Leveraging Customer Insights in Social Media as a Catalyst for Enhancing the Marketing Performance of Airbnb Tourist Homes

Abstract

Customer information constitutes a critical resource for businesses in designing, refining, and delivering products and services that align with market demands. In contemporary digital environments, social media platforms have emerged as rich repositories of customer-generated data, offering valuable insights into consumer preferences, behaviors, and perceptions. This study aimed to examine the influence of customer insights derived from social media on the marketing performance of Airbnb tourist homes. Specifically, the research assessed the effects of three dimensions of customer insights which are knowledge-enhancement, action-oriented, and symbolic customer insight on marketing performance. Data were collected through self-administered questionnaires distributed via mail survey during the month of June and July 2025. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that all three dimensions of customer insight have a positive and significant influence on the marketing performance of Airbnb tourist homes. In practice, the findings suggest that leveraging customer insights can equip Airbnb operators with strategic tools to refine services offered and enhance customer engagement, while strengthening their competitive position in a dynamic, sensitive, and highly information-based sector.