Tweets to escape: Intercultural differences in consumer expectations and risk behavior during the COVID-19 lockdown in three European countries

Eleonora Pantano*, Constantinos-Vasilios Priporas*, Luke Devereux*, Gabriele Pizzi*

*Corresponding author for this work

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

1 Citation (Scopus)

Abstract

This study aims to understand the extent to which a time of emergency, (e.g. the COVID-19 pandemic), impacts consumer behaviour in terms of risk and expectations. The methodology involves the systematic content analysis of 15,000 tweets collected from three countries (UK, Italy and Spain) in April 2020. The results suggest that the top-of-mind expectation by consumers deals with escaping from home and enjoying freedom, either by having a good meal (UK), drinking alcoholic beverages (Spain), or travelling (Italy). They also suggest that the high levels of risk individuals were exposed to during the pandemic will not influence behavior in the long-term post-lockdown. Instead, they suggest consumers are willing to restore their consumption levels especially of activities that contribute to the sense of escapism. Finally, results provide evidence of the cultural differences emerging from consumers from different countries during the pandemic. Implications for international marketers and retailers are provided.
Original languageEnglish
Pages (from-to)59-69
Number of pages11
JournalJournal of Business Research
Volume130
Early online date23 Mar 2021
DOIs
Publication statusPublished - Jun 2021

Structured keywords

  • MGMT Marketing and Consumption
  • Covid19

Keywords

  • COVID-19
  • Retailing
  • International marketing
  • Risk avoidance behavior
  • Uncertainty

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