Shopping centers revisited: the interplay between consumers’ spontaneous online communications and retail planning

Eleonora Pantano, Charles Dennis, Michela De Pietro

Research output: Contribution to journalArticle (Academic Journal)peer-review

9 Citations (Scopus)

Abstract

This paper revisits shopping centers' characteristics in the light of consumers' choices of actual centers in spontaneous online communications. We argue that modes of shopping centers marketing, which comprise a certain set of attributes to ensure consumers' choice, need to be updated to relate to new specific consumers' needs and choices, taking into account the recent increasing role of technologies, leisure activities and changes in consumer behavior. To this end, the paper considers consumers' unsolicited communications on Twitter as an effective source of insights. Drawing upon 10,544 consumers' tweets relating to the 19 main shopping centers in UK posted in May 2019 analyzed through machine learning algorithms. Results report the interplay between consumers' unsolicited online judgments and retail planning, while suggesting new methods for understanding consumers’ insights.
Original languageEnglish
Article number102576
Number of pages9
JournalJournal of Retailing and Consumer Services
Volume61
Early online date21 Apr 2021
DOIs
Publication statusPublished - 1 Jul 2021

Bibliographical note

Publisher Copyright:
© 2021

Structured keywords

  • MGMT Marketing and Consumption

Keywords

  • retailing
  • consumer behavior
  • brand image
  • place attractiveness
  • unsolicited consumers' communications

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