P2P host brand management: conceptualization and utilization with a consumer behavioral economic approach.

P2P platforms offer accessibility to individuals aspiring to become micro-entrepreneurs by sharing their resources through online platforms. Among users of P2P platforms, there exists a common misconception that hosts merely list their properties as products under the platform's brand. However, individual hosts on platforms actively establish and promote their own personal or host brand. Presently, recommending effective P2P brand management strategies for hosts to boost their performance and gain a competitive edge poses a challenge. This study achieves this through two main objectives: 1) conceptualizing the P2P brand and 2) examining the impact of host branding on consumer behavior. [ABSTRACT FROM AUTHOR]