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

Lookup NU author(s): Professor Charles DennisORCiD

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Abstract

© 2021. 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.

Publication metadata

Author(s): Pantano E, Dennis C, De Pietro M

Publication type: Article

Publication status: Published

Journal: Journal of Retailing and Consumer Services

Year: 2021

Volume: 61

Print publication date: 01/07/2021

Online publication date: 21/04/2021

Acceptance date: 12/04/2021

Date deposited: 19/11/2024

ISSN (print): 0969-6989

ISSN (electronic): 1873-1384

Publisher: Elsevier Ltd

URL: https://doi.org/10.1016/j.jretconser.2021.102576

DOI: 10.1016/j.jretconser.2021.102576

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