided brand recall - such as realisation of a brand when it arises to brain as soon as its
product type is stated. For example, if we talk about London Underground it pop up the name
of TFL company and the final is Brand reorganization. Furthermore, there are significant
benefits to access high level of brand awareness. Aaker (1991 cited Šerić, et al., 2016, p. 162)
further mention three type of benefits during intruduing high-level of brand awareness
including brand learinging advantage, high visible brand and finally it influene and deliver
the choice of advantage in low-involment parchases decision, in case of lack of buying
ablility or purchases motivation. Mitchell & Boustani (1992), added that when a product is
totally new for the certain consumers, is toally new about any certain product, they base their

interest on observations of items believed to be trendy, well-known, and having a well
reputation within the market.
Furthermore, Brand awareness also increase through the identification of brand image. A well
know brand image helps to recognise quickly by consumer. Brand image creates both
affective and cognitive qualities that consumers connect to particular brands (Dobni &
Zinkhan, 1990). Romaniuk and Sharp (2003) express that brand image creates from a range
of sources, comprising with WoM (Word of Mouth) recommendation, consumer knowledge
and marketing communications. According to this view it also reflects that brand image also
influence customer purchasing decision and also recommend the product to others.
Furthermore, it is also proved that there are many firms have been effected after promoting
wrong advertisement or brand logo (Heilpern, 2016). In the case of Airbnb logo which also
face criticism such as many commentators suggested that is looks like some sexual organ or
others part of human body (Kelion, 2014).
Furthermore, brand awareness is a practice to placing product information and awareness on
consumer’s mind and about getting more cautiousness on that specific brand (Kelly, 2012).
For example, there are several practices can be seen where brand awareness has increased in
business to business (B2B) and business to customer (B2C) using social media. For example,
through analyses a case study of King Arthur floor (Vermont, 2014), where the firms brand
awareness and dependability developed with the use of social media. Company generally
communicate with consumer by sharing the pictures of foods, recipes, cooking techniques,
bickering process at Facebook, Twitter and company’s blog. According to King Arthur’s
Facebook (Facebook, 2016) page its show 904,559 people like this and 878,208 people
follow the information of company’s product and in twitter 28.9 K followers. Furthermore, in
another point of view this above example can be contrast with lead generation process which
helps to firm to build a good relationship with customer and later reflect this relation reflect
on greater sales.
Generate More Leads –

According to the business need, companies generally increase their business to get further
lead or competitive advantage. According to Kolowich (2017), lead generation is the
prospects into those leads firms just talked about and process of attracting and converting
stranger to followers. In another view, currently lead generation process in global business
has changed due to the change of selling and buying process, while marketers needs to find a
new strategy to reach to the customer (Marketo, 2017). They also added that marketers must
now focus on being found and learn to build continuous relationships with customers, instead
of finding buyers with email blasts and mass advertising. For example, Airbnb has faced a
great challenge in China by ranks third behind home-grown competitors Tujia and Xiaozhu in
number of lodging listings but recently Airbnb boost its Chinese market by its new push aim
strategy to increase its domestic presence by changing Airbnb name by Aibiying (Financial
Times, 2017). Which apparently it helps to Chinese travellers to easily pronounce it.
Furthermore, McTigue (2015) added that to generative a better level of lead, it is vital take
qualified sales leads through high quality content marketing and targeted customer, not just
depend of demographic segment rather focusing on buyer's behaviour. To updating high
quality content marketing, ICT(Information Communication Technology) plays a vital role to
help quality level communication among firms and customers and for that case social media
is the most effective platform to reach in front of the number customers very quickly, with
less cost.
Flickr GitHub Vimeo Instagram Pinterest
According to (Kelly, 2012), Social Media can efficiently generate further leads for any
business. He defines a ‘lead’ as someone who expresses interest in any company’s product
and has provided contact information to the company. He also explains the strategy of
generating leads in any business is not the way of keep promoting about product in social
media rather establishing customer engagement and listening from the customer. In addition,
traditional lead generation strategies include with create an integrated marketing plan,
recognize your target clients’ needs, optimize local search listings, solicit reviews and
establish an emotion connection (Villar, 2014) for example, the Hubspot which is an effective
lead-generation and business to business software company (Kelly, 2012). They sharing tips,
resources, in depth information of marketing contents, target customer information through
twitter, Facebook or Google+ (Kelly, 2012, p. 28).
Business project Aim and Objectives

