Qualitative Market ResearchTable of Contents for Qualitative Market Research. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/1352-2752/vol/27/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestQualitative Market ResearchEmerald Publishing LimitedQualitative Market ResearchQualitative Market Researchhttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/566f1e5d04119b415468a6ea385dbf75/urn:emeraldgroup.com:asset:id:binary:qmr.cover.jpghttps://www.emerald.com/insight/publication/issn/1352-2752/vol/27/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAdvertising to Gen-Z college students with memes? A focus group studyhttps://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0073/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestAs a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements. A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice. Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain. The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions. This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.Advertising to Gen-Z college students with memes? A focus group study
Christopher Vardeman
Qualitative Market Research, Vol. 27, No. 1, pp.1-18

As a result of increasingly pervasive public social media use over the past decade, brands and marketers have begun to use internet memes as digital advertising vehicles, with some using specialized professionals to create memetic ad content. Despite this, little scholarly research on the phenomenon has appeared. This study aims to provide exploratory evidence for how older members of Generation Z (Gen-Z), a digitally native cohort, perceive and regard brands’ use of internet memes as advertisements.

A series of six focus groups conducted with older Gen-Z undergraduates at a large Western US university yields consonant and dissonant beliefs and perspectives about this emergent and conceivably powerful advertising and marketing practice.

Participants express that memetic advertising has potential for nonserious, lighthearted brands with a consistent social media presence but less potential for serious brands or brands that try to appropriate meme culture for financial gain. The importance of humor, cultural narratives and social connections as they relate to internet meme culture is inherent in these discussions.

This study joins a small body of work examining the effectiveness, viability and limitations of memetic advertising as an online advertising venture. Implications and prescriptive advice are offered.

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Advertising to Gen-Z college students with memes? A focus group study10.1108/QMR-05-2023-0073Qualitative Market Research2023-10-30© 2023 Emerald Publishing LimitedChristopher VardemanQualitative Market Research2712023-10-3010.1108/QMR-05-2023-0073https://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0073/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
An exploratory study on emotional consequents of visceral food pleasurehttps://www.emerald.com/insight/content/doi/10.1108/QMR-11-2022-0160/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the satisfaction of eating impulses, is followed by negative feelings – such as guilt and worry – linked to the consumption of hedonic or unhealthy foods. An exploratory approach has been adopted. In particular, the critical incident technique among 87 individuals has been used to extract insights about visceral food pleasure. Contrary to previous research results, this study shows that viscearl food pleasure is not a unitary phenomenon, identifying four types of different facets, two of which have a negative valence in terms of felt emotions post-consumption and psychological well-being (i.e. the “greedy” and the “maladaptive” experiences). More importantly, the other two facets are associated with positive consequences in terms of emotions felt post-consumption and perceived psychological well-being (i.e. the “social” and the “fair sin” experiences). Companies that provide food experiences can prime meanings that influence consumers’ perceptions of the episode to elicit positive emotions post-consumption and psychological well-being. Promoting a more holistic view of food consumption and psychological well-being can free consumers from negative emotions during food consumption episodes. Priming a particular meaning can be a way to do that. However, as visceral experience can still lead to health issues, this must be combined with an education process that makes consumers aware of their food habits. This research challenges the idea that visceral food experiences are always negative. Indeed, when associated with particular meanings (i.e. social and reward), they have a positive valence post-consumption.An exploratory study on emotional consequents of visceral food pleasure
Carmela Donato, Luigi Monsurrò
Qualitative Market Research, Vol. 27, No. 1, pp.19-41

This study aims to explore the phenomenon of visceral food pleasure, described as a unitary experience that, after an initial sense of pleasure and relief generated by the satisfaction of eating impulses, is followed by negative feelings – such as guilt and worry – linked to the consumption of hedonic or unhealthy foods.

An exploratory approach has been adopted. In particular, the critical incident technique among 87 individuals has been used to extract insights about visceral food pleasure.

Contrary to previous research results, this study shows that viscearl food pleasure is not a unitary phenomenon, identifying four types of different facets, two of which have a negative valence in terms of felt emotions post-consumption and psychological well-being (i.e. the “greedy” and the “maladaptive” experiences). More importantly, the other two facets are associated with positive consequences in terms of emotions felt post-consumption and perceived psychological well-being (i.e. the “social” and the “fair sin” experiences).

Companies that provide food experiences can prime meanings that influence consumers’ perceptions of the episode to elicit positive emotions post-consumption and psychological well-being.

Promoting a more holistic view of food consumption and psychological well-being can free consumers from negative emotions during food consumption episodes. Priming a particular meaning can be a way to do that. However, as visceral experience can still lead to health issues, this must be combined with an education process that makes consumers aware of their food habits.

This research challenges the idea that visceral food experiences are always negative. Indeed, when associated with particular meanings (i.e. social and reward), they have a positive valence post-consumption.

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An exploratory study on emotional consequents of visceral food pleasure10.1108/QMR-11-2022-0160Qualitative Market Research2023-11-20© 2023 Emerald Publishing LimitedCarmela DonatoLuigi MonsurròQualitative Market Research2712023-11-2010.1108/QMR-11-2022-0160https://www.emerald.com/insight/content/doi/10.1108/QMR-11-2022-0160/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertisinghttps://www.emerald.com/insight/content/doi/10.1108/QMR-05-2022-0074/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters. This study adopted a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters. The user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot. The findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere. The study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space. This study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising
Huan Chen, Yang Feng
Qualitative Market Research, Vol. 27, No. 1, pp.42-60

This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters.

This study adopted a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters.

The user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot.

The findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere.

The study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space.

This study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.

