Qualitative Market Research: Volume 26 Issue 4

Guest editorial: Re-imagining marketing in a post-pandemic world: challenges, strategies, and solutions

Saurabh Kumar Dixit, Antonia Correia, Sangeetha Gunasekar

Modelling of consumer challenges and marketing strategies during crisis

Irna Ishrat, Mohammad Hasan, Ayesha Farooq, Fateh Mohd Khan

Marketing is all about understanding your consumers and giving them what they want. However, this process becomes more complicated in times of economic crisis and national…

Exploring dimensions of the customer experience at budget hotels during the COVID-19 pandemic: a netnography approach

Smitha Girija, Devika Rani Sharma, Vaishali Kaushal

In 2020, the world encountered travel restrictions because of pandemic, and the hospitality sector across the globe was one of the most affected industries. The purpose of this…

Typology of e-commerce shoppers: the case of COVID-19

Zahy Ramadan, Maya Farah, Ibrahim Abosag, Alaa Sleiman

The spread of coronavirus disease (COVID-19) has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed toward e-commerce…

Influence of COVID-19 pandemic on the intention to adopt mobile payment systems in India

Prashant Raman, Kumar Aashish

The purpose of this study is to develop a conceptual framework which takes into account the perceived risk (PR) and the perceived benefits (PB) of using mobile payment systems…

The prospect of higher education marketing: adaption, transition or hybridisation?

Bipithalal Balakrishnan Nair, M.R. Dileep, Sandeep K. Walia

This study aims to examine the impacts of the forced shift to online/hybrid learning on international students’ perceptions and behaviour. It aims to understand the direction of…

Does technology make start-ups resilient amidst COVID-19? A qualitative enquiry

Anubhav Tiwari, Payel Das, Ritesh Kumar Dubey, Tavleen Kaur, Saurabh Kumar Dixit, Santanu Mandal

This paper aims to explore the challenges faced by start-ups during COVID-19 and highlight solutions for catering to the new-normal consumer behaviour. The study accounts for 15…

Destination branding through social media: juxtaposition of foreign influencer’s narratives and state’s presentation on the event of Pakistan Tourism Summit 2019

Farhad Nazir

The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting…

Impact of the pandemic on social media influencer marketing in fashion: a qualitative study

Kent Le, Gokhan Aydin

In spite of the rise of social media influencers observed in the 2010s, the direction and future of influencers are ambiguous. This popular yet overused marketing tool has shown…