How does Organisational Identification Evolve in the Sharing Economy: The Case of Home-sharing

Abstract

Organisational identity and organisational identification have emerged as two of the most widely used concepts in management research over the past two decades especially in the study of organisational environments. Despite the fact that organisational identity and organisational identification have received much attention in the traditional industries, the need to examine the same in sharing economy cannot be overemphasized. In particular, the research of how organisational identity and organisational identification influence individuals who engage in sharing economy platforms such as Uber or Airbnb might provide fascinating information regarding identification in the context of this emerging sphere. As these platforms expand and grow, they experience shifts in organizational values and strategies, which can have profound effects on how their participants identify with them. Participant identification is especially sensitive in the sharing economy business since without participants sharing their assets on the platform, the asset-sharing construct could disintegrate. This study aims to explore the processes of identification construction in participants in the home-sharing platform like Airbnb and the ways they maintain the identification with the organisation in a context of changing platform values and strategic directions. Using interpretive research method with thematic analysis the research focuses on two distinct participant groups – self-managed property owners and professionally managed property owners– the research reveals divergent experiences of identification. These findings underscore the dynamic nature of organisational identification within the sharing economy, shaped by the interplay of organisational strategies, market pressures and participant experiences.