Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries
Article
Pantano, E., Priporas, C., Devereux, L. and Pizzi, G. 2021. Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries. Journal of Business Research. 130, pp. 59-69. https://doi.org/10.1016/j.jbusres.2021.03.015
Type | Article |
---|---|
Title | Tweets to escape: intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries |
Authors | Pantano, E., Priporas, C., Devereux, L. and Pizzi, G. |
Abstract | This study aims to understand the extent to which a time of emergency, (e.g. the COVID-19 pandemic), impacts consumer behaviour in terms of risk and expectations. The methodology involves the systematic content analysis of 15,000 tweets collected from three countries (UK, Italy and Spain) in April 2020. The results suggest that the top-of-mind expectation by consumers deals with escaping from home and enjoying freedom, either by having a good meal (UK), drinking alcoholic beverages (Spain), or travelling (Italy). They also suggest that the high levels of risk individuals were exposed to during the pandemic will not influence behavior in the long-term post- lockdown. Instead, they suggest consumers are willing to restore their consumption levels especially of activities that contribute to the sense of escapism. Finally, results provide evidence of the cultural differences emerging from consumers from different countries during the pandemic. Implications for international marketers and retailers are provided. |
Publisher | Elsevier |
Journal | Journal of Business Research |
ISSN | 0148-2963 |
Publication dates | |
Online | 23 Mar 2021 |
01 Jun 2021 | |
Publication process dates | |
Deposited | 13 Apr 2021 |
Accepted | 11 Mar 2021 |
Output status | Published |
Accepted author manuscript | License |
Copyright Statement | © 2021. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/ |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2021.03.015 |
Language | English |
https://repository.mdx.ac.uk/item/89514
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