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Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising10.1108/QMR-05-2022-0074Qualitative Market Research2023-11-24© 2023 Emerald Publishing LimitedHuan ChenYang FengQualitative Market Research2712023-11-2410.1108/QMR-05-2022-0074https://www.emerald.com/insight/content/doi/10.1108/QMR-05-2022-0074/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Turning the invisible into the visible: exploring consumers’ perceptions towards sustainable water consumptionhttps://www.emerald.com/insight/content/doi/10.1108/QMR-08-2022-0139/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to elaborate on the interface between water scarcity and consumption and, specifically to focus on, how consumers’ perceptions and views towards (un)sustainable water consumption can inform the development of sustainable water practices and environmental policies. A qualitative methodology was adopted, consisting of 34 in-depth interviews with consumers, in four cities in the United Kingdom (UK). The semi-structured interviews sought to examine sustainable water consumption practices in more depth within an unexplored context, and secondary data were also used to explore the phenomenon in more depth. The findings provide novel theoretical and empirical insights around the invisibility and imperceptibility of (un)sustainable water consumption. The findings suggest how interdisciplinary and collaborative practices can enhance more responsible and sustainable consumption of water resources in the UK. The study can inform marketing strategies on community engagement with localised water sustainable actions and encourage policymakers to develop concrete marketing communications and increased public awareness regarding water scarcity. Considering the slow growth of water scarcity, the findings can prompt marketing scholars to explore similar phenomena, within seemingly unaffected countries, urban centres, industries and marketplaces. Previous studies focused on the measurement of household water consumption in the water-scarce context of the Southern Hemisphere. Challenging geographical perceptions of water shortage, this study focuses on the UK and highlights how the multidimensional, finite and invisible nature of water consumption requires collaborative efforts in tackling water scarcity.Turning the invisible into the visible: exploring consumers’ perceptions towards sustainable water consumption
Georgios Patsiaouras
Qualitative Market Research, Vol. 27, No. 1, pp.61-82

This study aims to elaborate on the interface between water scarcity and consumption and, specifically to focus on, how consumers’ perceptions and views towards (un)sustainable water consumption can inform the development of sustainable water practices and environmental policies.

A qualitative methodology was adopted, consisting of 34 in-depth interviews with consumers, in four cities in the United Kingdom (UK). The semi-structured interviews sought to examine sustainable water consumption practices in more depth within an unexplored context, and secondary data were also used to explore the phenomenon in more depth.

The findings provide novel theoretical and empirical insights around the invisibility and imperceptibility of (un)sustainable water consumption. The findings suggest how interdisciplinary and collaborative practices can enhance more responsible and sustainable consumption of water resources in the UK.

The study can inform marketing strategies on community engagement with localised water sustainable actions and encourage policymakers to develop concrete marketing communications and increased public awareness regarding water scarcity.

Considering the slow growth of water scarcity, the findings can prompt marketing scholars to explore similar phenomena, within seemingly unaffected countries, urban centres, industries and marketplaces.

Previous studies focused on the measurement of household water consumption in the water-scarce context of the Southern Hemisphere. Challenging geographical perceptions of water shortage, this study focuses on the UK and highlights how the multidimensional, finite and invisible nature of water consumption requires collaborative efforts in tackling water scarcity.

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Turning the invisible into the visible: exploring consumers’ perceptions towards sustainable water consumption10.1108/QMR-08-2022-0139Qualitative Market Research2023-11-27© 2023 Emerald Publishing LimitedGeorgios PatsiaourasQualitative Market Research2712023-11-2710.1108/QMR-08-2022-0139https://www.emerald.com/insight/content/doi/10.1108/QMR-08-2022-0139/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritagehttps://www.emerald.com/insight/content/doi/10.1108/QMR-03-2023-0036/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the context of emerging markets. An interpretive approach was adopted, and 16 semi-structured interviews were conducted with senior salespeople in heritage institutions operating in Jordan. This study reveals that corporate heritage is a valuable organizational resource for relationship selling. Reflecting the values of “trust” and “affinity,” corporate heritage confers trust to salespeople and their products in personal selling situations. Sales managers are advised to use corporate heritage to strengthen sales activities and empower salespeople. While previous research has explained the significance of corporate heritage to relationship marketing, the significance of corporate heritage to relationship selling and the issue of trust in personal selling situations remain unexplored. Jordan represents a context that has been largely neglected despite being typical of the corporate heritage phenomenon.Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage
Amjad H. Al-Amad, Sa’ad Ali, Hadeel B. Al-Haddad
Qualitative Market Research, Vol. 27, No. 1, pp.83-107

This study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the context of emerging markets.

An interpretive approach was adopted, and 16 semi-structured interviews were conducted with senior salespeople in heritage institutions operating in Jordan.

This study reveals that corporate heritage is a valuable organizational resource for relationship selling. Reflecting the values of “trust” and “affinity,” corporate heritage confers trust to salespeople and their products in personal selling situations. Sales managers are advised to use corporate heritage to strengthen sales activities and empower salespeople.

While previous research has explained the significance of corporate heritage to relationship marketing, the significance of corporate heritage to relationship selling and the issue of trust in personal selling situations remain unexplored. Jordan represents a context that has been largely neglected despite being typical of the corporate heritage phenomenon.

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Listening to unheard voices: exploring salespeople’s perspectives on the value of corporate heritage10.1108/QMR-03-2023-0036Qualitative Market Research2023-12-01© 2023 Emerald Publishing LimitedAmjad H. Al-AmadSa’ad AliHadeel B. Al-HaddadQualitative Market Research2712023-12-0110.1108/QMR-03-2023-0036https://www.emerald.com/insight/content/doi/10.1108/QMR-03-2023-0036/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Global corporate reputation: a projective qualitative approach from a customer perspectivehttps://www.emerald.com/insight/content/doi/10.1108/QMR-04-2023-0052/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global corporate reputation from a customer’s point of view. This research was based on the qualitative projective “Album on Line” (AOL) technique. The authors used a sample of 12 French consumers distributed equally between affective and cognitive scenarios. An individual-difference multidimensional scaling approach (INDSCAL) was applied to display the overall semantic space among generated items. The exploratory AOL approach generated 62 items related to both cognitive and affective orientations characterizing online and offline corporate reputation. The results uncovered six semantic clusters for each scenario. All in all, seven new items could be added in the process of building a new global corporate reputation measurement scale by adding: avant-garde, singularity, exclusivity, savings, return policy, freeness and speed. This research makes it possible to propose a new global corporate reputation measurement scale with sound psychometric properties. This scale will be adapted for click and mortars and pure players. This paper unlocks future perspectives by suggesting a causal model that integrates online corporate reputation and its main antecedents and consequences. From a managerial perspective, this research offers insights to managers with the main orientations surrounding the components of global corporate reputation. Moreover, the AOL mappings delineate which quadrants the managers would like to be fitted into or avoid, and hence define more precisely which key elements should be stressed or discarded. This research outlines AOL, an original qualitative projective technique that can be used to understand customers’ thoughts, which are stocked and collected as images. Moreover, this research intends to analyze the gathered data using both INDSCAL and fuzzy k-means cluster analysis to reduce conventional biases related to subjectivity.Global corporate reputation: a projective qualitative approach from a customer perspective
Chebli Youness, Pierre Valette-Florence, Cynthia Assaf
Qualitative Market Research, Vol. 27, No. 1, pp.108-128

The purpose of this research is to extend the results of previous studies regarding corporate reputation scales and identify new and specific items relevant for studying global corporate reputation from a customer’s point of view.

This research was based on the qualitative projective “Album on Line” (AOL) technique. The authors used a sample of 12 French consumers distributed equally between affective and cognitive scenarios. An individual-difference multidimensional scaling approach (INDSCAL) was applied to display the overall semantic space among generated items.

The exploratory AOL approach generated 62 items related to both cognitive and affective orientations characterizing online and offline corporate reputation. The results uncovered six semantic clusters for each scenario. All in all, seven new items could be added in the process of building a new global corporate reputation measurement scale by adding: avant-garde, singularity, exclusivity, savings, return policy, freeness and speed.

This research makes it possible to propose a new global corporate reputation measurement scale with sound psychometric properties. This scale will be adapted for click and mortars and pure players. This paper unlocks future perspectives by suggesting a causal model that integrates online corporate reputation and its main antecedents and consequences.

From a managerial perspective, this research offers insights to managers with the main orientations surrounding the components of global corporate reputation. Moreover, the AOL mappings delineate which quadrants the managers would like to be fitted into or avoid, and hence define more precisely which key elements should be stressed or discarded.

This research outlines AOL, an original qualitative projective technique that can be used to understand customers’ thoughts, which are stocked and collected as images. Moreover, this research intends to analyze the gathered data using both INDSCAL and fuzzy k-means cluster analysis to reduce conventional biases related to subjectivity.

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Global corporate reputation: a projective qualitative approach from a customer perspective10.1108/QMR-04-2023-0052Qualitative Market Research2023-12-04© 2023 Emerald Publishing LimitedChebli YounessPierre Valette-FlorenceCynthia AssafQualitative Market Research2712023-12-0410.1108/QMR-04-2023-0052https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2023-0052/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
“Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework”https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0026/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement. A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022. Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels. The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.“Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework”
Jitpisut Bubphapant, Amélia Brandão
Qualitative Market Research, Vol. 27, No. 1, pp.129-155

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

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“Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework”10.1108/QMR-02-2023-0026Qualitative Market Research2023-12-19© 2023 Emerald Publishing LimitedJitpisut BubphapantAmélia BrandãoQualitative Market Research2712023-12-1910.1108/QMR-02-2023-0026https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0026/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Consumers expectations toward luxury brands websites: a qualitative analysis through the lens of personal and interpersonal motivationshttps://www.emerald.com/insight/content/doi/10.1108/QMR-03-2023-0032/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestNowadays all luxury brands have their own websites, using them either as a communication and/or distribution tool. However, luxury consumers might still have different perceptions regarding these websites, as it can be seen as a loss of prestige or selectivity. This study aims to have a deeper understanding of luxury consumers’ perceptions of luxury brand websites by identifying a typology and defining the individual characteristics of the groups identified. The research uses the opposition of personal and interpersonal luxury as theoretical framework and the semiotic square based on this semantic opposition. A qualitative analysis based on 42 semi-structured interviews has been conducted. The interviews have been analyzed and subjected to interpretive content analysis. The analysis of the verbatims shows that the consumers’ motivations toward luxury consumption (luxury for self or personal, luxury for others or interpersonal, negation of luxury for self and negation of luxury for others) can explain consumer differences in terms of attitudes toward luxury brand websites. The four classes are characterized according to their positive and negative perceptions of e-commerce and interaction tools used in luxury brands websites and also their expectations. This study defines guidelines for managers to develop luxury brand websites that correspond to their target. The originality of this study lies in the use of the semiotic square to refine the analysis of luxury consumers’ attitudes and to make more precise contributions. It also relies on using the theory of personal and interpersonal luxury to understand consumers’ expectations toward luxury brands websites.Consumers expectations toward luxury brands websites: a qualitative analysis through the lens of personal and interpersonal motivations
Nathalie Veg-Sala, Angy Geerts
Qualitative Market Research, Vol. 27, No. 1, pp.156-176

Nowadays all luxury brands have their own websites, using them either as a communication and/or distribution tool. However, luxury consumers might still have different perceptions regarding these websites, as it can be seen as a loss of prestige or selectivity. This study aims to have a deeper understanding of luxury consumers’ perceptions of luxury brand websites by identifying a typology and defining the individual characteristics of the groups identified.

The research uses the opposition of personal and interpersonal luxury as theoretical framework and the semiotic square based on this semantic opposition. A qualitative analysis based on 42 semi-structured interviews has been conducted. The interviews have been analyzed and subjected to interpretive content analysis.

The analysis of the verbatims shows that the consumers’ motivations toward luxury consumption (luxury for self or personal, luxury for others or interpersonal, negation of luxury for self and negation of luxury for others) can explain consumer differences in terms of attitudes toward luxury brand websites. The four classes are characterized according to their positive and negative perceptions of e-commerce and interaction tools used in luxury brands websites and also their expectations.

This study defines guidelines for managers to develop luxury brand websites that correspond to their target.

The originality of this study lies in the use of the semiotic square to refine the analysis of luxury consumers’ attitudes and to make more precise contributions. It also relies on using the theory of personal and interpersonal luxury to understand consumers’ expectations toward luxury brands websites.

