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

This study examines how similarity, social identity, and platform design jointly shape user experiences in two-sided digital platforms. Drawing on theories of power asymmetry, social identity, and digital platforms, we analyze more than 500,000 reviews on Airbnb to evaluate how shared marginalized identities between guests and hosts influence perceived experiences. Contrary to expectations, similarity alone does not consistently yield more positive outcomes; however, platform features that enable power sharing, such as flexible cancellation policies and instant booking, significantly increase the likelihood of positive reviews among marginalized groups. These findings contain practical and policy implications. For platform designers and policymakers, the results highlight the opportunity of structural features that redistribute control and flexibility within transactions to foster inclusive and positive experiences. For platform owners and regulators, these results suggest a shift from representation-focused interventions toward feature-based governance that embeds power sharing, and potentially other shared values, into platform architecture. More broadly, the study underscores the importance of aligning technological features with the values and lived experiences of marginalized users, offering a scalable pathway to promote both inclusion and marketplace performance.