Humanize your business. The role of personal reputation in the sharing economy

Drawing on the services marketing and sharing economy literature, the study identifies the leading reputational attributes that boost popularity in sharing economy platforms. As popularity stands as a purchase decision-making tool, the purpose of this paper is to jointly examine the influence of personal reputation and product description. A sample of Airbnb listings was collected in November 2016 in Italy and UK (n = 502). The database consists of popularity variables along with personal reputational attributes and the description of the product being offered. The findings of the study, based on the Shapley Value Regression, suggest that personal reputation is of paramount importance, explaining alone almost 40% of popularity variation. The paper concludes with theoretical implications on self-branding and, given the importance weights of the different attributes in popularity building, practical implications for sellers operating in sharing economy platforms.