Personal profile management on Etsy
by Lina Portnoy; Daphne R. Raban
International Journal of Knowledge Management Studies (IJKMS), Vol. 13, No. 2, 2022

Abstract: We apply the theory of self-presentation to study the relation between seller profiles in the online crafts marketplace, Etsy, and sales volume. Further, using Machin and van Leeuwenn's personal profile categorisation framework we study the contribution of unique elements in the sellers' texts to their business outcomes. The research question that drives the study is 'What is the textual makeup of an influential personal profile?' Statistical and text analysis of a random sample of 1,800 sellers' pages revealed that the profile describing the seller had a positive effect on sales volumes, meaning that digital platforms resemble craftspeople's workshops in terms of the importance of craftsperson persona in sales promotion. In contrast to the theoretical prediction, 'being' text element was most influential and 'materials' most prevalent. The research contribution is two-fold: studying the relation between impression management and actual online purchase transactions; discovering unique text elements related to business outcomes.

Online publication date: Thu, 07-Apr-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Knowledge Management Studies (IJKMS):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email