Rise of ‘Lonely’ Consumers in the Post-COVID-19 Era: A Synthesised Review on Psychological, Commercial and Social Implications
Open accessAbstract
Loneliness is a pervasive problem recognised as a serious social issue, and the prevailing COVID-19 pandemic has exacerbated loneliness to greater prominence and concern. We expect a rise of a massive group of ‘lonely’ consumers who are deeply entrenched in the social isolation caused by COVID-19. There is an urgent need to revisit the phenomenon of lonely consumers to better prepare academic researchers, public policy makers and commercial managers in the post-COVID-19 era. Thus, this study conducts a synthesised review on past studies of lonely consumers. Based on an inductive analysis of 56 articles, 74 key themes are identified. These key themes are further categorised into five major clusters by way of a co-occurrence network analysis. Respectively, the five clusters address the psychological implications related to the dynamics between nonhuman attachment and consumers’ loneliness, the commercial implications related to the paradoxical motivations of affiliation and self-affirmation in product selection and the dual information processing mechanism in response to advertisement appeals, and the social implications related to consumers’ well-being in an ageing society and the anthropomorphic companionship in a virtual world. A list of research questions is proposed that concludes the review study.
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When experiencing social isolation or loneliness, some users develop an emotional attachment to the internet and social media.
“When experiencing social isolation or loneliness, some users develop an emotional attachment to the internet and social media [28].”
From Correlations between social media addiction and anxiety, depression, FoMO, loneliness and self-esteem among students: A systematic review and meta-analysis (2025) · cites this paper as [28]
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Self-citationChen, T., Wong, Y. D., Yuen, K. F., Li, D., & Wang, X. (2024) · Transportation Research Part E Logistics and Transportation Review · doi:10.1016/j.tre.2024.103660 · Cited by 3 · see citing works
Self-citationInfluence of Technology in Measuring the Purchase Intention of Indian Consumer
Nayyar, V., Sugiat, M. A., Singla, B., Rojhe, K. C., & Sharma, S. (2023) · International Conference on Digital Business and Technology Management (ICONDBTM) · doi:10.1109/icondbtm59210.2023.10327147 · Cited by 2 · see citing works
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The Psychological Impact of Covid-19: A National Survey among Iranian CitizensPreprint
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- Authors
- Wang, X., Wong, Y. D., & Yuen, K. F.
- Affiliations
- Chung-Ang University (KR)
- Nanyang Technological University (SG)
- Corresponding author
- Yuen, Kum Fai
- Venue
- International Journal of Environmental Research and Public Health
- Publisher
- MDPI AG
- Published
- 2021-01-06
- Volume
- 18
- Issue
- 2
- Pages
- 404
- ISSN
- 1660-4601 (ISSN-L)
- PMC
- PMC7825492
- OpenAlex
- W3119943438
- Cited by
- 64
- References
- 73
- Citations by year
- 2026: 6 · 2025: 5 · 2024: 9 · 2023: 19 · 2022: 15 · 2021: 10
- FWCI
- 2.48
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- International Journal of Environmental Research and Public Health (publishedVersion, cc-by)
- Europe PMC (PubMed Central) (publishedVersion, other-oa)
- PubMed Central (publishedVersion, cc-by)
- PubMed (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- DR-NTU (Nanyang Technological University) (submittedVersion, cc-by)
- Funders
- Nanyang Technological University
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › COVID-19 Pandemic Impacts
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Keywords
- loneliness, COVID-19 pandemic, social isolation, need for affiliation, self-affirmation, product selection, advertising appeals, consumer well-being, aging society, virtual worlds, post-pandemic
- MeSH terms
- COVID-19, Humans, Loneliness, Social Isolation, Pandemics
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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