Enhancing the Benefits of Similarity for Marginalized Identities: How Technology Features Influence Online Reviews When One Evaluates a Similar Other

Similarity is a critical aspect of engagement on digital platforms, underscoring their inherently interpersonal nature. This study investigates how similarity, social identities, and technology features interact and influence users’ perceptions of experiences with similar others. Drawing on theories of power asymmetries, social identity, and digital platforms, three hypotheses are developed regarding the moderating role of technology features. The hypotheses are tested using more than 500,000 online reviews from Airbnb guests who share the same social identity as their host. Whereas guest-host pairs with similar marginalized identities do not always experience the anticipated benefits of similarity, technology features that facilitate power sharing, such as instant booking and lenient cancellation policies, are associated with a higher likelihood of positive reviews. The theoretical development and empirical analysis advance our understanding of how technology features can enhance the experiences of marginalized individuals on digital platforms.

History: Susan Brown, Senior Editor; Steven Johnson, Associate Editor.