Qualitative Market Research: Volume 22 Issue 1

Guest editorial

Anita Whiting, David Williams, Joe F. Hair

Lies, brands and social media

Tracy Tuten, Victor Perotti

The purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social…

Consumer engagement on social media: insights from a virtual brand community

Vitor Moura Lima, Hélio Arthur Reis Irigaray, Carlos Lourenco

Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s…

Luxury and Twitter: an issue of the right words

Valentina Mazzoli, Laura Grazzini, Raffaele Donvito, Gaetano Aiello

This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors…

The strategic co-creation of content and student experiences in social media: An identity theories perspective

Momoko Fujita, Paul Harrigan, Geoffrey N. Soutar

This study aims to enhance the understanding of how co-created content (CCC) can facilitate relevant and meaningful customer experiences in social media brand communities (SMBCs)…

Understanding digital moms: motivations to interact with brands on social networking sites

Teresa Treviño, José Luis Pineda Garelli

This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment.