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Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage

Zaky, Ahmed; Mohamed, Hassan; Saxena, Gunjan


Ahmed Zaky

Hassan Mohamed


Purpose-This study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and relational and affords new ways of understanding the phenomenon. Design/methodology/approach-The study undertakes a digital ethnography approach and content analysis of Twitter data. A total of 6,803 valid tweets were collected over the period


Zaky, A., Mohamed, H., & Saxena, G. (2022). Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage. European Journal of Marketing, 56(12), 3313-3346.

Journal Article Type Article
Acceptance Date Sep 20, 2022
Online Publication Date Sep 28, 2022
Publication Date 2022
Deposit Date May 16, 2023
Publicly Available Date May 18, 2023
Print ISSN 0309-0566
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 56
Issue 12
Pages 3313-3346
Keywords Affective Assemblage; Content analysis; COVID-19; Panic-buying; Twitter analysis; Assemblage bifurcations; Sentiment analysis; Netnography
Public URL


Accepted manuscript (7.1 Mb)

Copyright Statement
Copyright © 2022, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.

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