The Impact of COVID-19 on Online Retailing: A Social Media Analysis

Bibliographic Details
Main Author: Furtado, Ana Rita Dutra Sousa
Publication Date: 2023
Format: Master thesis
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/148553
Summary: Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling The Impact of COVID-19 on Online Retailing: A Social Media Analysiscrisis managementpandemice-commerceTwitterPythonnatural language processingtopic modelingDissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe COVID-19 pandemic forced everyone to stay home, changing their values and behavior regarding online retail shopping expectations. As consumers' mindsets changed, an information deficit emerged. Companies were required to find ways to understand consumers and improve their decision-making process quickly. Companies could obtain their customers' feedback in real-time through online social networks. Monitoring online social reputation is an essential marketing tool, as it allows retailers to better understand their customers’ likes and dislikes and improve their customer retention and acquisition ratio. This research studied the official Twitter pages of the four major United Kingdom retailers, Tesco, Sainsbury's, Asda, and Morrisons. Data was collected from March 2019 to March 2021, covering dates where the degree of restrictive measures imposed by COVID-19 was diverse. Following the CRISP-DM methodology, several descriptive analysis and social media analytics techniques were applied, including Sentiment Analysis and Topic Modelling, to understand consumers’ sentiments. Results showed that COVID-19 might be one of the main factors impacting the online retail customer cycle. The results also show a change in online sentiment and topics before and after the first official UK shutdown. This disruptive change negatively influenced customers' shopping experience, bringing up relevant topics such as online service, stock restrictions, and customer service challenges. This change affected customers' e-satisfaction and e-loyalty levels towards brands, with customers complaining about time constraints, delivery issues, and poor customer service. This study shows the relevance of understanding the significant shift in consumer behavior and values regarding how customers perceive retail food brands. Social media analytics revealed that consumer e-satisfaction and loyalty were impacted by the changes implemented during the COVID-19 pandemic. Finally, this research emphasized the importance of online retail companies and marketers developing strategies to achieve greater effectiveness and efficiency with their customers, respecting the virtual arena of social media, and being intelligent in managing this space.António, Nuno Miguel da ConceiçãoRita, Paulo Miguel Rasquinho FerreiraRUNFurtado, Ana Rita Dutra Sousa2023-01-232026-01-23T00:00:00Z2023-01-23T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/148553TID:203215230enginfo:eu-repo/semantics/embargoedAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:08:48Zoai:run.unl.pt:10362/148553Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:39:26.908436Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv The Impact of COVID-19 on Online Retailing: A Social Media Analysis
title The Impact of COVID-19 on Online Retailing: A Social Media Analysis
spellingShingle The Impact of COVID-19 on Online Retailing: A Social Media Analysis
Furtado, Ana Rita Dutra Sousa
crisis management
pandemic
e-commerce
Twitter
Python
natural language processing
topic modeling
title_short The Impact of COVID-19 on Online Retailing: A Social Media Analysis
title_full The Impact of COVID-19 on Online Retailing: A Social Media Analysis
title_fullStr The Impact of COVID-19 on Online Retailing: A Social Media Analysis
title_full_unstemmed The Impact of COVID-19 on Online Retailing: A Social Media Analysis
title_sort The Impact of COVID-19 on Online Retailing: A Social Media Analysis
author Furtado, Ana Rita Dutra Sousa
author_facet Furtado, Ana Rita Dutra Sousa
author_role author
dc.contributor.none.fl_str_mv António, Nuno Miguel da Conceição
Rita, Paulo Miguel Rasquinho Ferreira
RUN
dc.contributor.author.fl_str_mv Furtado, Ana Rita Dutra Sousa
dc.subject.por.fl_str_mv crisis management
pandemic
e-commerce
Twitter
Python
natural language processing
topic modeling
topic crisis management
pandemic
e-commerce
Twitter
Python
natural language processing
topic modeling
description Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
publishDate 2023
dc.date.none.fl_str_mv 2023-01-23
2023-01-23T00:00:00Z
2026-01-23T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/148553
TID:203215230
url http://hdl.handle.net/10362/148553
identifier_str_mv TID:203215230
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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