The determination of this business project is to study on how Airbnb using social media
mode to making effective marketing strategy. This practice based on the data of consumer’s
attitude and their experiences on Airbnb and to recognise those areas for further development.
Aims:
The aim of this project is to evaluate the effect (relationship) that SM tools (such as
Facebook, Twitter, Instagram, YouTube and blog) impact on brand awareness and customer
influence with the unit of analysis being Airbnb US.
The objectives are:
1. To evaluate the use of SM as part of the Airbnb’s marketing strategy
2. Determine how social media platform impact on AirBnB’s brand awareness
3. To examine how the SM platform help in generating leads for AirBnB
Research Methodology
In this chapter, it has explained the primary data analysis approaches and the methods of the data
collection. This following piece of work will clarify the administration of data collection; the
instrument of primary data collection, the sampling size and its method connected with the research. It
is also justifying the chosen methodology for this research on the use social media marketing by
Airbnb to enhance brand awareness and generate further lead. The survey is conducted in online
through a web base survey and target audience who are potential interested on STRR within US. The
entire sample has drawn with the support of SurveyMonkey Audience data base. Furthermore, ethical
consideration and consent form are being display in SurveyMonkey website (SurveyMonkey, 2017, a)
Traditional survey is based on paper &pencil, telephone, mail survey or in face to face among
administered and Self-administered survey. But currently due to evolving information communication
technology (ICT) which altered all those traditional survey modes to electronically and computers
enable recorded data survey which known as web base survey (Callegaro, et al., 2015, p. 5). The
primary strength and the restriction of web survey method are very beneficial to collect information

about respondents’ opinions, behaviour and characteristics (Zikmund 2012). The notion of web
survey where people being asked questions by using standardised questionnaires in purpose of
quantitative analysis to target potential audiences (Callegaro, et al., 2015). Web survey mode is using
digital self-administered questionnaires, stored on a specific web base server which respondents’
response via web browse. Identically, the main Users of web survey are including commercial,
official, academic and DIY (do it yourself) (Callegaro, et al., 2015), so in that case, by choosing web
survey method (SurveyMonkey) to conducting primary research of this study are justified.
Furthermore, it is important to know how web survey is implemented through the web survey process.
According Callegaro, et al., (2015), shows from their research on web survey methodology, that the
web base process begins with ‘preliminary research activities’ such as research objectives, outlining
concepts. Later it needed ‘core web survey process’ activities which is segmented in 3 steps. The
central steps are known as ‘fielding’ where the data are being recruited, measured, processed and
monitored. Furthermore, before fielding step, it is essential to thoroughly preparation in pre-fielding
steps. And in the final steps is the post-fielding where primary results, data preparation and data
exporting and documentation collected. So, the reason for choosing this method is significant time
consume and easy to collect customer responds. However, there are few potential advantages and
disadvantages during accessing web base survey and data collection in later.
Advantage of using web survey – according to Callegaro (2015) express number of advantage
including cost benefit, speed of data collection, ease of implementation, computerisation of the
questionnaire, multimedia accessible on questionnaires, time & geographic flexibility and self-
administration facility. For example, of the benefit of digital survey while respondent cannot skip any
questions as it stops them to finish the survey if they try to skip any questions which is mandatory to
answer.
Disadvantage of web survey – Although there is number of advantage over traditional survey
method, but web base survey also carry some critical disadvantage which significant to know those
who researching through online base survey. Sampling Issues such as Generating Samples from
Virtual Groups and Organizations, Generating a Sample from an Online Community, Other Sampling
Concerns (Wright, 2005) . Furthermore, web survey also having restriction in some access issue such
as in many occasion researcher’s invitation post has been deleted or rejected when those post are
unwanted and irritated online users and they consider it as ‘spam’ or an ‘invasion of privacy’.
Additionally, if some individuals on the Internet find online surveys offensive, then it can be reflect as

