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

Nur Özer Canarslan
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Nur Özer Canarslan: Anadolu University

Business and Economics Research Journal, 2026, vol. 17, issue 1, 101-117

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.

Keywords: Shopping Addiction; Online Narratives; Economic Stress; Preventive Consumption Anxiety; Online Shopping (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:buecrj:022152

DOI: 10.20409/berj.2026.488

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