Extended Essay for IB
Title The Impact of Alix Earle’s Sponsorship Deal on Consumer Perception and Financial Performance of AIR B&B
Reaserch question: To what extent has Alix Earle’s sponsorship deal with AIR B&B benefitted consumer perception and financial performance of AIR B&B?
should be arround 3500 words.
needs to include:
introduction(250 words)
methodology (250 words)
Analysis (3100 words)
Conclusion (400 Words)
Works Cited
context: :
Airbnb’s Strategic Partnerships and Social Listening
Airbnb operates as an online platform that facilitates property owners to list their spaces as holiday accommodations and offers diverse lodging options for travelers. The company operates on a community-centered sharing economy, emphasizing trust and accountability through a guest and host review system, and generates revenue through commissions from hosts and guests.
Strategic Partnerships and Marketing Initiatives
- Airbnb leverages networking to enhance accommodations and customer experience by connecting with potential hosts, property managers, and local businesses.
- The company collaborates with celebrities and influencers to promote luxurious stays on social media platforms, driving increased website traffic and generating leads.
- The unexpected collaboration between Airbnb and Alix Earle contributed to brand visibility and improved brand perception among potential customers, particularly from Gen Z. This move positioned Airbnb as a top-of-mind choice for future tourists and allowed the company to reach a new audience, potentially leading to an increase in bookings among first-time renters.
Social Listening and Response
- Airbnb’s social listening capabilities were demonstrated through its prompt response to Alix Earle’s distress on TikTok after she claimed to be stranded in Italy due to booking a fake villa in Positano.
- Despite the scam occurring on another platform, Airbnb intervened and provided a luxurious villa, sparking discussions about whether it was a genuine rescue or a marketing strategy. This incident gathered significant attention and raised debates about the role of influencers and the authenticity of such situations.
Impact on Consumer Perception and Financial Performance
- The strategic partnership with Alix Earle served as free advertising, expanding Airbnb’s reach and increasing brand visibility, especially among a younger audience.
- This essay explores the impact of Alix Earle’s sponsorship deal on consumer perception and Airbnb’s financial performance, reflecting the significant influence of strategic partnerships and social listening on company reputation and growth.