Qualitative Market Research: Volume 24 Issue 3

The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic

Muhammad Naeem

The use of social media and information exchange increased during Covid-19 pandemic because people are isolated and working from home. The use of social media enhances information…

Luxury brands’ use of CSR and femvertising: the case of jewelry advertising

Stephanie A. Pankiw, Barbara J. Phillips, David E. Williams

Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR…

“Baranda”: structure and praxis of “Onibaranda” (micro-middlemen) in Yorubaland

Isaac Akintoyese Oyekola, Oluyinka Olutola Olajire

This study aims to investigate the historical antecedent of baranda practice, marketing strategies of Onibaranda, as well as the benefits and challenges associated with baranda…

Practicing mundane consumer resistance in the REKO local food system

Hanna Leipämaa-Leskinen

This study aims to answer two research questions, namely, what kinds of mundane resistance practices emerge in the local food system and which spatial, material and social…

Exiting fieldwork “with grace”: reflections on the unintended consequences of participant observation and researcher-participant relationships

Paolo Franco, Ye (Nicole) Yang

The purpose of this paper is to illustrate the methodological importance of how researchers exit fieldwork to draw attention to implications for participant and researcher…

Breach of trust and repair: the impact of salespersons words and actions on buyer trust

Christopher A. Nelson, Annie Peng Cui, Michael F. Walsh

Building on prior trust repair research, this study aims to develop a more robust theoretical framework that describes trust repair strategies used by salespeople following a…

Determining the factors affecting brand authenticity of startups in social media

Shayan Fouladi, Amir Ekhlassi, Kamal Sakhdari

This paper aims to determine the affecting factors of the brand authenticity of startups in social media.