hate email or worse types of abuse (Wright, 2005). With this contrast Sincero (2017) added that there
are absence of Interviewer, inability to reach challenging population and high risk of fraud survey.
Sampling - Sampling Method and Size
The entire valuable data has been collected with the support of SurveyMonkey website. The total
population has counted from SurveyMonkey’s Audiences data base. To conducting this web survey,
SRS has been opted where every individual have similar chance to be selected for sampling
indiscriminately within the entire population (Singh & Mangat, 2013, p. 30). Furthermore, it also
eradicates bias and make it simple study of outcome (Barreiro and Albandoz, 2001). According to
Yates et al., (2008), every personal has the same possibility of being opt for throughout the sampling
method. The number of 120 people were targeted through using SRS (simple random sample) over
the total 3 million population. Among 120 people, only 100 participant completed full survey.
Furthermore, considering sample size is also essential step for any research process whether it is
quantitative or qualitative approach. It is also important to decide how many respondents are required
to conduct a study. Because it can be waste of resource if a large sample selected without
acknowledging anything and in other way, obtain small number of sampling may limited use in any
study results (Tavakol & Sandars, 2014, p. 841). Furthermore, However, there are few aspects which
support to an examiner to select the specific size of sampling. According to Tavakol & Sanders (2014,
p. 841) says that If there are a vast difference among contributors, it advantages to select small size
sample. US belongs to multicultural, shaped by the cultures of Native Americans, Asians, Latin
American and Africans ( Zimmermann, 2015). In this regards it is expected that the respondents may
carry difference race, ethnic, cultural and opinions. So, in this regard choosing small number
responses are justified.
In regard of calculation of sample size or margin of error which can influence the primary study.
According Arzumanyan, et al., (2015) explain that higher margin level indicate that research need to
collect more respondents the get strength of the primary survey however lower level of margin of
error estimate the potential number of responses has selected. Furthermore, by using digital margin of
error calculator, it can easily calculate the margin of error (%) = 10 while size of population three
million.
Findings, Data analysis and discussion:

Introduction
This chapter, it has discussed about the findings and data analysis of entire primary research of social
media marketing impact, brand awareness and lead generation with the case study of Airbnb US. This
primary research conduct through a web survey within entire US region panel of SurveyMonkey
company by total population over three million. The total number of respondents 100 out target
population.
Furthermore, in below description of findings and analysis are segmented in relate with the study’s
aims & objectives including SMM (Social Media Marketing) impact on Airbnb, brand awareness and
lead generation of Airbnb. However, each survey questions may relate to more than one objectives of
this research. In below I am going to analysis and discuss on each findings of the survey questions,
with relating with the study.
Figure 2. Survey Questions no 1

Analysis – the question is “How many social media sites are you aware of where Airbnb exists?”
while total number of 100 participates answered this question. However, half of the responses are not
aware of Airbnb’s exists in social media by reflecting 55% (‘0’ choice 23% + ‘none’ choice 32%)
responses say do not know about Airbnb involvement in any social media. Nevertheless, only 20
people answer one and number of 5 people each answer number of 3 and 4 social media where Airbnb
exists.
Discussion and analysis- From the above discussion it can be analyzed that half of respondent are not
aware of social media sites where Airbnb exists. On the other there are some respondent who state
that are aware of following social media sites on which Airbnb company exists. Therefore, it shows
that high number of respondent are aware of its sites where company promotes its product and
services. So company need to use some strategy in order to increase its presence on different social
networking sites.
Theme 2: Customers overall experience with Airbnb was good.

