Emerging trends in qualitative research. A focus on Social Media

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Annamaria Tuan, Sebastiano Grandi
Anno di pubblicazione 2018 Fascicolo 2018/4
Lingua Inglese Numero pagine 10 P. 17-26 Dimensione file 431 KB
DOI 10.3280/MC2018-004002
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Qualitative research has undergone transformative changes. Traditionally, qualitative data was gained through interviews, focus groups or documents in what was widely considered to be an expensive and time consuming process. Thanks to the evolution of technology - and the emergence of social media and mobile in particular - the qualitative research is fundamentally changing. In this Special Issue, we will explore the evolving and changing environment in the qualitative research domain from three different aspects: data sources, data collection and data analysis. We will also investigate hurdles and challenges related to the development of the discipline. In particular, we question about the ethical behaviour in the data collection and analysis and we will also provide implications from a research, teaching and managerial point of view.

Keywords:Qualitative research, qualitative methods, unstructured data, social media.

  1. Balducci B. and Marinova D. (2018). Unstructured data in marketing. Journal of the Academy of Marketing Science, 1-34.
  2. Barcelos R.H., Dantas D.C. and Sénécal S. (2018). Watch Your Tone_: How a Brand’ s Tone of Voice on Social Media Influences Consumer Responses. Journal of Interactive Marketing, 41: 60-80.
  3. Bazarova N.N., Taft J.G., Choi Y.H. and Cosley D. (2012). Managing Impressions and Relationships on Facebook: Self- Presentational and Relational Concerns Revealed Through the Analysis of Language Style. Journal of Language and Social Psychology, 32(2): 1-21.
  4. Berger J. and Milkman K.L. (2012). What makes online content viral?. Journal of Marketing Research, 28(8): 192-205.
  5. Boyd R.L. and Pennebaker J.W. (2017). Language-based personality: a new approach to personality in a digital world. Current Opinion in Behavioral Sciences, 18: 63-68.
  6. Castellò I., Etter M. and Nielsen F.Å. (2016). Strategies of Legitimacy Through Social Media: The Networked Strategy. Journal of Management Studies, 53(3),
  7. Colicev A., Malshe A. and Pauwels K. (2018). Improving Consumer Mindset Metrics and Shareholder Value Through Social Media_: The Different Roles of Owned and Earned Media. Journal of Marketing, January, 82: 37-56.
  8. Cornelissen J.P. (2016). Preserving Theoretical Divergence in Management Research: Why the Explanatory Potential of Qualitative Research Should Be Harnessed Rather than Suppressed. Journal of Management Studies, 54(3): 368-383.
  9. Creswell J.W. (2014). A Concise Introduction to Mixed Methods Research. Sage Publications.
  10. Creswell J.W. and Clark V.L.P. (2017). Designing and Conducting Mixed Methods Research. Sage publications.
  11. Cruz R.E., Leonhardt J.M. and Pezzuti T. (2017). Second Person Pronouns Enhance Consumer Involvement and Brand Attitude. Journal of Interactive Marketing, 39: 104-116.
  12. De Vries L., Gensler S. and Leeflang P.S.H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2): 83-91.
  13. De Vries L., Gensler S. and Leeflang P.S.H. (2017). Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition. Journal of Marketing, September, 81: 1-15.
  14. Etter M. (2014). Broadcasting, reacting, engaging – three strategies for CSR communication in Twitter. Journal of Communication Management, 18(4): 322-342.
  15. Fitchett J. and Caruana R. (2015). Exploring the role of discourse in marketing and consumer research. Journal of Consumer Behaviour, 14(1): 1-12.
  16. Glozer S. and Caruana R. (2018). The Never-Ending Story_: Discursive Legitimation in Social Media Dialogue. Organization Studies, 1-26.