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Consumers expectations toward luxury brands websites: a qualitative analysis through the lens of personal and interpersonal motivations10.1108/QMR-03-2023-0032Qualitative Market Research2023-12-20© 2023 Emerald Publishing LimitedNathalie Veg-SalaAngy GeertsQualitative Market Research2712023-12-2010.1108/QMR-03-2023-0032https://www.emerald.com/insight/content/doi/10.1108/QMR-03-2023-0032/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Virtual influencer marketing: a study of millennials and gen Z consumer behaviourhttps://www.emerald.com/insight/content/doi/10.1108/QMR-01-2023-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestVirtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes. This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews. The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects. This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.Virtual influencer marketing: a study of millennials and gen Z consumer behaviour
Padma Angmo, Rachna Mahajan
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes.

This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews.

The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects.

This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.

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Virtual influencer marketing: a study of millennials and gen Z consumer behaviour10.1108/QMR-01-2023-0009Qualitative Market Research2024-01-19© 2024 Emerald Publishing LimitedPadma AngmoRachna MahajanQualitative Market Researchahead-of-printahead-of-print2024-01-1910.1108/QMR-01-2023-0009https://www.emerald.com/insight/content/doi/10.1108/QMR-01-2023-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping reviewhttps://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0025/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestPast research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation. This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus. The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer- and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives. The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues. The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes to marketing and branding research by showing how the luxury literature connects to the evolution of value creation research in marketing literature.Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review
Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen, Gustav Medberg
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation.

This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus.

The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer- and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives.

The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues.

The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes to marketing and branding research by showing how the luxury literature connects to the evolution of value creation research in marketing literature.

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Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review10.1108/QMR-02-2023-0025Qualitative Market Research2023-08-04© 2023 Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen and Gustav Medberg.Johanna GummerusCatharina von KoskullHannele Kauppinen-RäisänenGustav MedbergQualitative Market Researchahead-of-printahead-of-print2023-08-0410.1108/QMR-02-2023-0025https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0025/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Johanna Gummerus, Catharina von Koskull, Hannele Kauppinen-Räisänen and Gustav Medberg.http://creativecommons.org/licences/by/4.0/legalcode
Unpacking product design awards: a qualitative inquiry into consumer perceptions and responseshttps://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0027/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning product, the award-winning organization and the award-granting organization. Based on the grounded theory approach, an exploratory qualitative study is conducted, using 16 semi-structured in-depth interviews with Turkish consumers through discussions on real-world examples. Results show that consumers develop emotional responses to PDAs (e.g. interest, curiosity and confusion), hypothesize reasons for products receiving awards and cite rewards as confirmation of their existing judgments about products. PDAs are perceived as extrinsic cues signaling quality and price, and their impact is increased when consumers feel that the award is based on functional feature superiority. Consumer responses to PDAs are also influenced by the perceived expertise of the award-granting organization and beliefs about the award-granting process. Finally, PDAs can lead to positive brand-perception outcomes, influencing consumer perceptions of the product company as resourceful, competent and prominent. This study shows that it is critical for companies to inform consumers about the specific features that resulted in a given product receiving a design award, as well as to provide information about the PDA itself. To the best of the authors’ knowledge, this study is the first attempt to explore consumer perceptions of and reactions to PDAs, with significant implications for both the marketing managers of PDA-winning products and award-granting organizations.Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses
Elif Idemen, A. Banu Elmadag
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning product, the award-winning organization and the award-granting organization.

Based on the grounded theory approach, an exploratory qualitative study is conducted, using 16 semi-structured in-depth interviews with Turkish consumers through discussions on real-world examples.

Results show that consumers develop emotional responses to PDAs (e.g. interest, curiosity and confusion), hypothesize reasons for products receiving awards and cite rewards as confirmation of their existing judgments about products. PDAs are perceived as extrinsic cues signaling quality and price, and their impact is increased when consumers feel that the award is based on functional feature superiority. Consumer responses to PDAs are also influenced by the perceived expertise of the award-granting organization and beliefs about the award-granting process. Finally, PDAs can lead to positive brand-perception outcomes, influencing consumer perceptions of the product company as resourceful, competent and prominent.

This study shows that it is critical for companies to inform consumers about the specific features that resulted in a given product receiving a design award, as well as to provide information about the PDA itself.

To the best of the authors’ knowledge, this study is the first attempt to explore consumer perceptions of and reactions to PDAs, with significant implications for both the marketing managers of PDA-winning products and award-granting organizations.

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Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses10.1108/QMR-02-2023-0027Qualitative Market Research2024-03-15© 2024 Emerald Publishing LimitedElif IdemenA. Banu ElmadagQualitative Market Researchahead-of-printahead-of-print2024-03-1510.1108/QMR-02-2023-0027https://www.emerald.com/insight/content/doi/10.1108/QMR-02-2023-0027/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social mediahttps://www.emerald.com/insight/content/doi/10.1108/QMR-04-2023-0055/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSocial media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly known as Twitter), using Kolb’s experiential learning theory to analyze the viewers’ learning process. In addition, the study investigates how the length of time a viewer follows a brand and the type of brand can influence their attitudes toward it. This study involved three qualitative studies on X to investigate how content learning affects consumer attitudes toward two brands, namely, Nike and Subway. The study also examined the impact of the duration of following the brands, with participants following the brands for 4, 8 and 12 weeks, respectively, to assess changes in their attitudes. The results demonstrate that content learning significantly impacts consumer attitudes. By following brands and engaging with their FGC over time, viewers can transition from being occasional or intermittent followers to becoming devoted brand enthusiasts. Through the four-stage experiential learning process, followers undergo cognitive, emotional and behavioral transformations that collectively shape their brand attitudes. The impact of content learning varies according to the brand type, and the duration of following has a positive effect on brand attitudes. The study’s findings have significant marketing implications for social media marketers, suggesting that they should restructure their social media platforms as learning platforms to effectively engage followers. Companies should adjust their content marketing strategies from a learner’s perspective, providing followers with content that resonates with them, enhances their learning outcomes and helps shift their beliefs and brand attitudes, ultimately converting them into loyal consumers. To the best of the author’s knowledge, this qualitative research is the first of its kind to apply experiential learning theories to investigate how users learn from FGC by following brands on social media and how this learning ultimately changes their brand attitude. The study provides a unique perspective on social media marketing, enriching the understanding of content marketing and consumer experiences on social media platforms.Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media
Jack Wei
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly known as Twitter), using Kolb’s experiential learning theory to analyze the viewers’ learning process. In addition, the study investigates how the length of time a viewer follows a brand and the type of brand can influence their attitudes toward it.

