Qualitative Market Research: Volume 26 Issue 3

Transgender and gender diverse consumers on navigating the stigmatized process of gender affirmation in the Central Plains USA

Heather M. Meyer, Richard Mocarski, Natalie R. Holt, Debra A. Hope, Nathan Woodruff

Transgender and gender diverse (TGD) individuals who choose to begin a gender affirmation journey often find the experience challenging. This can be a highly stigmatized process…

‘Seeing is experiencing’: impact of showcasing fashion merchandise on digital platforms

Rajagopal , Ananya Rajagopal

The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle…

Discursive interactions shaping online brand communities’ social dynamics

Vitor Moura Lima, Luís Alexandre Pessôa

Based on Landowski’s sociosemiotics theory, this paper aims to propose an alternative outlining of online brand communities’ social dynamics, not for their collective behaviors…

The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study

Abir Ben Aicha, Rym Bouzaabia

This study aims to understand how digital storytelling advertising impacts online consumers’ responses towards advertisements on Facebook considering the different story features…

Experiential research as a methodological framework for studying consumer behaviors in phygital settings

Wided Batat

In this viewpoint article, the author proposes “experiential research” as a comprehensive and integrative methodological framework researchers can apply for data collection and…