Interpretation: From the above chart it can be interpreted that 35 respondent state that their
experience with Airbnb was good while 15 replied that is was very good. On the other hand
25 said their overall experience was poor and 20 replied that it was very poor while 5 out of
100 are unable to decide.
Discussion and analysis: it is analysed that there are majority of respondent overall
experience was only good. It is so because services provided by employees of Airbnb may not
be of high quality. So company need to focus on improving its services in order to grab the
attention of large number of customer. Furthermore, delay in responding to customer may be
the another reason which may switch its customer to other brand. Therefore Airbnb is good in
providing services but need to focus on improving its overall services in order to attract large
number of customer and for making good reputation in market.

Theme 3: Online chat is used to interact with Airbnb for further support.
Interpretation: From the above chart it can be interpreted that 45 state that they interact with
to the Airbnb through the help of online chat. On the other hand, 25 said that, Phone call is
the way for interacting with Airbnb while 30 replied that they communicate with Airbnb with
the help of email.
Analysis and discussion: it is analysed that there are majority of respondent state that 45
online chat is best way to interact with Airbnb for further support. Online chat is best
method for communicating with customer for fulfilling their needs and solving their issues.
Many customer use this method because online chat facility is available for 24 hours and they
get fast respond from employees. Therefore, it can be stated that online chat is best method
way for interacting with employees of Airbnb in order to solve their problem. It help

sorganization in gaining the customer loyalty and for retaining them for longer period of
time.
Theme 4: Airbnb is the organisation that first comes into the mind of a majority of
respondents when they think about short term renting room.
Analysis – Herein, the targeted respondents of the study were clearly asked about the enterprise that
they consider to contact first when they are referring to rent a room for short- term period. In context
to which, almost half of the respondents with a concentrated ratio of 50 out of 100 have duly accepted
to think about Airbnb for the same. It is with yet another accumulated ratio of 27 such respondents
who have referred to consider other organizations while referring to do the same. It is where the given
responses of these respondents do not correspond with the given alternatives of the researcher with

another set of 14 such respondents who have agreed to the organization named HomeAway and 7 in
support of VRVO.
Discussion and analysis- The above analysis is with a clear depiction of those respondents who are
duly in support of the Airbnb establishment while referring to rent a room for a short time period. An
active existence of social media by Airbnb is hereby referred to be a prime reason behind it where the
people are duly aware of its associated practices on the networking sites. As a result to which, they are
thoroughly able to acknowledge the present proposals that is being offered by Airbnb. This in turn
postulate them to choose from the offered proposals of Airbnb as compared to other organizations
who have been evaluated to have a very moderate system of interacting with their clients.
Consequently, a majority of customers are in due support of Airbnb in comparison to the other given
alternatives by the researcher. This assessment is together apparent to show a prudent necessity of
social media networking means to interact with today's modernized set of customers.
Theme 5: Most of the customers have not opted to accommodate in Airbnb during the
last five stay in their holidays.

Analysis – It is on analyzing the above illustrated fact in whose accordance, 68 out of 100 are in not
in favor of accommodating in Airbnb during the last five stay of their holidays. It is along with yet
another set of 16 respondents who have once accommodated in Airbnb during their last five stay.
However, 10 of them have referred to stay twice and 3 accommodated thrice. Wherein, there together
exist 1 such respondent who have duly preferred to stay in Airbnb 4 times during their last five stays
in holidays and 3 who have all the time stayed in Airbnb.
Discussion and analysis- It is on analyzing the above discoursed assessment that was based upon the
accommodation preferences of the respondents during the last five stay of their holidays. With
reference to which, it has been found that none of the customers have supported to reside in Airbnb
during the last five stay of their holidays. It is therefore on comparing this resultant with the findings
obtained from the preceding query that have indicated a huge support of most of the respondents to
choose Airbnb for a short term stay. Despite of showing a confounding outcome this represents a

favorable consequence for Airbnb where the respondents are more likely to choose it for short-term
accommodation and as a result to which, majority of respondents have not opted it during their last
five holiday stays. It duly indicates that these respondents went for a long term holiday and hence did
not refer to select Airbnb to accommodate over there.
Theme 6: Customer rated quality of services as satisfactory
Interpretation: From this above analysis it can be comprehended that 20 people believe that
the quality of services of Airbnb as excellent, while 10 people view its services as god. On
the contrary to this, in the opinion of 15 people, services are considered as very good and 35
people thinks that the services of Airbnb are satisfactory only. On the other hand, there are 20
people who thinks that services of the cited company is poor.

