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

Zaky, Ahmed; Mohamed, Hassan; Saxena, Gunjan

Abstract

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

Citation

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. https://doi.org/10.1108/EJM-11-2020-0796

• 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
• DOI: https://doi.org/10.1108/EJM-11-2020-0796
• Keywords: Affective Assemblage; Content analysis; COVID-19; Panic-buying; Twitter analysis; Assemblage bifurcations; Sentiment analysis; Netnography
• Public URL: https://hull-repository.worktribe.com/output/4291368