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Reading books during confinement: different perceptions during COVID-19 times - How was the consumers’ experience affected by COVID-19 during and after purchase?
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Orientador(es)
Resumo(s)
Since March 2020, the world has been adapting to a new reality due to the impact of the COVID-19
virus which taken on effective proportions managing to bring the whole world into confinement.
Therefore, to make time pass faster, reading books was one of the main practiced activities during the
confinement leading to the aim of this research, which is to understand if the consumers’ perspective
about books has changed during the confinement. Through Amazon.com, book reviews from before
and after COVID-19 started were collected, and sentiment analysis was performed to extract
consumers’ feelings and experiences felt during reading and compare them with previous years to see
if these experiences had any change. The study revealed that the confinement positively impacted
people’s feelings and perceptions of books and reading and that people were more willing to share
their experiences through the Amazon platform with other consumers. This dissertation can be useful
not only to complement previous studies about this subject but also to help companies find new
strategies for book sales.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
COVID-19 Confinement Reading books Online books reviews Sentiment Analysis SDG 4 - Quality Education SDG 8 - Decent work and Economic Growth SGD 10 - Reduced Inequalities