IDENTIFYING PANDEMIC ERA CONSUMER TRENDS: SENTIMENT ANALYSIS OF SOCIAL MEDIA POSTS

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Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
Issue:61
IDENTIFYING PANDEMIC ERA CONSUMER TRENDS: SENTIMENT ANALYSIS OF SOCIAL MEDIA POSTS

IDENTIFYING PANDEMIC ERA CONSUMER TRENDS: SENTIMENT ANALYSIS OF SOCIAL MEDIA POSTS

Authors : Hafize Nurgül Durmuş Şenyapar

Pages : 191-213

Doi:10.30794/pausbed.1399760

View : 135 | Download : 173

Publication Date : 2024-03-22

Article Type : Research Paper

Abstract :The COVID-19 pandemic has significantly impacted consumer purchasing habits and lifestyles. This study analyzes 1,500 posts from Instagram, YouTube, and Facebook and found a transition towards online shopping and digital service engagement, focusing on convenience and safety. Positive sentiments were prevalent, indicating consumer acceptance and adaptation to new norms. Health and safety concerns were heightened, focusing on sanitizers, masks, and health supplements. Financial strategies were reevaluated, leading to increased budget-consciousness and a preference for essential goods over luxury items. Travel and leisure restrictions led to a preference for local and at-home alternatives, such as staycations and local tourism. Remote work and online education also emerged, suggesting a longer-term transformation in work and learning environments. Consumer commitment to sustainability and ethical consumption increased, with support for local businesses and eco-friendly products. This study offers insights into the evolving consumer psyche and foresight into lasting consumer behavior changes.
Keywords : COVID 19, Tüketici davranışları, Online alışveriş, E ticaret, Yaşam tarzı değişiklikleri

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