  17. Hennig-Thurau T., Wiertz C. and Feldhaus F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3): 375-394.
  18. Zhu F. and Zhang X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2): 133-148.
  19. Hewett K., Rand W., Rust R.T. and Heerde H.J. Van. (2016). Brand Buzz in the Echoverse. Journal of Marketing, May, 80: 1-24. Humphreys A. (2010). Megamarketing: The creation of markets as a social process. Journal of Marketing, 74(2): 1-19.
  20. Humphreys A. and Thompson C.J. (2014). Branding Disaster: Reestablishing Trust through the Ideological Containment of Systemic Risk Anxieties. Journal of Consumer Research, 41(4): 877-910.
  21. Humphreys A. and Wang R.J. (2018). Automated Text Analysis for Consumer Research, 44: 1274-1306.
  22. Kim J. and Song H. (2016). Computers in Human Behavior Celebrity’s self-disclosure on Twitter and parasocial relationships_: A mediating role of social presence, Vol. 62, pp. 570-577.
  23. Kozinets R.V. (2010). Netnography: The marketer’s secret weapon. White Paper.
  24. Kozinets R.V. (2015), Netnography: Redefined. Sage.
  25. Kumar A., Bezawada R., Rishika R., Janakiraman R. and Kannan P.K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1): 7-25.
  26. Lamberton C. and Stephen A.T. (2016). A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6): 146-172.
  27. Ludwig S., de Ruyter K., Friedman M., Brüggen E.C., Wetzels M. and Pfann G. (2013). More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates. Journal of Marketing, 77(1): 87-103.
  28. Morris R. (1994). Computerized content analysis in management research: A demonstration of advantages & limitations. Journal of Management, 20(4): 903-931.
  29. Murugesan S. (2007). Understanding Web 2.0. IT Professional Magazine, IEEE Computer Society, 9(4): 34.
  30. Ordenes F.V., Ludwig S., De Ruyter K., Grewal D. and Wetzels M. (2017). Unveiling what is written in the stars: Analyzing explicit, implicit, and discourse patterns of sentiment in social media. Journal of Consumer Research, 43(6): 875-894.
  31. Pennebaker J.W., Booth R.J. and Francis M.E. (2007). Linguistic inquiry and word count: LIWC [Computer software]. Austin, TX: Liwc. Net.
  32. Pritchard K. and Whiting R. (2014). Baby boomers and the lost generation: On the discursive construction of generations at work. Organization Studies, 35(11): 1605-1626.
  33. Society B.P. (2013). Ethics Guidelines for Internet-Mediated Research. Leicester, UK: British Psychological Society. Google Scholar.
  34. Sundstrom B., Blake A. and Sundstrom B. (2017). The art of engagement_: dialogic strategies on Twitter. Journal of Communication Management, 21(1): 17-33.
  35. Taecharungroj V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6): 552-571.
  36. Tao W. and Wilson C. (2015). Fortune 1000 communication strategies on Facebook and Twitter. Journal of Communication Management, 19(3): 208-223.
  37. Townsend L. and Wallace C. (2016). Social media research: A guide to ethics. University of Aberdeen, pp. 1-16.
  38. Van Laer T., Escalas J.E., Ludwig S. and Hende E.A.V.A.N.D.E.N. (2018). What Happens in Vegas Stays on TripAdvisor? A Theory and Technique to Understand Narrativity in Consumer Reviews. Journal of Consumer Research, Vol. online fir, pp. 1-64.
  39. Zhao Y., Xu X. and Wang M. (2018). International Journal of Hospitality Management Predicting overall customer satisfaction: Big data evidence from hotel online textual reviews, March.

  • It Takes Two to Tango: How the COVID-19 Vaccination Campaign in Israel Was Framed by the Health Ministry vs. the Television News Anat Gesser-Edelsburg, Rana Hijazi, Ricky Cohen, in Frontiers in Public Health 887579/2022
    DOI: 10.3389/fpubh.2022.887579

Annamaria Tuan, Sebastiano Grandi, Emerging trends in qualitative research. A focus on Social Media in "MERCATI & COMPETITIVITÀ" 4/2018, pp 17-26, DOI: 10.3280/MC2018-004002