{"title":"An empirical analysis of linguistic styles in new work services: The case of Fiverr.com","authors":"Johannes Brunzel","doi":"10.1111/emre.12562","DOIUrl":null,"url":null,"abstract":"<p>Current online marketplaces, characterized by a high number of sellers and the velocity of offerings, make service differentiation difficult for sellers. One particularly promising avenue for sellers (in this study: individuals) beyond classical demand-side approaches (i.e., prices) is to employ linguistic descriptions of their offerings. Yet, it remains mostly unclear what constitutes “successful” linguistic strategies. To elaborate on this, the current paper mines more than 2000 unique service offerings on Fiverr.com, a leading online marketplace for freelance services. By distinguishing between different service categories (i.e., hedonic and utilitarian services) and other characteristics of individual sellers (e.g., the origin of a seller), the paper analyzes the linguistic service descriptions via the Linguistic Inquirer and Word Counts (LIWC) and provides an empirical taxonomy of linguistic styles among individuals. Although the paper is novel and explorative, a few interesting insights can be obtained. First, there are significant linguistic differences in how sellers describe their service offerings depending on the service category (hedonic/utilitarian). Second, linguistic proxies of complexity, namely, words per sentence, six-letter words, and the overall word count (i.e., increasing informational content) as well as signals of analytical language, appear to be a beneficial strategy for sellers. Third, a linguistic strategy aimed at matching (congruence) of service categories (hedonic/utilitarian) and linguistic styles (analytical/emotional) appears to be beneficial. The results have important implications for creating linguistic strategies in online marketplaces focused on services on the supply side.</p>","PeriodicalId":47372,"journal":{"name":"European Management Review","volume":"21 1","pages":"83-102"},"PeriodicalIF":3.4000,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/emre.12562","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"European Management Review","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/emre.12562","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Current online marketplaces, characterized by a high number of sellers and the velocity of offerings, make service differentiation difficult for sellers. One particularly promising avenue for sellers (in this study: individuals) beyond classical demand-side approaches (i.e., prices) is to employ linguistic descriptions of their offerings. Yet, it remains mostly unclear what constitutes “successful” linguistic strategies. To elaborate on this, the current paper mines more than 2000 unique service offerings on Fiverr.com, a leading online marketplace for freelance services. By distinguishing between different service categories (i.e., hedonic and utilitarian services) and other characteristics of individual sellers (e.g., the origin of a seller), the paper analyzes the linguistic service descriptions via the Linguistic Inquirer and Word Counts (LIWC) and provides an empirical taxonomy of linguistic styles among individuals. Although the paper is novel and explorative, a few interesting insights can be obtained. First, there are significant linguistic differences in how sellers describe their service offerings depending on the service category (hedonic/utilitarian). Second, linguistic proxies of complexity, namely, words per sentence, six-letter words, and the overall word count (i.e., increasing informational content) as well as signals of analytical language, appear to be a beneficial strategy for sellers. Third, a linguistic strategy aimed at matching (congruence) of service categories (hedonic/utilitarian) and linguistic styles (analytical/emotional) appears to be beneficial. The results have important implications for creating linguistic strategies in online marketplaces focused on services on the supply side.
期刊介绍：
The European Management Review is an international journal dedicated to advancing the understanding of management in private and public sector organizations through empirical investigation and theoretical analysis. The European Management Review provides an international forum for dialogue between researchers, thereby improving the understanding of the nature of management in different settings and promoting the transfer of research results to management practice. Although one of the European Management Review"s aims is to foster the general advancement of management scholarship among European scholars and/or those academics interested in European management issues.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