Discussion and analysis: In the opinion of 20 people, the services of the cited organization is
considered as excellent. It is due to reason that it deliver the quality services to its respective
customers. Also, it is great reason of concern that 35 people believes that the services
rendered are satisfactory only. It can be analysed that there are many flaws in the quality of
services which are responsible for satisfactory of services. Furthermore the company can
adapt more effective and efficient techniques and tools, by which they can render good
quality services to customers and achieve customer satisfaction. Also, the company should
also improvise on their quality by considering various feedbacks from customers and its
employees. It can be analyse that some of the consumers find the services of Airnbnb as
good. These people are satisfied with the services. The management of Airbnb should focus
on the turning that 35 number of satisfactory people as excellent.
Theme 7: On Facebook most of the customers have heard about Airbus.

Interpretation: From the above chart it can be interpreted that there are 35 respondents who
state that Facebook is place where they heard about Airbnb and 25 state that they heard
about Airbnb on twitter. On the other hand 30 replied that they heard about Airbnb on
television while 15 said all of the above.
Discussion and analysis: It is analysed that there are majority of respondent state that they
heard about Airbnb on Facebook. Facebook is place which have large number of users.
Airbnb promotes its product and services on Facebook mostly, so many of people came to
know about its product and services. Further it can be analysed that on twitter Airbnb less
promotes it product. Therefore company need to focus on promoting its product on twitter
and on the other side company can focus on improving its marketing activities so that many
people came to know about its products and services. It help on increasing the sale of
company because many people came to aware of its product and services.

Theme 8: Engagement of consumers in offline and online community programs?
Interpretation: From the above data, it can be concluded that 35 people are the part of the
online and offline community programs held by Airbnb organization. On the contrary to this,

there are some people who have never attended neither offline nor online community
programmes that has been conducted by the cited organization. 25 people among 100 people
are neutral. They do not have any opinion regarding this part.
Discussion and analysis: From the above data, it has been evaluated that there Airnb has
conducted various community programs. These can be characterised as online and offline
streams of programmes. It can be evaluated that 35 people are there who part in these said
programmes in an active manner. The online programs can be held through online mode,
while Offline programmes can be conducted in various places in different regions. It has also
been discussed that the company should adopt several techniques like effective social media
marketing which can be effective in increasing the number of customers in their business
organization. Also information related to community programs can be made available
through the usage of social media networking sites, which will help the cited business
organization to increase the number of consumers.
Theme 9: Customer service is interpreted as satisfactory.

Interpretation: From the above analysis, it can be seen that most of the people among 100
respondents are only satisfied from the customer services provided by Airbnb. These people
are 30 in figure. It can be noted that the number of people who are highly dissatisfied are 25,
which is a big reason to concern for the cited organization. It can also be noted that there are
20 people who are highly satisfied from the customer services of the said company. It can
also be noted that there are 10 people who have nothing to convey anything.
Discussion and Analysis: From the above analysis, it can be comprehended that there the
ultimate customer services of Airbnb are satisfactory. The management of the company
should aim to make it perfect. Also, some people thinks that there are numerous of reasons
through which the services can be considered as highly dissatisfied. These reasons can
include the factors which are non-availability of rooms, improper communication etc. Also it
can also be included that there are some people who believes that customer services are
dissatisfactory. The management has not operating its customer redressal services which are
established for resolving the issues of customers.
Theme 10: Overall customer experience is poor.

