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Online Narratives of Shopping Addiction: A Thematic and Emotional Analysis of YouTube Comments

Author

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  • Nur Özer Canarslan

    (Anadolu University)

Abstract

The rapid advancement of digitalization and the widespread adoption of social media have significantly changed shopping behaviors, transforming shopping into an experience with emotional, social, and cultural dimensions. This research investigates shopping addiction by analyzing natural digital narratives, focusing on how individuals articulate their experiences and emotions in online contexts. Data were obtained from 102 user comments posted under a YouTube video addressing shopping addiction. Through thematic analysis, each comment was examined line by line, and recurring concepts were organized into themes and sub-themes. Emotional tones were coded to capture the affective aspects of these narratives. The analysis identified five principal themes: emotional and psychological factors; social, cultural, and media influences; economic constraints; minimalism and consumption awareness; and spiritual or value-oriented perspectives. Drawing on these findings, the study introduces the 'online shopping addiction awareness spectrum model,' which outlines the progression from unconscious immersion to conscious resistance and identifies novel behaviors such as 'preventive consumption anxiety' induced by economic stress. Increased user awareness and alternative consumption practices, including simplification and minimalism, were observed as forms of resistance. The results underscore shopping addiction as a complex phenomenon at the intersection of individual, social, and cultural dynamics. By examining spontaneous online narratives, this study advances the literature on consumer behavior. It demonstrates the utility of qualitative methods for identifying both risk factors and resistance strategies associated with shopping addiction.

Suggested Citation

  • Nur Özer Canarslan, 2026. "Online Narratives of Shopping Addiction: A Thematic and Emotional Analysis of YouTube Comments," Business and Economics Research Journal, Bursa Uludag University, Faculty of Economics and Administrative Sciences, vol. 17(1), pages 101-117, January.
    • Handle: RePEc:ris:buecrj:022152
    DOI: 10.20409/berj.2026.488
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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