This study involved three qualitative studies on X to investigate how content learning affects consumer attitudes toward two brands, namely, Nike and Subway. The study also examined the impact of the duration of following the brands, with participants following the brands for 4, 8 and 12 weeks, respectively, to assess changes in their attitudes.

The results demonstrate that content learning significantly impacts consumer attitudes. By following brands and engaging with their FGC over time, viewers can transition from being occasional or intermittent followers to becoming devoted brand enthusiasts. Through the four-stage experiential learning process, followers undergo cognitive, emotional and behavioral transformations that collectively shape their brand attitudes. The impact of content learning varies according to the brand type, and the duration of following has a positive effect on brand attitudes.

The study’s findings have significant marketing implications for social media marketers, suggesting that they should restructure their social media platforms as learning platforms to effectively engage followers. Companies should adjust their content marketing strategies from a learner’s perspective, providing followers with content that resonates with them, enhances their learning outcomes and helps shift their beliefs and brand attitudes, ultimately converting them into loyal consumers.

To the best of the author’s knowledge, this qualitative research is the first of its kind to apply experiential learning theories to investigate how users learn from FGC by following brands on social media and how this learning ultimately changes their brand attitude. The study provides a unique perspective on social media marketing, enriching the understanding of content marketing and consumer experiences on social media platforms.

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Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media10.1108/QMR-04-2023-0055Qualitative Market Research2024-01-08© 2023 Emerald Publishing LimitedJack WeiQualitative Market Researchahead-of-printahead-of-print2024-01-0810.1108/QMR-04-2023-0055https://www.emerald.com/insight/content/doi/10.1108/QMR-04-2023-0055/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Transforming practices of co-creating values in a contemporary art exhibitionhttps://www.emerald.com/insight/content/doi/10.1108/QMR-05-2022-0084/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate how art events can enrich novice visitors by transforming their practices. This research uses an interpretive case study of the art exhibition “1/1/1/1/1” in the Oppenheim gallery in Wroclaw. It draws on multiple sources of evidence, namely, novice visitors’ interviews, observation including photo studies and content analysis of art-makers’ mediation sources. This study is an example of contextual theorizing from case studies and participatory action research with researchers as change agents. The evidence highlights that aesthetic values and experiences are contextual to practices and are transformable into other values. The findings illustrate the role of practice theory in studying how art-makers inspire the transformation of practices, including values driving the latter. The findings provide implications for transformations of co-creating contextual values in contemporary visual art consumption and customer experience management. Practical implications to arts organizations are also provided regarding cultural mediation conducted by art-makers. Exhibition makers should explain the meanings of the particularly visible artefacts to allow visitors to develop a congruent understanding of the meanings. The explanations should not provide ready answers or solutions to the problem art-makers suggest to rethink. The social implication of our findings is that stakeholders in artistic ventures may undertake adequate, qualified and convergent actions to maintain or transform the defined interactive practices between them in co-creating contextual aesthetic values. The study provides new insights into co-creating values in practices in the domain of contemporary art exhibitions by bringing the practice theory together with an audience enrichment category, thus illustrating how novice visitors get enriched by transforming their practices led by contextual values of “liking” and “understanding”.Transforming practices of co-creating values in a contemporary art exhibition
Ryszard Kłeczek, Monika Hajdas
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate how art events can enrich novice visitors by transforming their practices.

This research uses an interpretive case study of the art exhibition “1/1/1/1/1” in the Oppenheim gallery in Wroclaw. It draws on multiple sources of evidence, namely, novice visitors’ interviews, observation including photo studies and content analysis of art-makers’ mediation sources. This study is an example of contextual theorizing from case studies and participatory action research with researchers as change agents.

The evidence highlights that aesthetic values and experiences are contextual to practices and are transformable into other values. The findings illustrate the role of practice theory in studying how art-makers inspire the transformation of practices, including values driving the latter.

The findings provide implications for transformations of co-creating contextual values in contemporary visual art consumption and customer experience management.

Practical implications to arts organizations are also provided regarding cultural mediation conducted by art-makers. Exhibition makers should explain the meanings of the particularly visible artefacts to allow visitors to develop a congruent understanding of the meanings. The explanations should not provide ready answers or solutions to the problem art-makers suggest to rethink.

The social implication of our findings is that stakeholders in artistic ventures may undertake adequate, qualified and convergent actions to maintain or transform the defined interactive practices between them in co-creating contextual aesthetic values.

The study provides new insights into co-creating values in practices in the domain of contemporary art exhibitions by bringing the practice theory together with an audience enrichment category, thus illustrating how novice visitors get enriched by transforming their practices led by contextual values of “liking” and “understanding”.

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Transforming practices of co-creating values in a contemporary art exhibition10.1108/QMR-05-2022-0084Qualitative Market Research2024-01-10© 2023 Ryszard Kłeczek and Monika Hajdas.Ryszard KłeczekMonika HajdasQualitative Market Researchahead-of-printahead-of-print2024-01-1010.1108/QMR-05-2022-0084https://www.emerald.com/insight/content/doi/10.1108/QMR-05-2022-0084/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Ryszard Kłeczek and Monika Hajdas.
Ideological capacities in consumer communities: an exploration of the “presenteers” tribehttps://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0059/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities. The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments. Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism. The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market. The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.Ideological capacities in consumer communities: an exploration of the “presenteers” tribe
İrem Taştan, Zeynep Ozdamar Ertekin
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to explore how a postmodern tribe enacts and re-interprets ideologies as a part of consumers’ collective experience, to enhance our understanding of consumer communities in conjunction with ideological capacities.

