Qualitative Market Research: Volume 26 Issue 1
Strapline:
An International Journal
Subject:
Table of contents
Brands in the eye of the storm: navigating political consumerism and boycott calls on social media
Vassilis Dalakas, Joanna Phillips Melancon, Izabela SzczytynskiGiven the division between conservative and liberal ideologies on many issues, brands navigate social media minefields whenever they take a social or political stance. This study…
1873
“My roots are green”: a phenomenological discourse on intergenerational green motherhood in non-Western consumption contexts
Nadia Umair Ansari, Muhammad Zaki Rashidi, Kashif MehmoodThis paper aims to describe the lived experiences of modern urban mothers in Pakistan as they navigate shared motherhood responsibilities with family elders. This paper brings to…
212
Hardcore viewer engagement and social exchange with streamers and their digital live streaming communities
Chih-Ping ChenDigital live streaming applications, combined with the broadcasting of cross-modal, video-mediated communication in the social networking community, have grown in popularity in…
1042
ISSN:
1352-2752Online date, start – end:
1998Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Fiona Spotswood