Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage

What is it about?

Panic buying during Covid-19 reflected the consumers' transition to atypical modes of purchasing. We set out to explore the various factors that led to such change by adopting a netnography approach via the use of Twitter data. We suggest that the panic buying behaviour is best understood as a constant state of becoming, whereby stockpiling, food waste, and a surge in cooking at home emerged as significant contributors to positive consumer sentiments.

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