The community of “presenteers” is conceptualized as a self-organized tribe with heterogeneous components that generate capacities to act. Netnographic observation was conducted on 18 presenteer accounts and lasted around six months. Real-time data were collected by taking screenshots of the posts and stories that these users created and publicly shared. Data were analysed by adopting assemblage theory, combining inductive and deductive approaches. Firstly, a qualitative visual-textual content analysis of the tribe’s defining components was conducted. Then, the process continued with the thematic analysis of the ideological underpinnings of the tribe’s enactments.

Findings shed light on the ways in which consumer communities interpret the entanglement of religious, political, and cultural ideologies in shaping their experiences. In the case of the presenteers tribe, findings reflect a novel ideological interplay between neo-Ottomanism, post-feminism and consumerism.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

The study offers a deep dive into a unique tribe that is being organized around the consumer-created practice of “presenteering” and investigates consumer communalization in alignment with the ideological turn in culture-oriented interpretative research on consumers, consumption, and markets. This exploration helps to bridge the research on the communalization of consumers with the recent discussions of ideology in the postmodern market.

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Ideological capacities in consumer communities: an exploration of the “presenteers” tribe10.1108/QMR-05-2023-0059Qualitative Market Research2024-04-01© 2024 Emerald Publishing Limitedİrem TaştanZeynep Ozdamar ErtekinQualitative Market Researchahead-of-printahead-of-print2024-04-0110.1108/QMR-05-2023-0059https://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0059/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestionshttps://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0067/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to consumer well-being using qualitative research methods. With the increase in consumers’ online and offline interactions, there is a greater need for marketers to prompt integrated consumer experiences (i.e. integrated customer experiences through online and offline interactions). The authors developed this essay based on a literature review of phygital experiences and consumer well-being. This commentary provides suggestions on how to expand the conceptual boundaries of phygital experiences by examining the effects of consumer phygital experiences in relation to consumer need satisfaction, consumer happiness and benefits to the firm. The commentary also includes several methodological suggestions that can guide future qualitative research. The value of this commentary involves insights about research methods stimulated by the current research on consumer well-being.Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions
Dong-Jin Lee, Grace B. Yu, M. Joseph Sirgy
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this paper is to reflect on the construct of phygital experiences and provide ideas that may spur future research on phygital consumer experiences in relation to consumer well-being using qualitative research methods.

With the increase in consumers’ online and offline interactions, there is a greater need for marketers to prompt integrated consumer experiences (i.e. integrated customer experiences through online and offline interactions). The authors developed this essay based on a literature review of phygital experiences and consumer well-being.

This commentary provides suggestions on how to expand the conceptual boundaries of phygital experiences by examining the effects of consumer phygital experiences in relation to consumer need satisfaction, consumer happiness and benefits to the firm. The commentary also includes several methodological suggestions that can guide future qualitative research.

The value of this commentary involves insights about research methods stimulated by the current research on consumer well-being.

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Reflections on phygital experiences: conceptual boundaries, wellbeing benefits and methodological suggestions10.1108/QMR-05-2023-0067Qualitative Market Research2023-09-13© 2023 Emerald Publishing LimitedDong-Jin LeeGrace B. YuM. Joseph SirgyQualitative Market Researchahead-of-printahead-of-print2023-09-1310.1108/QMR-05-2023-0067https://www.emerald.com/insight/content/doi/10.1108/QMR-05-2023-0067/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Consumer embarrassment in an emerging market retail context: a qualitative investigationhttps://www.emerald.com/insight/content/doi/10.1108/QMR-06-2022-0100/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestEmerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper is to explore the phenomenon of consumer embarrassment in an emerging marketing, India. This research adopts a grounded theory approach and undertakes 31 in-depth interviews with consumers in India. The data is analyzed inductively and iteratively simultaneously with data collection. The study uncovers that sociocultural normative influences, the retail environment’s structural constraints, interaction-based buying processes and customers’ perceptions play a role in eliciting embarrassment in traditional stores. The traditional format retailers play a significant role in evoking embarrassment and, surprisingly, also in facilitating coping. Contrary to the extant findings, purchasing embarrassing products online may not ensure anonymity and elicit embarrassment. The findings contribute to understanding the phenomenon of embarrassment in emerging markets. There is a dearth of research examining consumer embarrassment in emerging markets, with extant studies investigating the phenomenon in the modern retail setup of developed economies. The retail landscape of India is predominantly unorganized, with distinct transactional processes and physical characteristics that are starkly different from modern retail stores. Moreover, sociocultural normative forces have distinct influences on the informal setup of unorganized retail.Consumer embarrassment in an emerging market retail context: a qualitative investigation
Vaishali Sangwan, Moutusy Maity
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

Emerging economies are dominated by an unorganized retail landscape, with complex sociocultural norms dictating the behavior of retailers and customers. The purpose of this paper is to explore the phenomenon of consumer embarrassment in an emerging marketing, India.

This research adopts a grounded theory approach and undertakes 31 in-depth interviews with consumers in India. The data is analyzed inductively and iteratively simultaneously with data collection.

The study uncovers that sociocultural normative influences, the retail environment’s structural constraints, interaction-based buying processes and customers’ perceptions play a role in eliciting embarrassment in traditional stores. The traditional format retailers play a significant role in evoking embarrassment and, surprisingly, also in facilitating coping. Contrary to the extant findings, purchasing embarrassing products online may not ensure anonymity and elicit embarrassment. The findings contribute to understanding the phenomenon of embarrassment in emerging markets.

There is a dearth of research examining consumer embarrassment in emerging markets, with extant studies investigating the phenomenon in the modern retail setup of developed economies. The retail landscape of India is predominantly unorganized, with distinct transactional processes and physical characteristics that are starkly different from modern retail stores. Moreover, sociocultural normative forces have distinct influences on the informal setup of unorganized retail.

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Consumer embarrassment in an emerging market retail context: a qualitative investigation10.1108/QMR-06-2022-0100Qualitative Market Research2024-03-18© 2024 Emerald Publishing LimitedVaishali SangwanMoutusy MaityQualitative Market Researchahead-of-printahead-of-print2024-03-1810.1108/QMR-06-2022-0100https://www.emerald.com/insight/content/doi/10.1108/QMR-06-2022-0100/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
How to make a collaborative videography using Phygital affordances to study sensitive topicshttps://www.emerald.com/insight/content/doi/10.1108/QMR-06-2023-0075/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories. Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns. Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society. By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.How to make a collaborative videography using Phygital affordances to study sensitive topics
Lena Cavusoglu, Russell W. Belk
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories.

Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns.

Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society.

By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.

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How to make a collaborative videography using Phygital affordances to study sensitive topics10.1108/QMR-06-2023-0075Qualitative Market Research2024-01-15© 2024 Emerald Publishing LimitedLena CavusogluRussell W. BelkQualitative Market Researchahead-of-printahead-of-print2024-01-1510.1108/QMR-06-2023-0075https://www.emerald.com/insight/content/doi/10.1108/QMR-06-2023-0075/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Ideas that resonate: how ideology drives consumers’ firm-supportive market shapinghttps://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0089/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms. This study uses a combination of archival, netnographic and interview methods to examine how consumers responded to the entry of Tesla into the U.S. automotive market. Consumers are driven to engage in supportive institutional work by the culturally resonant ideologies embodied in Tesla’s strategic orientation. This work takes both discursive and practical forms and sees consumers adopting responsibilities typically associated with other actors, including activists and sales professionals. In developing an account of an understudied phenomenon – consumers’ firm-supportive market shaping – this research extends theorization around institutional work and cultural branding.Ideas that resonate: how ideology drives consumers’ firm-supportive market shaping
Jeffrey Wiebe
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.

This study uses a combination of archival, netnographic and interview methods to examine how consumers responded to the entry of Tesla into the U.S. automotive market.

Consumers are driven to engage in supportive institutional work by the culturally resonant ideologies embodied in Tesla’s strategic orientation. This work takes both discursive and practical forms and sees consumers adopting responsibilities typically associated with other actors, including activists and sales professionals.

In developing an account of an understudied phenomenon – consumers’ firm-supportive market shaping – this research extends theorization around institutional work and cultural branding.

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Ideas that resonate: how ideology drives consumers’ firm-supportive market shaping10.1108/QMR-07-2023-0089Qualitative Market Research2024-02-01© 2024 Emerald Publishing LimitedJeffrey WiebeQualitative Market Researchahead-of-printahead-of-print2024-02-0110.1108/QMR-07-2023-0089https://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0089/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Methodological fitness-for-purpose in the phygital age: the case of luxuryhttps://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0096/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the specific context of luxury consumption. The paper starts with a critique of current research, drawing particular attention to problems of reductionism, poor representativeness and weak contextualisation in research that adopts a positivist epistemology. The paper then highlights some of the contributions that interpretivist scholarship is making, and can potentially make, to our understanding of the experiential and humanistic aspects of luxury consumption, presented in a nuanced, discursive and deeply contextualised manner. This commentary is informed by an in-depth examination of the methodology and approach adopted in the 327 most-recently published academic articles on luxury (from late-2021). This opinion piece suggests the need for a sea-change in the way that scholars approach luxury research in online, offline and hybrid phygital settings to capture and convey its true complexity, diversity, contingency and contextuality and its emotional and symbolic character, and to help ensure that it delivers findings that are of relevance and value to luxury industry practitioners. To the best of the authors’ knowledge, this is the first paper to look comprehensively and critically at the methodological approaches adopted by academics writing in the field of luxury consumption.Methodological fitness-for-purpose in the phygital age: the case of luxury
Michael J.G. Parnwell, Kelly Meng
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to contribute to this special issue on interpretivist research methodologies and the phygital consumerist landscape by exploring some underlying issues within the specific context of luxury consumption. The paper starts with a critique of current research, drawing particular attention to problems of reductionism, poor representativeness and weak contextualisation in research that adopts a positivist epistemology. The paper then highlights some of the contributions that interpretivist scholarship is making, and can potentially make, to our understanding of the experiential and humanistic aspects of luxury consumption, presented in a nuanced, discursive and deeply contextualised manner.

This commentary is informed by an in-depth examination of the methodology and approach adopted in the 327 most-recently published academic articles on luxury (from late-2021).

This opinion piece suggests the need for a sea-change in the way that scholars approach luxury research in online, offline and hybrid phygital settings to capture and convey its true complexity, diversity, contingency and contextuality and its emotional and symbolic character, and to help ensure that it delivers findings that are of relevance and value to luxury industry practitioners.

To the best of the authors’ knowledge, this is the first paper to look comprehensively and critically at the methodological approaches adopted by academics writing in the field of luxury consumption.

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Methodological fitness-for-purpose in the phygital age: the case of luxury10.1108/QMR-07-2023-0096Qualitative Market Research2023-10-27© 2023 Emerald Publishing LimitedMichael J.G. ParnwellKelly MengQualitative Market Researchahead-of-printahead-of-print2023-10-2710.1108/QMR-07-2023-0096https://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0096/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist accounthttps://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0098/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences. The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields. Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective. One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested. Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account
Matt Johnson, Rob Barlow
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.

The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.

Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.

One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.

Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

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Phygital marketing through the lens of neuroscience and phenomenology: an interpretivist account10.1108/QMR-07-2023-0098Qualitative Market Research2023-12-20© 2023 Emerald Publishing LimitedMatt JohnsonRob BarlowQualitative Market Researchahead-of-printahead-of-print2023-12-2010.1108/QMR-07-2023-0098https://www.emerald.com/insight/content/doi/10.1108/QMR-07-2023-0098/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Transforming qualitative research in phygital settings: the role of generative AIhttps://www.emerald.com/insight/content/doi/10.1108/QMR-08-2023-0107/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience. The critical and logical analysis is based on current knowledge of generative AI. Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition. The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers. Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research. Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI. This commentary provides insights into the role of generative AI for qualitative research in phygital settings.Transforming qualitative research in phygital settings: the role of generative AI
Bernd Schmitt
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.

The critical and logical analysis is based on current knowledge of generative AI.

Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition.

The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers.

Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research.

Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI.

This commentary provides insights into the role of generative AI for qualitative research in phygital settings.

