The purpose of this study is to investigate customer views of the masstige concept, which refers to the combination of high prestige and mass market accessibility of products and services. Despite the increasing relevance of the masstige concept, significant research gaps remain regarding how consumers perceive and understand it in online discussions.
This study predominantly used Twitter as the primary source for data collection, compiling a data set of 3,215 pertinent tweets concerning masstige – the methodology involved using the Tweepy module within the Anaconda environment, specifically a version of Python 3.7.6. The data was obtained via the Twitter platform. The tweets were systematically analysed and interpreted using Latent Dirichlet Allocation for explanatory and content analysis. In addition, sentiment analysis was used to examine consumers’ emotional reactions.
The netnographic analysis of Twitter data provided novel perspectives on various themes and interactions between users and masstige brands. Sentiment analysis revealed users’ emotional responses to masstige. This study also presented research questions aimed at further research.
This research only examines user-generated content from Twitter, even if it provides valuable insights about the masstige phenomena. To enhance comprehension, future research can use a broader range of data sources and approaches.
This research contributes to the understanding of masstige by exploring consumer perspectives and identifying key themes in the context of social media. This study serves as a valuable resource for managers and researchers seeking to gain more profound insights into the masstige market. Furthermore, this paper delineates possible paths for future investigation to correspond with changing customer demands and market realities.