Interpretation: It can be interpreted that the 30 people believes that their overall experience
in the company is poor. Also, 25 people in the company are of opinion that the company has
experienced them only satisfactory level services. On the other hand, it can be seen that 10
people thinks that the customers services are very good in nature so as they feel that tier
experience is good in nature. In addition to this, 20 people experiences the services of
company as execellent.
Discussion and analysis: from the above analysis of data, it can be comprehended that in the
viewpoint of customers the overall customer experiences are poor in nature. It is so because
the customers are not getting any good services. The services which are the core operations of
the business organization are considered as poor and dissatisfactory. Also, 30 people thinks
that the services are poor in nature. It is so because that the company is not able to manage
and advertise its operations effectively. It can also be said that it is unable to connect people
in their online and offline community programmes. So, the company should adopt effective

online social media marketing techniques by which they can increase their sales and customer
satisfaction.
Theme 11: Most of the respondents are aged between 45 to 59 years of age.
Analysis – It is where the respondents were interrogated about their age range that depicted a
leading participation of respondents aging from 45- 59 years with 31 such respondents.
However, there together existed another age group of 30-44 years with 29 respondents in
support of it and 18 aged between 18-29 years. In between there together existed 22 such
respondents who are above 60 years and none of them aged under 18.
Discussion and analysis- The above carried analysis have clearly indicated a major
participation of middle aged respondents in the current study who mostly prefers to avail the
offered services of Airbnb. It is mainly in support of people aged between 45-59 years along
with some other parameters that also depicted a close age range of the respondents with a
contiguous ratio of senior respondents as well who are aging above 60 years. It is thus with a
clear specification of Airbnb's customers who are mostly older in age and thereby needs more
comfortable services with a distinct consent of the young age individuals.

Theme 12: A majority of respondents participated in the study were females.
Analysis – Almost half of the study respondents were females with an enumerated ratio of 70
out of 100. It is with a consolidated ratio of only 30 male participants in this study with a
huge contribution of females over them.
Discussion and analysis- It is on discoursing upon the above illustrated data that has clearly
depicted a major involvement of females in the study in comparison to males. This indicates
that Airbnb is more acquaintance to female customers and will be more profitable if arranged
similar nature services for them as preferable by the females. It is however with yet another
fundamental consideration of those females who are mostly older in age and are thus required
to attain more comfy stay in Airbnb. It is also in harmony to their short-term stay in Airbnb
where it will be a hectic schedule for them that will subsequently postulate them to take rest
in a comfortable manner as per their increasing age.
Theme 13: A large set of respondents have not preferred to answer to the query where they
were asked about their total combined money that has been earned by their family members
last year.

Analysis – This is on analyzing the above configured data where the respondents were
hereby asked about the total monetary funds earned by their family members on yearly basis.
Although, there existed a large set of respondents who do not preferred to answer to this
question with 6 out of 100 who are in favor of earning $0 to $9,999 with another set of 12 in

support of earning $10,000 to $24,999 and 17 who have reported $25,000 to $49,999. Also, 8
of them have also supported $50,000 to $74,999 with 11 each in support of $75,000 to
$99,999 and $100,000 to $124,999. Beside this, $125,000 to $149,999 yearly income has
been reported by 5 out of 100 with 2 who are earning $150,000 to $174,999 and only 1 out of
them all earning $175,000 to $199,999 and 4 earning above all and that is, $200,000.
Discussion and analysis- The above analysis have depicted a majority of respondents
earning medium level income with fewer number of participants earning high level income.
In context to which, the Airbnb can together refer to opt for such pricing strategies that meet
the realistic needs of such type of customers by together meeting out their own profitable
agenda. Wherein, the high earning consumers will be able to obtain the high priced services
of Airbnb with a less consideration of those who are earning low level income in comparison
to them.
Theme 14: Majority of respondents belonged to the Pacific region of US.

Analysis –This is on analyzing the above illustrated data where most of the respondents are
from the pacific region of US. It is with an enumerated ratio of 20 such participants where
this query was asked to only 97 respondents and 3 were duly skipped. Another set involved
18 out of 97 respondents from South Atlantic region of US and 14 from East North Central.
However, there together involved 12 such respondents who belonged to New England and
Middle Atlantic regions of US. Apart from this, 7 were from West South Central and 6 from
East South Central regions with 5 from West North Central and 3 from mountain regions.
Discussion and analysis- It is on discoursing the above illustrated data that has clearly
represented those regions of US from which the study participants belonged to. In context to
which, most of the participants over here were from the Pacific region of US on Airbnb and
thus necessitates them to carry out significant research in that particular area as a way of
acknowledging the preferences of those clients and uses who are major in number.
Theme 15: Windows and desktops are mostly used by a large set of respondents participated
in this study.

