Qualitative Market Research: Volume 25 Issue 4

Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Sharifah Faridah Syed Alwi, John M.T. Balmer, Maria-Cristina Stoian, Philip J. Kitchen

This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME…

An integrated service recovery process for service failures: insights from systematic review

Sohail Anwar, Wilson Ozuem

This research conceptualizes service recovery process (SRPs) within pre-recovery, recovery and post-recovery. This study aims to provide a summary of factors and strategies with…

Decolonising research approaches towards non-extractive research

Paul Agu Igwe, Nnamdi O. Madichie, David Gamariel Rugara

This study aims to reflect on the extent to which research approaches need to be deconstructed and re-imagined towards developing inclusive knowledge and non-extractive research…

Pursuing belonging through consumption: refining the belonging process framework

Lizardo Vargas-Bianchi

Much research has been conducted on how consumption is related to human relationships. Only a scarcity of studies has examined brand and product selection, as well as the…

An integrative review on online ethnography methods: differentiating theoretical bases, potentialities and limitations

Thaysa Nascimento, Maribel Carvalho Suarez, Roberta Dias Campos

As a result of the advancement of the online environment, several methodological proposals emerged to establish procedures for digital qualitative research. While the various…

Prosocial messaging during the COVID-19 pandemic: a longitudinal examination of email advertisements

Ashley Deutsch, Ashton Mouton

This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from…

Do mobile device and mobile app innovations trigger lifestylisations? Insights from consumers in developing countries

Raphael Odoom

The exponential growth of smartphones is complemented by an astronomical development of mobile apps that have been changing ways in which humans interact with each other, as well…