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Related Concept Videos

Social Exchange Theory02:06

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We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).
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The Stereotype Content Model (SCM) was first proposed by Susan Fiske and her colleagues (Fiske, Cuddy, Glick & Xu, 2002; see also Fiske, 2012 and Fiske, 2017). The SCM specifies that when someone encounters a new group, they will stereotype them based on two metrics: warmth—or that group’s perceived intent, and how likely they are to provide help or inflict harm—and competence—or their ability to carry out that objective. Depending on the warmth-competence...
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Related Experiment Video

Updated: Aug 12, 2025

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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Defining Virtual Consumerism Through Content and Sentiment Analyses.

Sezai Tunca1, Violetta Wilk2, Bulent Sezen1

  • 1Faculty of Management, Gebze Technical University, Gebze, Turkey.

Cyberpsychology, Behavior and Social Networking
|January 31, 2023
PubMed
Summary

Virtual consumerism (VC) is increasingly social and evolving. While The Guardian reports positive sentiment, challenges exist in sectors like security and medicine, impacting the virtual economy.

Keywords:
augmented realitycontent analysisnatural language processingvirtual consumerismvirtual reality

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Area of Science:

  • Digital Marketing and Consumer Behavior
  • Computational Social Science
  • Natural Language Processing

Background:

  • Virtual consumerism (VC) is an evolving phenomenon.
  • Understanding consumer perceptions and industry impact is crucial.
  • Existing research lacks comprehensive analysis of VC discourse.

Purpose of the Study:

  • To define and understand virtual consumerism (VC) using advanced text analysis.
  • To explore key themes, sentiment, and industry associations related to VC.
  • To provide a foundation for future research on VC.

Main Methods:

  • Analysis of 318 articles from The Guardian using text mining.
  • Thematic and content analysis with Leximancer.
  • Sentiment analysis using MonkeyLearn and a valence-aware dictionary.

Main Results:

  • Predominantly positive sentiment towards VC, but with notable negative sentiment in certain sectors.
  • Identification of key themes defining VC, emphasizing its social and evolving nature.
  • VC is embraced by marketing, IT, entertainment, and science sectors, but faces challenges in security and medical fields.

Conclusions:

  • A working definition and synopsis of the current state of VC are presented.
  • VC is a social experience in virtual spaces, undergoing continuous evolution.
  • The study highlights research gaps and conceptual relationships for future investigation.