Analysis – It is on analyzing the above illustrated data where the respondents were asked
about the device type that they usually refer to use. In context to which, more than half of the
total number of respondents that is 54 out of 100 have approved to use windows and desktops
with 18 who are using iOS phones or tablets. It is with yet another enumerated set of 15 such
respondents who are using android phone and tablets with 9 who are using MacOS desktop
and laptop and 4 who are using some other devices not involved in the provided alternatives.
Discussion and analysis- It is therefore on analyzing the above acquired information that has
clearly indicated a major use of windows and desktops by most of the respondents
participated in the study. This indicated the support of more than half of the study participants
where a very less number of respondents have supported other options that involved some

Conclusion
From the above report it can be concluded that organization is not using effectively and
efficiently. The basic role of social is to create media content which attracts and influence
users to share it and create public awareness. The main role of social media marketing it to
create brand awareness among customer in order to enhance sale of their products and
services. There are different way through which company can easily increase sale. Along
with this, social media marketing strategy play significant role within an organization. There
are large number of people who daily use Facebook and twitter. This both are one of the best
place which assist organization for creating awareness of its product and services among
customer. Further social media also play significant role in influencing marketing through the
impact of wikis, social media platform and blogs. Company replace traditional sources of
influencing from social platform which enable new influences to emerge. Due to lack of
knowledge there are many people business man face problem at the time of using social
networking sites. There are some possible challenges with social media marketing.
Further it can be concluded that social media play significant role, further the organization is
not using social networking sites for promoting its product and services. Further company
need to enhance its presence on different social networking site so that more people came to
know their product and services. Airbnb is one of the first organization which came in mind
of people when they think of short term renting room. Further it provide high quality services
which attract large number of customer and focus on increasing their satisfaction level .
Further an An active existence of social media by Airbnb is hereby referred to be a prime
reason behind it where the people are duly aware of its associated practices on the networking
sites. Apart from this there are most of the respondent who have not opted to accommodate in
Airbnb during the last five in their Holiday. Hence there is great impact of social media
marekting on organization in respect to enhance sale as well as profit.
Recommendation
The social media have crated huge impact on Airbnb. With the helps of social media the
business of Airbnb is rapidly Increases. In order to take advantage of the social media the
company should introduces as they need to focused on improving their social media practices
so they can improve their services. In the social media they need to open and operate their
account so they can gain c customers in their businesses. In social media they should focused
more on their services so they can improve their services in effective manner.
Another way to improve services of company and brand image is to take serious action on the
customers reviews which were posted on the social media account. Entity should make some
active actions regrading to their customers review so they can make their services more
effective. In this the company should also ask some suggestion from their customers so they
and make necessary modification in its business plan so they can fulfill are requirement of

their customers thorough the social media. With the help of such step they can also create
brand awareness and build strong relations with customers.
Airbnb should also add online recommendation for their customers. In this the company
should add more review of regrading to their services by local people and shared their
experiences on entity's pages which helps to them for giving more clear choices to their
customers. In this the company should also need to show the locality in which they are
conducting their business such as often crowed, attractions. Along with this the company also
need Airbnb show more listings outside the most-traveled neighborhoods, although visitors
can still make their own selections. So the visitors gain their experience ans also helps to
them for gaining knowledge regarding to local place where they live.
At last to improve their brand awareness on social media they have should make displays the
activities which they conduct for their visistors. In this the company can also share or videos
and posts so they can make awareness of the company. Organization should to focus on
promoting its product on twitter and on the other side company can focus on improving its
marketing activities so that many people came to know about its products and services. With
the help of such steps they can improve their brand image and make people more awareness
regarding to their services.
more advanced systems.