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Transforming qualitative research in phygital settings: the role of generative AI10.1108/QMR-08-2023-0107Qualitative Market Research2023-12-25© 2023 Emerald Publishing LimitedBernd SchmittQualitative Market Researchahead-of-printahead-of-print2023-12-2510.1108/QMR-08-2023-0107https://www.emerald.com/insight/content/doi/10.1108/QMR-08-2023-0107/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Food safety and consumption of fruits and vegetables at local markets: a means-end chain approachhttps://www.emerald.com/insight/content/doi/10.1108/QMR-10-2023-0135/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety. This is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision. Consumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety. It is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements. This study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices. The research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach
Rita de Cássia Leal Campos, Luiz Henrique de Barros Vilas Boas, Daniel Carvalho de Rezende, Delane Botelho
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aimed to the attributes, consequences and personal values that motivate the behavior of consumers of fruits and vegetables (FV) at local markets and how these elements are associated with food safety.

This is a qualitative research that used the laddering in-depth interview technique for data collection. Fifty interviews were conducted with consumers from Minas Gerais, Brazil. From the codification of the interview content, a hierarchical value map was constructed, showing the relationships between the attributes, consequences and values involved in the consumers’ purchasing decision.

Consumers value characteristics related to the origin of the product and the way it is produced and marketed. They seek particular benefits – such as satisfaction with the purchase, care for their health/well-being and safety when consuming food – and social benefits, such as the possibility of contributing to the local economy. Issues related to hygiene, organization, exposure and handling of products were some of the concerns reported by respondents with regard to food safety.

It is worth highlighting the application of the laddering technique itself. Analyzing the predictive validity of the method, there is a propensity for biases linked to possible interference by the researcher, especially in the coding stage of the elements.

This study can be used by producers, marketing professionals and public policymakers to promote FV sold at local markets and to encourage the improvement of food safety practices.

The research points to five consumer segments according to the different motivations that guide their purchase behavior for local FV. In addition, a focus is given to food safety, revealing its importance in the investigated context.

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Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach10.1108/QMR-10-2023-0135Qualitative Market Research2024-02-06© 2024 Emerald Publishing LimitedRita de Cássia Leal CamposLuiz Henrique de Barros Vilas BoasDaniel Carvalho de RezendeDelane BotelhoQualitative Market Researchahead-of-printahead-of-print2024-02-0610.1108/QMR-10-2023-0135https://www.emerald.com/insight/content/doi/10.1108/QMR-10-2023-0135/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Humanistic corporate accounts on social media: exploring identity construction and authenticity managementhttps://www.emerald.com/insight/content/doi/10.1108/QMR-11-2022-0165/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts. Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter. A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects. This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.Humanistic corporate accounts on social media: exploring identity construction and authenticity management
Kosuke Mizukoshi, Hisashi Mari
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research gap in whether these previous findings apply to corporate accounts.

Using netnography and interview data, this study analyzes Japanese corporate accounts on Twitter.

A corporate account’s identity is constructed under the influence of not only the brand but also the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a distance from commerciality – to manage their authenticity. These activities attract general and other corporate and media accounts, and interactions with them re-create promotion effects.

This study observed that corporate accounts’ authenticity is not a trade-off between passion and commercial transparency but a compatibility achieved by coordinating interests among actors, together with the presence of inside operators.

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Humanistic corporate accounts on social media: exploring identity construction and authenticity management10.1108/QMR-11-2022-0165Qualitative Market Research2024-01-26© 2024 Emerald Publishing LimitedKosuke MizukoshiHisashi MariQualitative Market Researchahead-of-printahead-of-print2024-01-2610.1108/QMR-11-2022-0165https://www.emerald.com/insight/content/doi/10.1108/QMR-11-2022-0165/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Activity focus groups – a discursive, practical and social method for studying consumption practiceshttps://www.emerald.com/insight/content/doi/10.1108/QMR-12-2022-0181/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to present a novel qualitative activity focus group (AFG) method for studying consumption practices. This participatory method, which is inspired by practice-theoretical thinking, combines focus group discussions with activities that represent the practices at the centre of the research. The application of the AFG method is demonstrated with an empirical study of the transition to plant-based food consumption practices in Finland, involving four group sessions of 13 participants. The findings from the empirical application of the AFG method illustrate that its key strength is the ability to foster fruitful and natural discussions on routine consumption practices that connect with discursive and practical dimensions and thus generate multidimensional data in resource-efficient ways. The AFG method extends the methodological approaches in practice theory–oriented research, responding to the call for creative, real-life-reflecting methods that are able to grasp the discursive and embodied dimensions of practices. The method is proposed to be particularly suitable for research on mundane consumption practices.Activity focus groups – a discursive, practical and social method for studying consumption practices
Katri Weckroth, Elina Närvänen
Qualitative Market Research, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this paper is to present a novel qualitative activity focus group (AFG) method for studying consumption practices. This participatory method, which is inspired by practice-theoretical thinking, combines focus group discussions with activities that represent the practices at the centre of the research.

The application of the AFG method is demonstrated with an empirical study of the transition to plant-based food consumption practices in Finland, involving four group sessions of 13 participants.

The findings from the empirical application of the AFG method illustrate that its key strength is the ability to foster fruitful and natural discussions on routine consumption practices that connect with discursive and practical dimensions and thus generate multidimensional data in resource-efficient ways.

The AFG method extends the methodological approaches in practice theory–oriented research, responding to the call for creative, real-life-reflecting methods that are able to grasp the discursive and embodied dimensions of practices. The method is proposed to be particularly suitable for research on mundane consumption practices.

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Activity focus groups – a discursive, practical and social method for studying consumption practices10.1108/QMR-12-2022-0181Qualitative Market Research2023-12-28© 2023 Katri Weckroth and Elina Närvänen.Katri WeckrothElina NärvänenQualitative Market Researchahead-of-printahead-of-print2023-12-2810.1108/QMR-12-2022-0181https://www.emerald.com/insight/content/doi/10.1108/QMR-12-2022-0181/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Katri Weckroth and Elina Närvänen.http://creativecommons.org/licences/by/4.0/legalcode