Personal profile management on Etsy

Lina Portnoy, Daphne R. Raban

Research output: Contribution to journalArticlepeer-review


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.

Original languageAmerican English
Pages (from-to)150-171
Number of pages22
JournalInternational Journal of Knowledge Management Studies
Issue number2
StatePublished - 2022


  • crafts
  • digital platform
  • e-commerce
  • impression management
  • personal profile management
  • profile categorisation framework

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Computer Science Applications
  • Information Systems and Management
  • Management of Technology and Innovation


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