Exploring the Impact of Content and Influencer Marketing on Airbnb's brand Communication Among Millennials in the U.S. Market: A Comprehensive Study

Abstract

This study aims to highlight the impact of content and influencer marketing on Airbnb’s brand communication, particularly among millennials in the U.S. market. Existing literature offered generalised insights into content and influencer marketing effectiveness in this field of research and lacks a deep dive into how these strategies impact millennials perception and decisions in the context of Airbnb’s brand communications. Using the qualitative method approach, an online qualitative survey of 35 participants who were Reddit users was conducted. Data were analysed using the thematic and descriptive method. The evaluation of the participants' feedback facilitated a comprehensive comprehension of millennials' viewpoints and experiences concerning Airbnb's brand, its endeavours in content and influencer marketing, and the impact of these elements on their behaviour and decision-making processes. A significant discovery from this study is that despite the emergence of common themes such as Airbnb usage, likes and dislikes, content-driven perception, and influencer-driven perception; the views of millennial users in the U.S. regarding Airbnb's brand differ considerably. The findings obtained from this research can serve as a valuable reference in formulating suggestions to enhance Airbnb's content and influencer marketing strategies. Recommendations could include creating novel and pertinent content in line with reputable influencers who embody Airbnb’s brand values, proactively handling relationships with influencers, and integrating customer’s feedback to improve offerings and refine marketing tactics. Future research could ultimately contribute to both theoretical knowledge and practical applications by enhancing the comprehension of brand communication strategies in a competitive hospitality industry.