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Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of "shopping makes me happy (unhappy)" as a new product development method

Author

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  • Eunju Ko
  • Eunha Chun
  • Sangah Song
  • Pekka Mattila

Abstract

Marketing and advertising researchers are turning attention to the impact of social network services such as Twitter. Researchers are calling for more useful gathering and interpretation of massive amounts of SNS data. This study applies semantic network analysis to examine the effects of shopping on mood alleviation via tweets - effects known as retail therapy . To conduct a semantic network analysis, the study analyzes 152 messages containing shopping-related keywords in naturally occurring tweets and finds the 24 most frequently used nodes (keywords). Centrality analysis reveals that nodes most frequently connecting keywords of mood, stress, depression, happiness, clothes, consumption and shoes have higher degrees of centrality. Moods associate with 22 keywords and highly co-occur with the keywords change, clothes, stress, consumption and depression. The results indicate that tweets about sentiments expressed before and after fashion item purchases show that retail therapy is occurring. By analyzing SNS messages, this study enhances the theory-method diversification of consumer studies and provides practical guidelines for further study of shopping behaviors and future new product development initiatives.

Suggested Citation

  • Eunju Ko & Eunha Chun & Sangah Song & Pekka Mattila, 2015. "Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of "shopping makes me happy (unhappy)" as a new product development method," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(1), pages 37-48, January.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:1:p:37-48
    DOI: 10.1080/21639159.2014.984891
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    Cited by:

    1. Dang, Ngoc Bich & Bertrandias, Laurent, 2023. "Social robots as healing aids: How and why powerlessness influences the intention to adopt social robots," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    2. Li, Yiling & Kim, Hye-jin & Do, Boram & Choi, Jeonghye, 2022. "The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness," Journal of Business Research, Elsevier, vol. 151(C), pages 232-243.
    3. Kim, Sanghee & Chang, Hyo Jung (Julie), 2023. "Mechanism of retail therapy during stressful life events: The psychological compensation of revenge consumption toward luxury brands," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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